Companies rush in for sponsorship of IPL teams

Updated: 15 April 2009 17:13 IST

With just three days left for the start of the second edition of IPL T20 tournament in South Africa, companies are rushing in for sponsoring teams.

New Delhi:

With just three days left for the start of the second edition of IPL T20 tournament in South Africa, companies such as PepsiCo, Dabur and HDFC Standard Life rushing in for sponsoring various franchise teams.

While soft drinks major PepsiCo on Wednesday announced that its newly-launched fruit drink Nimbooz would be the official beverage sponsor of the Kings XI Punjab team, FMCG firm Dabur also tied up with the Preity Zinta-promoted team for its glucose drink.

Through the partnership, Pepsi's Nimbooz will have the exclusive pouring rights at home matches for the team, besides rights to have its logo on the players' uniform, the company said.

As part of the IPL campaign for Kings XI Punjab, PepsiCo would be launching a special marketing initiative in Punjab, Haryana and Himachal Pradesh which would include gift offers and trips to South Africa for fans.

The Kings XI Punjab also scored with FMCG major Dabur India entering into an agreement with it as a sponsor.

This comes after Dabur decided to break its association with the rival Indian Cricket League. Now, Dabur's logo would be sported by the Kings XI Punjab players in their helmets.

"We feel this association would help us build a better connect with the cricket-loving population across India, and further strengthen Dabur Glucose's association with sports and sports events," Dabur India Executive Vice President -Marketing (Healthcare) - K K Rajesh said in a statement.

In another development, private insurance company HDFC Standard Life announced a sponsorship deal with reigning IPL champions the Rajasthan Royals.

The insurance firm would be the associate sponsor and insurance partner of the Shane Warne-led team for this seasons' IPL, the company said.

Topics : Cricket Sreesanth
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