MUMBAI: With the fourteenth edition of the Indian Premier League barely a fortnight away, brands are scrambling to hammer out partnerships with teams in order to maximise their visibility and reach during this super popular cricket extravaganza. The latest to join the bandwagon is wire and cable manufacturer RR Kabel, which has come onboard as the official sponsor of IPL franchise Kolkata Knight Riders (KKR). This marks the company’s first-ever association with the cash-rich league. 

As part of the sponsorship deal, RR Kabel is the leading trouser branding for all KKR team players for IPL 2021. The company, a part of RR Global’s $850+ million conglomerate, aims to reach audiences beyond physical and geographical boundaries, through this association.

RR Global director Kirti Kabra said, “The eastern region markets are critical for RR Kabel where we are strengthening our market position further. And what better way to execute this than an association with a religion like cricket. This strategic collaboration gives us a great opportunity to promote our brand to a larger audience. RR Kabel shares the same brand sentiments as the KKR team which makes our partnership more meaningful with them.”

Kolkata Knight Riders marketing head Kaustubh Jha said, “RR Kabel is one of the most prestigious brands globally and we are elated that they chose to partner with KKR for their first IPL. We aim to forge a strong partnership and create great value for the brands who collaborate with us. KKR looks forward to having a successful season with RR Kabel on board.” 

IPL 2021 will begin from 9 April, and will see two-time champions KKR play against the eight other teams in 14 matches. KKR will play their first match of the season on 11 April at the MA Chidambaram Stadium in Chennai.