That sounds like an exciting and successful partnership between Royal® and Major League Cricket (MLC) during the inaugural season in the United States. The collaboration seems to have brought cricket culture and South Asian cuisine to the forefront, creating an engaging experience for cricket enthusiasts and fans alike.
The MLC Championship Match on Sunday, July 30, at the Grand Prairie Stadium in Texas must have been a thrilling event, with MI New York emerging as the winners of the inaugural season title. Royal® played a significant role in the championship by sponsoring the “Royal Leading Run Scorer” award, which honored Nicholas Pooran of MI New York for being the top run scorer during the historic inaugural season.
“It has been an honor to be an official partner with Major League Cricket for their inaugural season where we had the incredible opportunity to share the culture and vibrant flavors of South Asia with cricket fans across the United States,” stated Abhinav Arora, president of LT Foods Americas, the renowned global culinary enterprise behind the Royal brand. “We were thrilled to witness fans of various backgrounds experiencing the exhilaration of cricket while sampling authentic Indian cuisine provided by Royal. “
Throughout the season, Royal® delighted fans by offering South Asian cuisine during select matches, including a “Build Your Own Bowl” game day snack featuring their signature basmati rice and various toppings like Green Mango Chutney, Mint Chutney, and Tikka Masala. This sampling surprise undoubtedly added to the celebration of cricket and South Asian culture.
Royal® also engaged fans through social media content, creating captivating campaigns like the ‘A very Royal XI’ contest, where fans could build their own team and win MLC tickets and signed cricket balls, as well as the ‘Choose Your Bowler Bracket,’ allowing fans to vote for their favorite cricket players and meals.
Moreover, Royal® launched its inaugural US ad spot titled “The Many Flavors of Cricket,” which aired on CBS Sports Network and Willow throughout the MLC season. This advertisement, produced in collaboration with McCann and directed by Shirsha Guha Thakurta, effectively showcased the fusion of tradition, cuisine, and cricket, highlighting the diverse traditions and flavors that make cricket an essential component of South Asian culture.
The partnership between Royal® and MLC has seemingly been successful in promoting cricket and South Asian cuisine in the United States, and it has likely contributed to the growth and development of cricket culture in the country.
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