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Robi Axiata Returns As Chief Sponsor of Bangladesh Cricket Team
Robi Axiata Limited, the second largest player in Bangladesh’s telecommunications sector, has finally returned to the cricket sponsorship market.
After withdrawing from a deal with the Bangladesh Cricket Board (BCB) in 2018, the major telco has returned to backing the national cricket team.
The deal, which is valid until July 2027, is poised to see the telecommunications giant reportedly paying US$4.6m to the Bangladeshi governing body of cricket.
Following the deal BCB CEO, Nizamuddin Chowdhury, said, “BCB is delighted to have Robi as the sponsor of our national cricket team. We hope Bangladesh cricket would reach new heights through this partnership.”
This major investment underscores Robi’s commitment to backing the nation’s cricketing team and development within Bangladesh’s sporting landscape. Meanwhile, the telco can leverage on the popularity of cricket with the masses to engage them across the nation. According to ASN data, the Bangladeshi cricketing landscape has seen investment of almost US$14.3m since Q121. During this time period the quarterly average investment was a mere US$1.15m, however, things are looking optimistic for Q124 with investment poised to hit almost US$5.2m, about 4.5x higher than the usual average.
