Zed Black expands brand reach through Ireland cricket sponsorship

Indian incense and fragrance brand Zed Black Agarbatti has become a Silver Sponsor of the India-Ireland T20I Series 2026, extending its sports marketing portfolio through an international cricket property. The partnership forms part of the company's strategy to strengthen brand visibility across domestic and overseas markets.

Medianews4u.com reported that the two-match series will be played at the Civil Service Cricket Club in Belfast on 26 and 28 June 2026. The tournament is expected to reach audiences across India, Ireland and the global Indian diaspora through Sony Sports Network and Sony LIV.

According to the company, the sponsorship continues its long-term association with cricket while supporting wider consumer engagement objectives. Zed Black said the partnership also aligns with its international expansion plans as the business exports products to more than 45 countries.

Ankit Agrawal, director of Mysore Deep Perfumery House, said: "Cricket has a unique ability to bring people together, transcending borders, cultures, and generations. We are delighted to partner with the India vs Ireland T20I Series 2026 as a Silver Sponsor and be part of this exciting international series featuring India and Ireland."

He continued: "As a brand built on trust and consistency, we see sports as a powerful medium to engage with consumers and strengthen our connect with audiences across India and global markets."

The company said the Ireland series provides an opportunity to increase visibility among international consumers, particularly the Indian diaspora, while reinforcing its presence in key overseas markets. It also described the sponsorship as another milestone in its broader sports marketing strategy.

Zed Black has previously partnered with several cricket properties, including the India vs South Africa T20I Series 2024 and the Madhya Pradesh League 2024, while also serving as the Official Prayer Partner of Delhi Capitals during IPL 2023. The company said it continues to invest in innovation, distribution, sports marketing and consumer engagement as it expands its presence in India and international markets.