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IPL cashes in FreeCharge partnership

Indian digital payments platform FreeCharge has agreed a deal with the Board of Control for Cricket in India to become a partner of the Indian Premier League Twenty20 cricket competition.

The partnership will run for two seasons, from 2016 until 2017.

Under the agreement, FreeCharge will serve as the official on-ground partner of the IPL.

FreeCharge will benefit from branding placement on the IPL’s various indoor and outdoor platforms, and, to help promote the new partnership, will also launch a marketing campaign across its own platforms.

Govind Rajan, chief operating officer at FreeCharge, said: “The energy and passion that cricket brings forth in its fans resonates with FreeCharge’s core values and will enable FreeCharge to increase its brand recall among people of different age groups in thousands of towns and cities across India.”

The partnership comes after the BCCI last month formally confirmed Chinese mobile telecommunications company Vivo as the new title sponsor of the IPL across the same two-year term.