Bangalore based, Ed-tech company, BYJU’S has announced American consulting firm, ITW sports Inc, as their global activation partner for the ICC T20 Cricket World Cup in Australia and the FIFA Football World Cup in Qatar.

The deal comes together following the announcement of BYJU’s sponsorship of several international sporting events, including the 2022 FIFA World Cup, and every ICC event until the end of 2023.

BYJU’S will leverage in-venue assets, broadcasts, and digital rights across those events to run unique promotions and activations to connect with football and cricket fans.

Having focused on the top 5 sports in the U.S, ITW Universe, the parent company of ITW Sports, consults with emerging brands on global expansion ambitions.

The firm also has declared a commitment to backing cricket in the United States with the aim of building the commercial sustainability of the game in the emerging market.

Commenting on the partnership, ITW universe founding partner, and ITW sports inc, CEO, Nikhil Vyas, said: “ITW and BYJU’S share a long-standing relationship and we are proud of the work we have done to find the right platforms in international cricket and football for BYJU’S to achieve the global brand objective.”

“Our expertise in sports as well as our intrinsic knowledge of our brands and the sports environment is key to our success.

“We are excited about the activation around two of the world’s most viewed events and confident of delivering successful campaigns for BYJU’S,” he said.

BYJU’S head of marketing, Atit Mehta, added: “Our sponsorship deals in international cricket and football have given us great visibility and have helped position BYJU’S become a household name in India.”

“We plan to scale it up and reach the world’s largest sports fan base with the Qatar FIFA World Cup.

“ITW Sports has been our sponsorship agency partners since the start of the brand journey and has helped facilitate and execute most of our sports partnerships, we are confident that they will continue to deliver the ambitious brand objectives set out for the upcoming cricket and football world cups,” he said.

The announcement comes as commercial investment in this year’s World Cups grows, with the ICC World Cup recently announcing a deal with FanCraze to launch T20 World Cup collectables.