Mumbai, March 2 -- As the International Cricket Council (ICC) increasingly seeks global brand partnerships and takes cricket to wider audiences, leading sports marketing agency Omnicom FUSE is betting on longer, pricier advertising contracts, newer branding opportunities, and a blend of music shows with cricket tournaments, on the lines of international sporting events.

"We talked to the BCCI (Board of Control for Cricket in India) about opening ceremonies for final games where we source talent and then we help create the opening ceremony show," Monica Conway, global chief financial officer (CFO) and chief operating officer of FUSE, told Mint in an interview. "We've done [similar events] in football and we have discussed [with the BCCI] ...