Royal Celebrated Its Second Consecutive Season as the Signature Partner of Major League Cricket (MLC)
Royal®, recognized as the #1 brand of Authentic Basmati and Sona Masoori Rice in America, celebrated its second season as a Signature Partner of Cognizant Major League Cricket (MLC). The extended partnership between the two entities was immensely successful and synergistic, as cricket continues to grow and diversify its United States fanbase.
During this season of the MLC Championship Match (Sunday, July 28, 2024), at Grand Prairie Stadium in Grand Prairie, Texas, cricket fans witnessed an exciting match between Washington Freedom and San Francisco Unicorns, with Washington Freedom securing the 2024 Championship title. At the closing ceremony, a Royal® representative awarded Faf du Plessis, South African professional cricketer and former captain of the South Africa national cricket team, the prestigious Royal® Leading Run Scorer trophy.
As a Signature Partner, Royal brought its "For The Many Flavors of You" campaign to life with in-stadium activations like:
- "Guess How Many Grains in a 20-pound Bag of Rice?" contest
- Cricket-themed Cornhole
- Royal photo booth
- Branded merchandise
- Royal® Basmati rice samples in a jute bag
- New York Style Fried Rice
- Seattle Lemon Rice
- Los Angeles Arancini
- San Francisco Vegetable Biryani
- Washington Rice Kheer
- Texas Tex-Mex Rice
In collaboration with MLC, the brand launched 'The Royal Experience' contest where the winner won two tickets to the Championship Match alongside a photo opportunity with the captains on the Pitch during the coin toss. Other contest prizes from Royal included signed player jerseys, customized Royal Cricket merchandise boxes, and complimentary match tickets throughout the season.
Royal® also served as official sponsor of two MLC teams, MI New York and the San Francisco Unicorns. The collaboration included local community activations, engaging player content on social media, co-branded giveaways and logo integration on player's jersey kit.
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