Uber has announced a world-first partnership with the International Cricket Council (ICC), lending its backing to the first ever standalone ICC Women’s World T20.
The upcoming ICC WWT20 takes place from 9th until the 24th November 2018, a ten-team tournament featuring host nation and current holders West Indies, as well as Australia, Bangladesh, England, India, Ireland, New Zealand, Pakistan, South Africa and Sri Lanka.
The partnership between Uber and the global governing body for cricket will aim to encourage more females to get involved in cricket and showcase to the broader cricket community the important role sport plays in empowering girls and women.
Together with the ICC, the ridesharing and food delivery platform will work closely with the ten participating WWT20 countries, conjuring on-the-ground activation around the tournament.
Aspiring female cricketers will be offered sponsorship via community outreach programs, allowing them opportunities to join cricket academies, with supporters encouraged to attend the live matches.
A six-part digital film series is to feature inspiring stories of female cricketers, whilst fans and families will benefit from Uber and Uber Eats match day promotions in the participating countries.
“Together with the ICC, we are committed to supporting more women in sport, and to inspiring and enabling more girls and women to access opportunities,” said Uber’s chief international business officer, Brooks Entwistle.
“The ICC Women’s World T20 is a powerful showcase of women moving the sport of cricket forward, while uniting and inspiring communities around the world. We recognise the best way to change the status quo is to challenge it.”
CEO of the International Cricket Council, David Richardson, commented: “Uber’s plans are exciting and complement what we’re trying to achieve. Uber is a globally recognised brand and one that is committed to the empowerment of women around the world.
“The traditional sponsorship model is changing and this collaboration reflects that, it’s about a shared ambition to move women’s cricket forward, tell the story of our sport more broadly and build heroes in our game.
“As a sport we have also made a commitment to grow the women’s game and it will form one of the pillars of our strategy that will be launched early next year.”
Beginning today, the ICC WWT20 in the Caribbean will be a landmark tournament for the women’s game, having run alongside the equivalent male event for the previous five competitions since its 2009 introduction to the international cricket calendar.