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Ambuja Cements to activate around India cricket series against South Africa

Indian cement manufacturer Ambuja Cements will be the official partner of the Indian cricket team for its upcoming six-game home series against South Africa.

Ambuja and ACC Cement are the two brands under which international building materials firm LafargeHolcim is activating its four-year deal with the Board of Control for Cricket in India, from 2019 to 2023.

For the upcoming games against South Africa, Ambuja’s logo will be on mid-wicket pitch-mat branding, interview and press conference backdrops, and team dugouts. It will have the rights to use ‘official partner’ status in all communications. And it will brand player performance awards for ‘Wall of the Match’ and ‘Best Jodi’.

India will play three T20 games and three Test matches against South Africa between September 15 and October 23.

LafargeHolcim was one of the three official partners for 2019-23 appointed by the BCCI in August. The other two were Sporta Technologies, which operates fantasy sports platform Dream11, and Hyundai Motor India. The deals cover rights for both international and domestic cricket.

The BCCI reported that the combined value of the new deals over the four-year period was Rs222.7 crores ($31m), which was a 72-per-cent increase on the values of equivalent deals in the previous cycle.