Negotiating an eight-year global cricket deal
Fuse negotiated Nissan’s eight-year sponsorship of the ICC, and in 2016 we took on the World Twenty20 in India by managing the sponsorship in five markets. We had a team member on the ground in India to help us deliver, and we handled on-site management of all stadium assets, as well as ticket management and flag bearer coordination. We created a new digital right in Play of the Day: so far it has delivered 38m views and 1.5m votes. During the tournament, the activity led to a 50% increase in consideration and a 60% increase in brand love.