IPL: Sahara in sponsorship deal with Percept Sport

MUMBAI: Indian Premier League (IPL) franchise Sahara Pune Warriors has awarded its exclusive sponsorship mandate to Percept Sport.

A joint team of Sahara Corporate Communications led by Abhijit Sarkar and Percept Sport will spearhead this initiative of raising sponsorships and managing the sponsor deliverable management for the franchise.
Sahara Adventure Sports director Abhijit Sarkar said, “We have had a long standing relationship with Percept over the years and when this opportunity came up, this was logical. We are very clear that we would love to have sponsors and partners who we would work closely with towards giving them professional delivery of their requirements when they partner us in this exciting journey ahead."
Percept Sports and Entertainment CEO Devraj Sanyal said, ‘‘With our long history in sports marketing and leadership in the sponsorship marketing space, combined with our relationship with the Sahara India Pariwar, we are extremely excited at the opportunity and would look at ensuring our partners work with the Sahara Pune Warriors for a long and mutually beneficial association”.
Sanyal said that they are looking at partners rather than sponsiors. "Franchises are built over a period of time thgat is a given. however to have partners who help build it further by leveraging their association over the long term is what we are looking at. Also those brands who are looking at tapping into what is the youngest city in india and use the platform of the warriors are who would be the perfect fit."

In terms of marketing innovations being looked at, he sauid that while on air and jersey branding are strictly governed by the channel and IPL sponsor guidelines, the agency has thought of some customised innovations to suit categories and brands. "We are discussing these with the brands we are in conversation with," Sanyal added.

The team has in its ranks the likes of Yuvraj Singh, Robin Uthapa, Ashish Nehra, South African captain Graeme Smith, supported by cast of Angelo Mathews, Jesse Ryder and potential Australia captain Tim Paine.

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