(11 March 2010 8:40 pm)

MUMBAI: Digicable has entered into a one-year partnership with Indian Premier League (IPL) franchise Kings XI Punjab (KXIP) for the forthcoming IPL 2010 matches, commencing 12 March.

The deal entitles Digicable to use the names, logos, images and digital signature of KXIP team members in Digicable’s ad materials for one-year.

Besides, Digicable Logo will appear on the leading and rear side of players’ helmets and caps.

Digicable Network MD and CEO Jagjit Singh Kohli said, “Digicable, one of the largest MSOs in the country, is a dominant player in the cable TV business in Punjab, and T20 Season 3 being the biggest sporting event of the country, the association will be mutually beneficial in a big way.”

“In India, cricket generates mass hysteria amongst general public and T-20 matches are lucrative platforms for strong branding and reaching out to consumers.”

The Kings XI Punjab team includes players like Yuvraj Singh, Irfan Pathan, S Sreesanth, R Powar, VRV Singh, Brett Lee, James Hopes, Shaun March, Simon Katich, Kumar Sangakkara and Mahela Jayawardene.

Digicable operates in 14 states in India. Its future plans include triple play services such as voice over internet protocol (VOIP), pay per view (PPV), Video on Demand (VoD), video games and interactive games on its digital platforms.