LEADING whiskey brand producer Two Keys has projected a long-term commitment to its partnership with the Midlands Cricket Association (MCA) in sponsoring the fast-paced and exciting T20 format.
The official sponsors of the Two Keys Midlands T20 are back for the second consecutive year, having made their maiden sponsorship last year. The benefits of this partnership have been immense, and Two Keys is eager to continue its investment in cricket.
Two Keys has doubled its sponsorship from $2500 to $5000 this year. According to Munyaradzi Mudadi, Two Keys' marketing manager, the company is committed to the long haul.
"We definitely want to carry on, but things can change. However, we're sure we'll be here for a significant amount of time," Mudadi told Standard Sport on the sidelines of the sponsorship unveiling at Gweru Sports on Friday evening.
Mudadi added that the company hopes to increase its coverage and visibility through the partnership.
"We want to make things better, so we're going to stick around for the long haul," he said.
In just one year of Two Keys' presence in MCA, the province's flagship franchise team, Rhinos, managed to win the coveted Domestic T20 title. Rhinos comprises players from the two provincial cricket boards, Mashonaland West Cricket Association and MCA.
Mudadi attributed Two Keys' success to its popularity.
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"Everyone drinks Two Keys, you get lucky. You've now got the honey (new product) for everybody else as well, so you know if your taste palette is sweeter, Two Keys is a lucky brand," he added.
The Two Keys marketing manager expressed his excitement about the partnership's potential.
"The Keys to Rhinos. I think it was definitely lucky for us, but we're happy that they're doing well."
Mudadi revealed that Two Keys has bigger plans for MCA and the broader Mid West province cricket.
"We don't have many opportunities to participate in social events, but this helps us connect with our consumers and help out where we can."
MCA board chairperson John Makuwalo pledged to protect the Two Keys brand and ensure the partnership's continuity.
"We knocked at their door, and they obliged without difficulty. The first year has been one of actualisation, and now both partners can testify to what collaboration and partnership can achieve."
Makuwalo expressed his excitement about the partnership.
"We're excited to have Two Keys on board, and their brand is safe with us as we continue to encourage our cricketers and stakeholders to drink responsibly and observe the age limit," he added.
Two Keys' head of sales, Victor Chimusoro, attributed the brand's longevity to its quality.
"Consistency in terms of quality, product delivery, and always delivering are the values that have kept us going and being the brand people always want to associate with," Chimusoro said.
He added that the partnership provides a great platform for cricketers to make a name for themselves internationally.
"This is a great platform for them to take advantage of, make a name for themselves, and be known on the international platform."
The seven-team tournament kicked off yesterday with matches at Gweru Sports Club and Kwekwe Sports Club.
