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Tata Motors steps up backing of Pro Kabaddi League

Indian automotive company Tata Motors has agreed a three-year partnership with the Pro Kabaddi League.

Tata’s commercial vehicles business unit (CVBU) has signed on as an associate sponsor of the league, whose 2018 season commenced yesterday (Sunday). The company will also continue as the principal sponsor of the U.P. Yoddha franchise for the second successive year.

In order to promote its partnership, Tata will sponsor two new elements for the PKL this season. Tata will back defender of the match and season awards, while it will also sponsor the Fan of the Match, who will be granted the opportunity to watch a subsequent event from the VIP Box.

Tata Motors’ CVBU president, Girish Wagh, said, according to the TelevisionPost website: “Kabaddi as a sport is a passion in our hinterland and PKL is elevating the game through high visibility and appeal to the country at large.

“We are confident that these associations will reap great benefits in building deeper connections with more natural roots in the heartland of India – something few other sports or marketing events can ever match.”

Tata Motors previously backed the U Mumba franchise during the 2016 and 2017 PKL seasons.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.