The initiative to retain the fans interest at the game venues will cost the ICC World Cup 2019 organisers $ 1 million (₹ 7 crore approximately). According to a report published by British daily, The Times, the World Cup organisers will be subsidising the beer at the match venues to keep fans happy.
The ICC has a five-year agreement with Bira 91, which grants the Indian brand the status of the official beer for the ICC World Cup 2019, ICC T20 World Cup 2020 and the ICC World Cup in 2023.
ICC and Bira had announced the $ 9 million partnership late last year.
The Bira Beer will normally cost up to $ 15.50 a pint at the match venues. The paper has reported that the some of the 11 grounds, which will be hosting the World Cup matches in England and Wales from May 30, are apparently not happy at this price.
The World Cup organising committee, to sustain fans interest, is reportedly considering a subsidy to keep price tag for a pinto to a reasonable $9.70 mark.
The International Cricket Council and hosts the English Cricket Board would reportedly provide top-ups of $330,000 each to offer official beer at the match venues at affordable prices.
The ICC World Cup will start on May 30 with the inaugural tie between hosts England and South Africa. India will start their campaign against South Africa in Southampton on June 5.