EssenceMediacom & GroupM ESP Power A23's Renewed Partnership with CCL

EssenceMediacom, GroupM’s newest and largest media agency along with GroupM ESP, the entertainment, esports, and sports division of GroupM successfully facilitated the dynamic partnership renewal between A23, India's leading skill-based gaming platform, and the Celebrity Cricket League (CCL) for its 10th season.

Marking another exciting chapter in this collaboration, A23 returns as the Presenting Sponsor, building upon the success of their partnership last year. This strategic alliance leverages the shared passion for entertainment and excitement inherent in both brands, promising an unparalleled experience for the audience.

Vinit Karnik, Head of Sports, eSports, and Live Entertainment at GroupM South Asia, emphasized the strategic importance of the partnership, stating, “Celebrity Cricket League sits at the crossroads on sports and entertainment bringing together the length and breadth of India’s entertainment industry. With a robust distribution plan spanning regional and national sports channels alongside JioCinema; CCL 2024 is poised to break all its previous records. We’re proud to facilitate the dynamic partnership between A23 and CCL for 2^nd year in a row. Building on last seasons’ successes, we’re confident of a rewarding season of the league for A23 in the coming weeks.”

Celebrating its 10th year, CCL is the ultimate "sportainment" spectacle, seamlessly blending the worlds of cinema and cricket. As the only sports league in India uniting over 200 actors from 8 different languages, it transcends regional boundaries and fosters a sense of national unity. The upcoming season, commencing on February 23rd in Sharjah and continuing with 20 action-packed matches across India, promises electrifying entertainment for a diverse audience. 

Gunnidhi Singh Sareen, VP-Marketing, Head Digital Works at A23, expressed excitement about the renewed collaboration, stating, "We are thrilled to announce our renewed collaboration with Celebrity Cricket League (CCL), a partnership that seamlessly aligns with the essence of A23. CCL, with its massive and diverse fan base spanning across the nation, breaks all barriers and boundaries, creating an experience that fosters the feeling of 'playing together.'"

Last season, CCL garnered an impressive cumulative TV and digital reach, captivating over 250 million viewers throughout the country. This year's edition, CCL Season 10, promises to be even grander, bringing together the most beloved film celebrities under one platform for an unmatched entertainment extravaganza. 

Vishnu Induri, Founder of Celebrity Cricket League, stated, “We are happy to have A23 as the Presenting Sponsor for the 10th Season of CCL. A23 has been a committed partner for CCL since the last season sharing our passion towards talent and the spirit of cricket. With their continued support CCL is scaling and we are looking forward to our biggest season this year. 

As EssenceMediacom and GroupM ESP facilitate this dynamic partnership between A23 and CCL for the second year in a row, all stakeholders anticipate a rewarding season filled with entertainment, engagement, and unforgettable moments both on and off the field.