IPL’s Sunrisers Hyderabad Increases Sponsorship Portfolio

Ahead of the upcoming Indian Premier League (IPL) season, Sunrisers Hyderabad (SRH), the Sun Group owned franchise has managed to bring a total of 15 sponsors. In 2020, SRH signed a total of 13 sponsors.

The IPL team, which has been consecutively qualifying for playoffs since 2016, has announced JK Lakshmi Cement Ltd as the title sponsor. The cement brand builds on its association with the team from last year, along with Ralco Tyres as a principal sponsor. The franchise has also added water purifier brand Kent RO as another principal sponsor to its portfolio this year.

The likes of consumer electronics firm TCL India, fantasy sports platform Dream11, Jai Raj Steel, Nerolac and Colgate are renewing their deals with the franchise.

Kotak Bank, sportswear and sports equipment brand Tyka, virtual reality sports platform IB Cricket, food brand Double Horse and multi-sport aggregator platform FanCode have also continued their partnerships with the franchise. Anil Kumble’s technology-based sports firm Spektacom is a new addition to the list of partners.

Speaking to local media, K. Shanmugam, chief executive officer, Sunrisers Hyderabad, “Last year has been extremely tough for all of us, business-wise and personally. However, with the incredible support of our invaluable sponsors and fans, we managed to beat the woes and come out strongly with a super successful season. We hope that our partnerships continue to grow from strength to strength and we come back even stronger this year.”

It seems that brands would be willing to invest in sponsorship deals with IPL franchises as the ongoing nationwide vaccination drive, a recovery in consumption and the T20 tournament’s popularity with the masses are propelling such deals.