By Allison Watkinson
TLL Reporter
Cognizant Major League Cricket (MLC) has secured a licensing sponsorship partnership with the Lexus automotive brand for the league’s upcoming second season.
MLC is the first professional Twenty20 cricket championship to operate in the US. Exclusively sanctioned by USA Cricket, MLC showcases players from around the globe.
MLC’s first cricket season took place in 2023 and featured matches with the Los Angeles Knight Riders, MI New York, San Francisco Unicorns, Seattle Orcas, Texas Super Kings and the Washington Freedom.
“We are excited to welcome Lexus as the automotive partner of Major League Cricket,” said Major League Cricket CEO, Vijay Srinivasan. “Their reputation for unparalleled luxury and commitment to their customers aligns perfectly with our vision for the league. Together, we look forward to delivering an exceptional experience to cricket fans across the nation.”
Under the new agreement, the Lexus brand will be integrated into both on-field and broadcasted content throughout the MLC season. The brand will also be prominently featured across MLC’s digital platforms and fan communications.
“Partnering with Major League Cricket offers Lexus the opportunity to reach a new diverse fanbase with a brand that shares an unwavering commitment to performance, customer experience, and their fans,” said Lexus advertising head, David Telfer. “We’re committed to growing with MLC during its second season to elevate the presence of the U.S. team and engage with new fans.”
MLC kicks off its second season on July 5, 2024. Tickets for all matches, including the four playoffs, are available online through the Official Cognizant Major League Cricket website.
The MLC season will extend beyond the pitch with a range of entertainment, events and giveaways that will take place throughout the tournament. The events and entertainment will include fireworks shows, player meet-and-greets, autograph signings, merchandise giveaways and more.
Initially launched in 1989, Lexus is a luxury automotive brand that distributes its vehicles in more than 90 countries acrosss the globe. In the US, Lexus offers a full range of luxury vehicles that are sold through a nationwide network of 244 automotive dealerships.