Photo Credit: Cricket Ireland
DUBLIN – As the first match of the much-anticipated Test Triangle Inter-Provincial Series is set to begin tomorrow, the title sponsor’s CEO, Praveen Madire, believes he has found the ultimate relationship – a relationship between his business and personal passion.
In 2019, Test Triangle was announced as the title sponsor of the Inter-Provincial Series, as well as the national governing bodies IT Services Partner.
Speaking from his Dublin-based offices, Mr Madire said:
“I have been a cricket fan since the age of 10 and try to get out and play cricket with friends on weekends when time permits. There is nothing better than getting together on a good sunny day to play your favourite sport – and that is why this sponsorship and business partnership with Cricket Ireland is so pleasing personally. In fact, I can say that it is the best thing I have ever done in business.”
“As a lifelong supporter of cricket, and founder of Test Triangle, I saw an ideal opportunity to join my business and personal passions through an association with Cricket Ireland. And that is the key to a successful partnership like this, you have to believe in the product you’re supporting. For me, this isn’t transactional, but personal. I’m investing both personally and professionally in this venture, and that makes its success a feeling of pride.”
“Sports sponsorship can be an incredibly effective marketing tool – strategically in building brands and building deeper relationships with target audiences. This sponsorship has given us the opportunity to stand out in a refreshing way at business events and helped us increase brand awareness in the Irish market. It has even enabled us to engage with a broader audience than our usual target decision-makers, business partners, and potential influencers. As a sponsor of Cricket Ireland, we have received full support in promoting our business on their active website and social media pages that attract heavy traffic throughout the period.”
“And the benefits of this relationship are not just felt by me – my employees, who I consider the most important assets of the company, are also invested in developing and deepening their interest in cricket. We have a large cricket-themed mural in the office and every summer I bring my staff along to the games as part of a company day out. The chance for staff to meet international and domestic cricket stars is positive for staff morale and engagement.”
Over the last six months, the world has changed and COVID-19 has impacted all sectors of the economy. Despite the challenges, Test Triangle committed to the Cricket Ireland relationship and driving the sport forward during a period of great uncertainty:
“I believe that to support Irish cricket nationally you need to support the domestic game – that is the reason we are sponsoring the Inter-Provincial Series once more.”
“We are excited to see the livestreaming of all matches this season, particularly with COVID-19 restrictions in place making it difficult for fans to get to games. I believe this is the ideal time to launch this new livescoring and livestreaming service, and ensure that cricket as a sport remains accessible to all. For us, the livestreaming also offers ways to attract a whole new potential online audience – it is a great way to gain exposure and make a difference in our local community by showing our active investment and support for Irish cricket.”
“It is the ultimate win-win for me. By supporting the domestic game, as a business we can reach more prospects, build customer loyalty, and increase our rankings in local search results, but at the same time help to sustain and support the game I love. That’s the ultimate.”
Dennis Cousins, Commercial Director for Cricket Ireland, said:
“It has certainly been a tough and challenging time for all during the pandemic, but to have strong, loyal relationships built with business partners such as Test Triangle act as a buffer during times of uncertainty. Praveen’s and his staff’s commitment to our sport was absolute, and they made it clear early on during the crisis that they would be with us through these times.”
“The Test Triangle Inter-Provincial Series is, amongst other things, the breeding ground of future international stars. To have the support and stability of a partner like Test Triangle helps us to invest and grow in the competition, making a brighter future for our sport.”
Photo Credit: LinkedIn profile picture of Dennis Cousins
Test Triangle is an emerging IT service provider specialising in application testing, DevOps, RPA, Custom software development, mobile app development, Atlassian consultancy, niche IT staff augmentation and training in advanced technologies. Possessing strong experience in different industry verticals such as Banking and Finance, Healthcare, Retail, IT and Education, Test Triangle has developed a unique approach to provide better value to the clients.
Name of Author: Cricket Ireland
Cricket Ireland, officially known as The Irish Cricket Union Company Limited by Guarantee, is the governing body for cricket on the island of Ireland. It oversees the national men’s and women’s teams and organizes the Inter-Provincial Series, Super 3s, and All-Ireland club competitions. Ireland achieved Test status for women in 2000 and for men in 2017 when it became a Full Member of the ICC.
