Dubai: In a bid to build a close relationship with its sponsors, the International Cricket Council (ICC) is organising a Broadcast and Sponsor Forum here to enable it deliver world-class events.

At the three-day meeting, which began on Monday, presentations on broadcasting and sponsorship are made and the delegatges will be discussing a range of topics, including the marketing of various ICC tournaments/events, án ICC said here on Tuesday.

“The inaugural forum provides an excellent opportunity for the ICC and its valued commercial partners to assemble in one place to discuss and devise event-specific marketing plans for the next 12 months,” said Campbell Jamieson, ICC's General Manager - Commercial. Representatives of various Indian sponsors/partners of the ICC said the forum would help forge a new relationship with the world body.

Anurag Dahiya, vice president (programming) of ESPN-STAR Sports termed this as a “unique” opportunity for the official broadcast licensees of the ICC. “We are glad we have been provided this opportunity to brainstorm with the various commercial stakeholders of the ICC and to discuss various ideas for developing the ICC events further, while, at the same time, integrating the ICC's sponsorship and broadcast licensing programmes in a meaningful manner,” he said.

Sandeep Singh Arora, executive vice president (marketing) of PepsiCo India, said, “We are conscious of the changes that are happening in the world of cricket and are excited about the opportunity to partner with the ICC in the marketing and development of the game.”

Arpana Pujar, director (media and entertainment) Yahoo!, which manages ICC's official website, agreed. “It helps us to understand their needs to drive audiences to the official site and build advertising opportunities which will benefit all the commercial partners,” she said.

A spokesman of Reliance Anil Dhirubhai Ambani Group, which sponsors the ICC Test and One-Day International rankings called the forum a “good strategic” move.

Source : IANS