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The International Cricket Council (ICC) and leading electronics brand LG announced a six-year partnership through which LG will continue as a global partner with a major presence at all ICC events.

The deal will include the upcoming ICC World Twenty20, which takes place from 5 to 21 June in England, and will run all the way to the end of the ICC Cricket World Cup 2015.

The announcement was made today in New Delhi and extends an excellent partnership between LG and the ICC that already dates back eight years.

ICC Chief Executive Haroon Lorgat, who attended the launch, said: “LG has been a fantastic supporter of cricket for many years. Since 2001, the company has had a significant presence at all our events and it was the first sponsor of the world’s official team and player rankings.

“The ICC and the global game of cricket has benefited enormously from LG’s commitment to our great sport. Without that support from LG and our other commercial and broadcast partners, we would not be in a position to help our 104 Members grow the game through the significant funding we provide. And we would not be able to stage large-scale events, such as the ICC World Twenty20 that is about to begin in England, which provides such a great showcase for the sport.

“We believe, in turn, that LG has also benefited from our partnership, from being able to associate itself with some of the biggest and best cricket action – multilateral events that feature the top men’s and women’s players, pitting nation against nation on a truly global scale.”

Among the benefits LG receives as a global partner of the ICC is the naming rights for the LG ICC Awards, which is now in its sixth year and, in 2009, will be held in Johannesburg on the eve of the ICC Champions Trophy.

The company will also receive significant pitch-side branding at all major ICC events and also a new initiative known as the LG Lead XI, which will take place for the first time at the ICC World Twenty20 2009.

This initiative will afford an opportunity to children between the ages of eight and 12 from India and the host country, England, to lead out all the teams for the national anthems ahead of each match during the event.

The children from India, who have won the opportunity to be part of the tournament, will get the chance to lead out their national side at every one of India’s matches while locally-based children will do the same for the other teams taking part, and they will remain on the field of play, in front of the players, while the anthems are being played.

“The LG Lead XI is a fantastic initiative and the playing of anthems ahead of every match should ensure a great atmosphere within each venue even before the first ball is bowled,” said Mr Lorgat.

“The thrill these children will experience is something that will live with them throughout their lives and hopefully will keep them involved in the game long after the event has finished,” he added.

Mr MB Shin, Managing Director, LG Electronics India Pvt. Ltd. said: “LG Electronics is proud to be associated with the ICC and the popularity and global reach the game of cricket upholds.

“Recognising the existing and growing passion for cricket among Indian sub-continent consumers as well as those in key countries where LGE operates, we have decided to renew our partnership with the ICC until 2015.

“Both LG Electronics and the ICC share the values of being at the highest level - for the ICC it is cricket at the top-most level of country versus country, and for LG it is about being at the peak of quality and innovation.

“I am sure this association will see similar success as that of our earlier endeavours and we look forward to a long innings with the ICC and cricket.

“Our first initiative in this renewed partnership is the unique "LG Lead XI" initiative, which further strengthens and enhances our commitment to the global sport so ably promoted and developed by the ICC.”

(Source: ICC)