Bicycle manufacturer Hero Cycles has been named a principal sponsor of Indian Premier League Twenty20 cricket franchise Royal Challengers Bangalore.
Financial terms of the partnership, which will cover the upcoming 2016 IPL season, were not disclosed.
“Through this association we aim to reach out to millions of fans of this team and its popular players,” Hero Cycles chairman and managing director Pankaj Munjal said, according to the Hindu BusinessLine website. “Cricket being the most powerful medium in India, and IPL its most spectacular vehicle, this will certainly help Hero Cycles connect with young sports lovers, not just in India but also in other parts of the world.”
RCB, captained by Indian superstar Virat Kohli (pictured), begins its 2016 campaign with a home fixture against Sunrisers Hyderabad on Tuesday.