MAM
Mastercard acquires title sponsorship rights for all BCCI international & domestic home matches
Mumbai: Mastercard has announced its collaboration with the Board of Control for Cricket in India (BCCI) to broaden its strategic outreach to Indian audiences. During this association, Mastercard will be the title sponsor for all international (both men’s and women’s) matches played on home soil, domestic cricket matches such as the Irani Trophy, Duleep Trophy, and Ranji Trophy organised by the BCCI, and all junior cricket (Under 19 and Under 23) matches played in India.
This sponsorship and the activities around it are aimed at enhancing Mastercard’s connection with cricket lovers across the country and beyond. For a brand that is invested in sponsorships worldwide with marquee properties like the UEFA Champions League, the Grammys, the Cannes Film Festival and the Australian and French Open tennis tournaments, Mastercard’s tie-up with the BCCI further enhances its portfolio of partnerships.
BCCI president Sourav Ganguly said, “The BCCI welcomes Mastercard as the title sponsor for home cricket matches for the 2022–23 season. Along with the international home series, the BCCI’s domestic tournaments are crucial as they are a stepping stone towards making India a strong international side. The BCCI truly values Mastercard’s support in building Indian cricket.”
“This sport is more than a passion point, it’s a way of life and we look forward to some innovative experiences for the fans via this partnership and delivering value to Mastercard through this collaboration,” he added.
BCCI honorary secretary Jay Shah said, “The BCCI is pleased to be associated with a global marquee brand-Mastercard.”We are in for an exciting period in Indian cricket as we have Australia and South Africa coming over for white-ball series before the T20 World Cup and Sri Lanka, New Zealand and the prestigious Border-Gavaskar Trophy early next year, while domestic cricket has a packed calendar with the return of the Duleep Trophy and a full-fledged Ranji Trophy season. The 2022-23 season will witness a lot of action across age groups, and I am confident that this will be an enriching partnership.”
Mastercard chief marketing and communications officer Raja Rajamannar said, “Cricket is a perfect amalgamation of sports and entertainment with immense potential to deliver priceless moments. Our globally recognised “priceless” platform offers us the unique opportunity to delight our cardholders, customers and partners worldwide. Cricket enjoys unparalleled popularity not just in India where it is a singular unifying force for the nation, but also in several countries around the world. It is therefore particularly relevant and opportune for us to have acquired the title sponsor rights for all home international and domestic cricket matches organised by the BCCI.”
Former Indian cricket captain MS Dhoni, who has been Mastercard’s ambassador for over four years, added, “Cricket has been my life and given me everything I have. I am thrilled that Mastercard is sponsoring all the home cricket matches of the BCCI, especially the domestic, junior, and women’s cricket. The Ranji and junior players of today will play for the country tomorrow and continue to embody the pride of 1.3 billion Indians.”
According to the brand, Mastercard endeavours to enhance its strong international base of sponsorship assets across passion points with uniquely Indian ones. Mastercard has worked to amplify this passion area with the signing on of MS Dhoni, the former Indian cricket captain, as its brand ambassador over four years ago.
MAM
One Hand Clap acquires Agenseed to enter distribution space
Creative agency expands into full-stack services with strategic buyout.
MUMBAI: One Hand Clap has decided to stop just clapping for great ideas now it wants to make sure they actually travel. The leading new-age creative agency and production house has acquired Agenseed, a seeding and distribution firm, marking its formal entry into the distribution segment. The move is aimed at expanding its role across the entire marketing value chain and unlocking new growth opportunities.
One Hand Clap expects the new distribution vertical to contribute up to 15 per cent of its overall revenues over the next 12–18 months, signalling a clear strategic shift beyond pure creative services.
Agenseed, founded by Monish Hardasani and Akram Malik, will function as the agency’s dedicated distribution arm. This acquisition strengthens One Hand Clap’s position as it aims to become a full-stack creative and distribution company in India’s rapidly growing digital advertising market.
With over 90 million posts shared daily on Instagram and brands allocating 25–35 per cent of their digital budgets to distribution and creator-led reach, amplification has become critical to campaign success. By integrating distribution early into the creative process, the agency hopes to help campaigns gain stronger cultural traction and momentum.
One Hand Clap founder Aakash Shah said, “The future of advertising is not just about executing great ideas, but about placing them intelligently. By owning both storytelling and distribution, we can drive greater impact for brands while opening up new revenue streams.”
Agenseed co-founder Monish Hardasani added, “The future belongs to ideas designed to travel. This partnership allows us to integrate distribution thinking at the source.”
Founded in 2019 by former AIB leaders Aakash Shah and Naveed Manakkodan, One Hand Clap has worked with major brands including Swiggy, Google, Netflix India, Crocs, Duolingo, CRED, Bumble, BGMI and Chetak. The agency also secured investment from Zerodha co-founder Nikhil Kamath last year.
In an increasingly fragmented attention economy, this acquisition reflects a broader industry shift where agencies are building end-to-end capabilities to stay competitive. One Hand Clap is clearly clapping louder and ensuring its ideas now reach much further.
