How brands are reaching out to wide PKL audience

MUMBAI: The fifth season of PKL has commenced. The new season is touted to become the one of the biggest league tournament as one sees attraction from many brands as sponsors and partners on board supporting different teams and will feature 136 matches spread across a time period of 13 weeks across 11 states.

The title sponsor is Vivo followed by associate sponsors -- TVS Motors, Bajaj Electricals, Mutual Funds and Gillette Mach3 Turbo. Other partners on board are -- Nissin Foods, Royal Challenge sports drink RR Kabel.

Bengal Warriors owned by Birthright Games & Entertainment is powered by Future Group- Big Bazaar with a number of partners such as FBB, Golden Harvest, Tasty Treat and Koryo.

Bengaluru Bulls owned by WL League has ARMR sporting gear as the apparel partner. The team has roped in sponsors such as Kotak Mahindra Bank, agri brand Golden Harvest, low-cost airline Air-Asia India and family networking application Life360.

Dabang Delhi K.C is owned by DoIT Sports management India founder Radha Kapoor Khanna sponsors of which are not specified yet.

Gujarat Fortunegiants owned by Adani Group chairman Gautam Adani have pulled Fortune edible oil, Jivraj 9 tea, Simpolo Ceramics and Fogg as its sponsors. HET Graphics, Radio Mirchi 98.3 and Columbia Asia are its partners.

The new team Haryana Steelers is owned by JSW sports and the franchise has signed on Kent RO and Exide Industries’ Dynex Batteries as principal sponsors and Valvoline as associate sponsor, respectively.

Jaipur Pink Panthers which is owned by Abhishek Bachchan has Finolex Cables as the title sponsor, and Cycle Agarbatties and Kalyan Jewellers as associate sponsors. The franchise is powered by Lux Cozi and its patners are -- Paytm, and Dida.

Defending champions Patna Pirates owned by Mukand Infinite MD & co-chairman Rajesh Shah has roped in Birla Gold Premier Cement as the principal sponsor and has H&R Johnson and Supreme Plastics as associate and co- sponsors, respectively.

Puneri Paltan owned by Insurekot Sports has Force Motors as the principal sponsors and Kirloskar Pumps, Maxo Genius as the co-sponsors. Its kit partner is Equio.

The Tamil Thalaivas franchise is owned by Iquest Enterprises (Consortium) & Blasters Sports Ventures. Sachin Tendulkar has teamed up with the serial entrepreneur N. Prasad as the co-owner of this franchise.

Telugu Titans is owned by Veera Sports' Srinivas Sreeramaneni and powered by TVS Tyres. Sponsors and partners are, Greenko, Gem paints and Radio City 91.1 FM.

U Mumba franchise is owned by Swades Foundation founder Ronnie Screwvala. The team has signed on pain relief brand Nise Gel, men’s underwear brand Amul Macho and luggage maker American Tourister. UP Yoddha owned by GMR league games has roped in Tata Motors as its official sponsor.

TVS Srichakra Ltd director P. Vijayaraghavan said, “This association is an ideal platform for us to expand our reach and we are confident of elevating our brand recall to a much larger audience."

This year, the level of excitement gets even bigger and by partnering with Telugu Titans, TVS Tyres gets to expand its horizons far and wide in various forms be it extensive in-stadium branding or memorabilia signed by the players along with other prominent merchandise and freebies.

H&R Johnson  executive director & CEO Joydeep Mukherjee said, “We at H&R Johnson have been constantly exploring various alternative platforms to connect with Indian consumers. In today’s fast changing consumer preference, an association with a leading Sports platform like this which has seen huge growth in reach and viewership across the past four seasons significantly helps brands build lasting emotional bonds with consumers."

Patna Pirates CEO Pawan Rana  said, "We are delighted to collaborate with a leading brand in the tiles and lifestyle solution space that holds a great legacy of six decades now and look forward to a great season on and off the field.”

Through partnership with PKL 5, all the brands are getting worthwhile visibility. The association will also be supported with on-ground branding and collateral along with promotional initiatives.


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