NBA basketball team Sacramento Kings has sealed its first commercial partnership with an Indian company since it was bought by Vivek Ranadive last year.
The Krrish Group, which boasts specialities as diverse as beer brands and real estate, will activate at the Kings’ Sleep Train Arena and through its broadcast and digital properties to promote its new partnership with Sacramento-based Jimboy’s Tacos. The Mexican-style fast food chain is set to benefit from a multi-store franchise relationship throughout India.
Ranadive, who made his fortune in Silicon Valley, bought out the Maloof family to take control of the Kings in May last year to end long-running speculation that the franchise would leave Sacramento.
He is committed to increasing the Kings’ profile and exposure in his homeland, with further Indian deals in the pipeline to be announced over the coming weeks. The terms of the Krrish partnership were not communicated.
“I am thrilled that the Krrish Group shares our global vision and sees the economic potential of a partnership with the Kings,” Ranadive said. “Given the increasing popularity of basketball and the Kings in India, we hope that this will be the first of many important business partnerships from the region. As we strive to become India's home team, we are proud to call the Krrish Group and Jimboy’s Tacos our partners.”