Incense sticks manufacturer Lia Agarbathies has reached a sponsorship agreement with Indian Premier League Twenty20 cricket team Kings XI Punjab through February 2015.
Lia Agarbathies and its flagship Cycle Pure Agarbathies brand will feature on perimeter boards during Kings XI Punjab matches.
The NR Group company will be allowed to used images of the team’s players during various advertising campaigns and marketing activities.
Cycle Pure Agarbathies has an established presence in Indian cricket, having sponsored this year’s Asia Cup national team tournament and the 2013 tri-series featuring India, Sri Lanka and West Indies.
It also ran the “Pray for India” campaign during the country’s successful World Cup campaign in 2011, something that will be echoed by “Pray for Kings XI” events during this year’s IPL where fans will have the opportunity to meet players.