WHSmith teams up with IPL’s SunRisers Hyderabad

UK-based retail store chain WHSmith has secured a deal to become the principal sponsor of Indian Premier League cricket team SunRisers Hyderabad for the 2014 season of the Twenty20 competition.

WHSmith, which currently operates 34 stores in airports, metro stations and hospitals across India, will sell SunRisers jerseys, team clothing, player posters and signed memorabilia.

Additionally, it will collaborate with SunRisers Hyderabad on a range on in-store activities and on-ground promotions.

Arun Barathi, chief executive of Aventus Retail Group – the franchisee for WHSmith in India – told the Press Trust of India news agency: "We will be undertaking lots of marketing initiatives at our stores in order to reach out to our target audience and make the game more interesting. We have plans of getting digitally signed bats, balls, caps and other merchandise in our stores for cricket aficionados.”

SunRisers Hyderabad begins its 2014 IPL campaign tomorrow with a match against Rajasthan Royals.