On Sunday, the 14th edition of the Indian Premier League is resumed in the United Arab Emirates. Instead of 10 teams, this time eight teams from Delhi, Banglore, Chennai, Hyderabad, Mumbai, Rajasthan, Punjab, Kolkata are playing in IPL 2021.
A total of 31 matches are left in IPL 2021 with the final set that will take place at the Dubai International Stadium on October 15. Out of eight teams that are playing, Kolkata Knight Riders have played seven matches till now with only two of them that they have won.
KKR will play their next eighth match on September 20 against Royal Bangalore (RCB) at Sheikh Zayed Stadium, Abu Dhabi.
As you all know, every IPL team is sponsored by many brands. These brands are a source of income for the players as well it is a very important strategy for marketing brands to a wider audience. These brands can target their particular audience since these IPL matches are watched by a variety of demographic profiles. Especially, in India, Cricket is the most popular game as compared to the country’s own National game, Hockey.
“It is a win-win situation for all stakeholders. Brands get to target consumers across the country as against a particular region. It allows them to stay engaged with fans through the tournament in one capacity or another. It is also a way of mitigating risks by partnering with multiple franchises and have more content available to build promotions. Such deals also allow more engagement and conversations,” said Nikhil Bardia, head of sponsorship sales at RISE Worldwide, the sports and lifestyle vertical of Reliance Industries Ltd.
For IPL 2021, a total of 15 official sponsors and partners are representing the Kolkata Knight Riders. Some of the following brands are sponsoring KKR:
Mobile Premier League
This year MPL which is a gaming platform has become a principal sponsor for KKR. The team has signed a three-year sponsorship deal that begins from 2021 to 2023. MPL logo is featured on the team jersey.
KKR signed wire and cable manufacturer RR Kabel as its official sponsor for the 14th edition of the T20 tournament. The company’s branding is featured on the trousers of all KKR team players for IPL 2021.
Lux Cozi which is a men’s innerwear brand based in Kolkata, has signed a partnership with the Indian Premier League franchise, Kolkata Knight Riders as their official sponsors. The brand name of Lux Cozi is appearing on the jerseys of the KKR team players.
TV9 is one of the reputable and fastest-growing channels in India. The partnership is continued with the channel for the second year in a row. KKR players have the logo of TV9 Bharatvarsh on the sleeve of their kit. KKR’s sister franchise in the Caribbean Premier League, Trinbago Knight Riders (TKR) was also sponsored by TV9 Network last year.
Astral Pipes which is an Ahmedabad- based plumbing and drainage systems manufacturer has announced itself as an official sponsor of KKR for the 14th edition of IPL. Astral’s logo can be seen on the sleeves of KKR’s matchday shirt.
Colgate, a dental care brand is announced as the Official Smile and Oral Hygiene Partner of six out of eight IPL teams – excluding CSK and RCB – in September 2020 in a two-year deal. Not only this, Colgate will launch a special edition of six different ‘MaxFresh’ toothpaste, one representing each team. The “Colgate Smile” logo will be visible on team caps, helmets and LED screens on the ground, creating an integrated brand experience.
Since 2018, Reliance Jio which is a Mumbai-based Indian telecom giant has maintained a sponsorship deal with all eight teams across the IPL 2018. However, with KKR, Jio has been the principal back-of-shirt sponsor on the team’s tshirt since the 2017 season.
The youth fashion brand Wrogn is announced as an official Merchandise Partner to KKR. The brand’s sportswear division is announced as KKR’s Official Kit Supplier. Wrogn’s logo is featuring on the team’s matchday trousers. Other Merchandise partners of the IPL 2021 for the Kolkata Knight Riders cricket team are Bewakoof.com, Boat, Gully, The Arena, The Souled Store and CricFig.