The year 2021 seems to be an important one for Skoda Auto, the European auto giant, as they have unveiled the 2.0 strategy. For starters they have announced a unique design contest for all its new cars to be globally unveiled in India later this year. The winners of this contest will get to meet their head of design at Prague, Czech Republic. Realizing India loves cricket, the company is investing in the ICC Men’s T20 World Cup as broadcast partner. It may be recalled that Škoda made its first major inroad into football sponsorship by agreeing a deal with Spanish LaLiga club Espanyol. Its strategy seems to be to sponsor the most popular sports. For ICC, besides Skoda, they have already signed another auto client on board besides Nissan who are the sponsors for global cricket events till 2023. ICC has also opened Expression of Interest for media rights opportunities for various non-exclusive media rights in relation to public screening. To popularise the sports globally, they have also introduced bids to get bidders to package attractive content on any inflight or on board entertainment on aircraft, ship or train. These commercial initiatives by ICC are to boost the popularity of cricket globally by 2032 and open the door to the sport’s entry in the Brisbane Olympics.