MUMBAI: In a testimony to the league’s immense popularity with female audiences, Indian innerwear brand Bodycare Creations has signed on as official partner of the Punjab Kings franchise in the upcoming season of the Indian Premier League (IPL) which begins on 9 April.

Bodycare Creations managing director Sanjay Dawar says, "Punjab Kings is an exciting franchise in the IPL and we are delighted to be associated with the team that shares the same passion, dedication, never-say-die attitude and strength as Bodycare. At Bodycare, we're all for offering comfort, be it on the field or off-field and it gives us immense pride to roar as the official sponsor of Punjab Kings, the spirit of Punjab."

This is Bodycare's first association with the Punjab outfit and the brand is looking to capitalise on the high female viewership that the tournament draws.

Dawar elaborates further, "Cricket is undoubtedly the most-watched sport in the country and provides the perfect platform to connect with millions of young and vibrant sports enthusiasts. As part of our brand marketing strategy, we are all set to bat on a new pitch with this tie-up alongside garnering maximum visibility and viewership for the brand."

Bodycare's special campaign on body positivity will also spread the right message to viewers with this association.

Punjab Kings CEO Satish Menon adds, "We are pleased to announce that Bodycare Creations will come on board as the team's official sponsor for IPL 2021. This partner confirms our belief in the rising viewership amongst women especially in the north of India. We are indebted to brands such as these that have taken the step to promote their products on platforms such as ours. Their support is our strength as we aim to excel on the field."

Bodycare Creations will be the official partner for the Punjab Kings team with branding rights and promotional activities throughout the IPL 2021-2022 cricketing season. The brand logo will appear on the team's leading trouser.

In a recent interview, Star Sports head Sanjog Gupta revealed that in 2020, female viewership of the IPL grew by 24 per cent.