Chinese telecommunications company Huawei has branched out into a new sport after agreeing a deal to become the principal sponsor of Indian Premier League cricket franchise Royal Challengers Bangalore.
Terms of the deal were not disclosed, but the Indian arm of Huawei will be RCB’s main shirt sponsor and will receive significant brand exposure around the team’s home ground, the Chinnaswamy Stadium, along with in-stadium promotional rights.
The agreement marks Huawei’s first move into cricket sponsorship. The company commenced operations in India by establishing its R&D centre in Bangalore. Both partners will shortly launch a series of joint marketing initiatives to engage with their respective fans and consumers across India.
Cai Liqun, chief executive of Huawei India, said: “We are delighted to be associated with the prestigious game of cricket that cuts across the demographic barriers and connects masses. Our foray into cricket is a gradual phenomenon in the company’s journey to transform into a consumer brand. Through this association, we aim to create a strong local resonance for the brand.”
The Royal Challengers will be playing their inaugural match of the 2014 season on April 17 at Sharjah Stadium in the UAE. RCB will also be playing five matches in its home ground in Bangalore when the IPL returns to India following its opening exchanges in the UAE.