Men’s personal care brand Black Knight has reached a sponsorship agreement with the Sri Lanka national cricket team.
The terms of the deal with national governing body Sri Lanka Cricket were not disclosed, while Black Knight will activate the partnership to target the youth market in the Asian country.
Black Knight is distributed in Sri Lanka by the International Cosmetics Group and is a subsidiary of the Capital Maharaja Organisation – a conglomerate which has an association with Sri Lankan cricket that began in 1963.
Kirubha Kumarakulasingham, group director at International Cosmetics, said: “Cricket is a hugely popular sport in Sri Lanka, and is loved by almost everyone. The cricketers are seen as role models by the youth and many aspire to be like them one day. By partnering with Sri Lanka Cricket, Black Knight hopes to take its mission a step further by reaching out to the youth of the country through their beloved sport.”
Sri Lanka plays its next Pool A game at the Cricket World Cup against Afghanistan on Sunday, having lost to co-host New Zealand in the tournament opener.