27th Sports signs commercial rights deal with global T20 cricket event RSWS; first mega project of the $100 million sports fund

US-based investment firm 27th Investments-backed 27th Sports has signed a long-term exclusive commercial rights deal with the annual T20 cricket event Road Safety World Series (RSWS) from the second edition onwards, the company said in a statement.

The Road Safety World Series features cricketers such as Sachin Tendulkar, Brian Lara, Virender Sehwag, Yuvraj Singh, Sanath Jayasuriya, Brett Lee and Jonty Rhodes, playing to create awareness towards road safety in the country and around the world.

The annual T20 cricket tournament, which completed its first edition during February-March last year, is the first mega project of 27th Investments’ recently launched $100million sports

fund, 27th Sports. This deal with the Road Safety World Series, makes 27th Sports the sole right holders to negotiate and sell central sponsorships rights for the cricket event.

The first edition of the Road Safety World Series reached a cumulative TV audience of 157 million and an incremental 34 million audience sampled it on over-the-top platforms, the company statement said. A total of 2.6 lakh people watched RSWS matches in the stadium and an estimated 400 million audience was reached through mass media promotion, the statement added.

Indian origin investment executive Anil Damani, chief executive and president of the Atlanta-based investment firm, said: “We at 27th Investments look forward to working closely to build the brand RSWS and create awareness towards road safety.”

27th Sports co-founder and chief executive Sangeet Shirodkar said: “The Road Safety World Series has a huge global appeal with legends of all cricket playing nations in the fray. It also spreads a very important message of creating awareness towards road safety.”

Sunil Gavaskar is commissioner of the league and Sachin Tendulkar is brand ambassador. The UAE-based 27th Sports focuses on sports such as cricket, golf, beach sports and e-sports among others, the statement added.

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