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Hero Cycles becomes main sponsor of Kings XI Punjab

Indian bicycle manufacturer Hero Cycles has been unveiled as the new main sponsor of Indian Premier League Twenty20 cricket franchise Kings XI Punjab.

Terms of the deal were not disclosed, but the agreement will at least cover the 2017 IPL season, which got underway yesterday (Wednesday).

Hero will benefit from front-of-shirt brand exposure as part of the agreement.

“Through this partnership, our objective is to reach out to the millions of cricket fans, particularly the youth,” Hero Cycles chairman and managing director, Pankaj Munjal, said, according to the Hindu Business Line newspaper.

Kings XI has also agreed a sponsorship deal with financial services company ItzCash. The company will serve as an official principal sponsor and payments partner of the team. ItzCash’s logo will feature on the team’s helmets and other official headgear as part of the deal.

Kings XI Punjab begins the 2017 IPL season on Saturday with a game against the Rising Pune Supergiants. The Mohali-based team has appointed Australian batsman Glenn Maxwell (pictured) as its new captain for the 2017 campaign.