NEW DELHI: Ten Sports has awarded ITW Playworx the sponsorship rights of the Abu Dhabi T10 (ADT10) season 4. The fast-paced and pulsating ADT10 tournament is back with its fourth edition for all cricket enthusiasts around the world, and will commence from 28 January – 6 February 2021 at Zayed Cricket Stadium in Abu Dhabi.

Under the newly-inked deal, ITW Playworx has exclusive authorisation to market and sell the central sponsorship, in-stadia advertising rights to potential brands for strategic engagement in India, UK and UAE.

ITW Playworx CEO Sidharth Ghosh said, “We are excited to explore this opportunity with brands across India and globally for season four of Abu Dhabi T10. It will be exciting to associate with this tournament and I look forward to extending this opportunity to our brands and partners.”

ITW Consulting director Joshey John said, “We are delighted to secure the rights and partner with such a high-octane cricket league. Through this partnership, it is evident that the team will be crafting multi-faceted advertising experience for brands to be associated for the league and build connect with cricket fans across borders. Our extensive experience in this arena will enable us to enjoy an exciting partnership.”

Abu Dhabi T10 League chairman Shaji Ul Mulk said, “We have entrusted ITW Playworx with the exclusive rights for the ADT10 League as they possess vast understanding of working in international cricket tournaments across the globe. We believe that this association will not only enable us to reach new milestones but also create more opportunities for brands globally.”

The rise of the T10 League, the world’s only International T10 franchise league, has been exponential. Sanctioned by the ICC and licensed by Emirates Cricket Board, each year, the league’s duration, teams, international stars, broadcasters and fan base has increased. This year the Abu Dhabi T10 will be live on Sony /Sky Sport / Super Sports for India, UK, South Africa and MENA.