Signify, formerly knowns as Philips Lighting, has announced a partnership with Star Sports as the presenting sponsor of Cricket Live for the upcoming ICC Cricket World Cup 2019. As a part of the partnership, the Cricket Live segment will be branded as Philips Hue Cricket Live and will be the exclusive branded property for the tournament. Speaking on the collaboration, Ipshita Chowdhury, Director, Marketing Communications, Signify Innovations India Ltd. said, “We are really excited to announce our association with Star Sports. Philips Hue can transform a room into an entertainment arena, bringing spatial awareness and immersiveness to a whole new level. Given that the ICC Cricket World Cup is the most watched cricket event, it makes perfect sense for us to partner with Star Sports and add a new light to the viewer’s cricket experience.” Philips Hue is a personal wireless lighting system that allows you to create the perfect atmosphere at home, whether you are throwing a dinner party, hosting game night with friends, or relaxing and having “me time” after work. Using the Philips Hue Sync App, consumers can synchronize the color and brightness of their Philips Hue lights with the on-screen action and sound of games, movies and music content. Signify became the new company name of Philips Lighting as of May 16, 2018. The legal name of Signify has been adopted in India in the beginning of 2019.