Mumbai : Household consumer durable company Usha International would be the official partners of Mumbai Indians (MI) for the 8th and the 9th seasons of the Indian Premier League (IPL).
As a part of the collaboration, the company’s logo would be seen on the leading side of the caps and helmets of the MI players, a media release said.
Usha would also collaborate with the IPL franchise to create exclusive marketing campaigns and is entitled to have multiple players for consumer engagement, the release added.
Season 8 of the popular Twenty20 cricket competition commences on April 8 and concludes on May 24.
Commenting on the development, Komal Mehra, Events Head, Usha International, said, “This association is in continuation of Usha’s long-term commitment towards promoting sports and developing a sporting ecosystem in the country.”
While she did not share the value of the deal, Mehra said: “We are spending around Rs 15-20 crore during this IPL on various activities, including our partnership with Mumbai Indians.”
The company will be promoting its “new age appliances” like halogen oven, slow juicers, on-the-go blenders, air coolers with ionizers, among others.
Elaborating on the reasons behind the deal, Mehra said: “We were looking to strengthen our presence in Western India and this gives us that opportunity.”
The company will also collaborate with Mumbai Indians to create exclusive marketing campaigns and is also entitled to have multiple players for consumer engagement.
“We believe that IPL is a huge platform which allows us to reach out to a large number of cricket crazy fans,” She added.
Before its association with Mumbai Indians, Usha was an official partner of Chennai Super Kings.
