EssenceMediacom & GroupM ESP Drive A23-CCL Renewal
EssenceMediacom in conjunction with GroupM ESP, the entertainment, esports, and sports division of GroupM, played a pivotal role in facilitating the renewed partnership between A23, one of India's leading skill-based gaming platform, and the Celebrity Cricket League (CCL) for its 10th season.
In a continuation of their collaboration from the previous year, A23 renews its role as the presenting sponsor. This strategic alliance capitalises on the shared enthusiasm for entertainment and excitement that defines both brands, ensuring an unparalleled experience for the audience.
Vinit Karnik, Head of Sports, eSports, and Live Entertainment at GroupM South Asia, emphasised the strategic importance of the partnership, mentioning, “Celebrity Cricket League sits at the crossroads on sports and entertainment bringing together the length and breadth of India’s entertainment industry. With a robust distribution plan spanning regional and national sports channels alongside JioCinema; CCL 2024 is poised to break all its previous records. We’re proud to facilitate the dynamic partnership between A23 and CCL for 2nd year in a row. Building on last seasons’ successes, we’re confident of a rewarding season of the league for A23 in the coming weeks.”
In its milestone 10th year, the Celebrity Cricket League (CCL) stands as the epitome of ‘sportainment’, merging the realms of cinema and cricket. As the sole sports league in India that brings together over 200 actors representing eight diverse languages, CCL goes beyond regional confines, fostering a spirit of national unity. The eagerly anticipated upcoming season kicked off on 23 February in Sharjah, which would feature 20 matches across India, ensuring entertainment for a diverse audience.
Gunnidhi Singh Sareen, VP-Marketing, Head Digital Works, A23, expressed excitement about the renewed collaboration, stating, "We are thrilled to announce our renewed collaboration with Celebrity Cricket League (CCL), a partnership that seamlessly aligns with the essence of A23. CCL, with its massive and diverse fan base spanning across the nation, breaks all barriers and boundaries, creating an experience that fosters the feeling of 'playing together.'"
In the previous season, CCL achieved an impressive combined TV and digital outreach, captivating an audience of over 250 million viewers nationwide. The upcoming edition, CCL Season 10, is poised to be even more spectacular, uniting the most beloved film celebrities on a single platform for an unparalleled entertainment extravaganza.
Vishnu Induri, Founder, Celebrity Cricket League, said, “We are happy to have A23 as the presenting sponsor for the 10th Season of CCL. A23 has been a committed partner for CCL since the last season sharing our passion towards talent and the spirit of cricket. With their continued support CCL is scaling and we are looking forward to our biggest season this year.”
For the second consecutive year, EssenceMediacom and GroupM ESP play a crucial role in orchestrating the collaboration between A23 and CCL.
