Dairy products manufacturer Mother Dairy has agreed a deal to become the principal sponsor of Indian Premier League Twenty20 cricket franchise the Delhi Daredevils for the upcoming 2016 season.
The two parties will organise consumer engagement programmes and activation initiatives to promote the partnership throughout the season. Financial terms of the partnership were not disclosed.
Mother Dairy managing director Siva Nagarajan said, according to Indian newspaper Business Standard: “In India, sports is picking up as a genre and connects well especially with the younger age group who are gradually shifting towards nutritious and healthy lifestyle, hence creating a perfect opportunity for us to bond with today’s generation.”
Meanwhile, Indian whisky brand Officer’s Choice, which is owned by spirits company Allied Blenders & Distillers, has signed on as an associate sponsor of the Daredevils and reigning IPL champion the Mumbai Indians.
Officer’s Choice said in a statement that it has been named the lead helmet sponsor of the Daredevils, and that its branding would appear on the backs of the helmets of the Indians’ players. Its partnerships with the Daredevils and the Indians will last two years and three years, respectively.
The 2016 IPL season begins tomorrow (Saturday) when the Indians take on newly-formed franchise the Rising Pune Supergiants in Mumbai. Indian pace bowler Zaheer Khan (pictured) will lead the Daredevils in their 2016 campaign.