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Kings XI Punjab bags 21 sponsors and partners
MUMBAI: Indian Premier League (IPL) franchise Kings XI Punjab has bagged 21 sponsors and partners for the eighth season of the tournament, which kicked off on 8 April.
As reported earlier by TelevisionPost.com, Tata Motors Prima is the official title sponsor of the Punjab team. HTC, Manforce, ACC, Royal Stag, Pan Parag, and DCB Bank have joined as principal sponsors. Kingfisher is the official ‘good times’ partner, while Britannia is the official ‘goodness’ partner. The franchise’s other partners include Woo (official matchmaking app), Tyka (official kitting partner), and Homeland Heights (official luxury homes partner). Besides, the association with Pepsi as the beverage partner continues.
CashUrDrive has come aboard as the official outdoor partner. Kings XI Punjab’s official ticketing partners are Bookmyshow and Kyazoonga. Sport & Beyond and T10 Sports are the merchandise partners. As augmented reality partner, it has BlippAR. While Best TV is the official TV shopping partner, Top Ramen is the team’s official noodle partner.
Kings XI Punjab COO Fraser Castellino stated, “We are really happy to welcome all of our sponsors who have renewed their association with us since the last season and extend a special welcome to the new partners joining us this year. We stand committed to delivering a solid on-ground performance and hope this will help all of our partners benefit from their association with Kings XI Punjab.”
Talking about the latest deal with Top Ramen, Castellino said, “We would like to welcome Top Ramen as our official noodle partner for IPL Season 8. It is always a pleasure to collaborate with like-minded companies that share the same synergy as ours. Both the brands represent youth and vibrancy, and these attributes resonate very well with the franchise. Therefore, we hope for a long-lasting and mutually beneficial partnership and are looking forward to a great cricketing season.”
The Manforce logo will feature on the back of the Kings XI Punjab jersey. For Pharmaceutical firm Mankind Pharma, this is its first foray into the IPL. The company’s first association with the franchise in IPL 2015 will have substantial branding exposure at KXIP home ground along with in-stadium promotional rights. Additionally, Mankind Pharma and KXIP will launch a series of joint marketing initiatives to engage with their respective consumers and fans across India.
Mankind Pharma founder-chairman RC Juneja said, “We are delighted to announce our partnership with the KXIP of IPL 2015 for the first time. Team KXIP with its strong players will be a trendsetter this time, and we find great potential in associating with them. Cricket in India cuts across demographic barriers and connects masses. With this association, we aim to create a strong resonance for the brand as it paves its way to become a brand of the masses. We wish the team good luck for their journey in the IPL 8 and hope that they continue their winning streak.”
The IPL has emerged as the choicest brand building opportunity for major brands across the globe. The cumulative reach of the IPL has risen from about 100 million in its first edition in 2008 to 191.4 million in 2014.
Many brands are exercising partnership deals with the eight IPL teams. The associations are estimated to mop up close to Rs 300 crore (Rs 3 billion) from kit deals—sponsorship on players’ shirts, trousers, and caps. Media planners and industry sources say sponsorship rates have risen 10–15 per cent over the last year, when the eight teams collectively made just over Rs 250 crore (Rs 2.5 billion) from sponsorship deals.