The Saudi Tourism Authority’s IPL partnership will raise destination awareness beyond Indian cricket

The IPL is not exactly averse to sponsorship. Since its first delivery in 2008, players have stepped out plastered with sponsors to score Yes Bank Maximums or be issued with the illustrious FBB Stylish Player of the day award. Everything about the spectacle is box office; the coaches are decorated veterans, the players are often international-regulars, and the stadiums usually reach full capacity.

The partnership will coincide with the opening of dedicated visa centres in India, increasing accessibility between the two countries and helping fulfil STA’s ambition for India to be a leading tourism source market by 2030. The deal may even garner the added benefit of diversifying crowds at IPL events. Breaking bread over one of India’s largest sporting and cultural exports while promoting a flow of tourism is conjunctionally astute partnership-building.