Saab’s latest move was to announce a major sponsorship deal with ESPNcricinfo.com, a top worldwide cricket website. This comes in preparation for the ICC Cricket World Cup, which will be held next month.
Saab will be the lead sponsor of ESPNcricinfo’s extensive Cricket World Cup coverage during the event. The Swedish automaker will also sponsor the introduction of ESPNcricinfo’s first iPhone and Android apps, which will be available for download throughout the tournament.
In addition to that, the tie-up will include a new editorial collaboration: ESPNcricinfo’s Innovation Series, in partnership with SAAB. We are talking about a ten-week series of in-depth features that will show us the steps in cricket history that have helped shape the modern game.
"Saab is delighted to support ESPNcricinfo's online coverage of the Cricket World Cup in 2011. ESPN is a well established brand and its cricinfo offering has developed hugely over the past few years, so we’re pleased to be supporting the website and to be involved in such a major sporting event," said David Pugh, marketing director at Saab GB.
“The sponsorship comes at a pivotal time for Saab as the brand continues to build momentum. We’re currently in the middle of the biggest product offensive in our history with more new products set to launch in the next twelve months. ESPNcricinfo.com will give us a fantastic platform to reach a targeted audience.”