Indian inner-wear brand Bodycare Creations on Thursday announced a sponsorship deal with Punjab Kings for IPL 2021. The homegrown brand, which also happens to be one of the most trusted inner-wear clothing name for more than 25 years, will be the official partner of the IPL franchise, after previously sponsoring Delhi Capitals in IPL 2020.
Under the one-year agreement, Bodycare Creations will have access to promotional and branding rights, that will include the brand logo featuring on the leading side of the Punjab Kings trouser.
While commenting on the collaboration, Sanjay Dawar, Managing Director of Bodycare Creations Ltd praised the franchise by expressing his excitement to be working with a fascinating team. He added by highlighting the fact that Punjab Kings too share “the same passion, dedication, never-say-die attitude and strength as Bodycare.”
With their first-ever association with the Punjab kit, Bodycare seems to have found an ideal partner given the rise in numbers in female viewership of the IPL. Knowing about the range of viewership of the cricketing event, the company finds it as the perfect opportunity, as Dawar admitted that this deal will give the brand maximum viewership and visibility. Within the promotional rights, Bodycare will also run a special campaign on body positivity in order to spread awareness amongst the viewers.
Satish Menon, PBKS CEO, also spoke on this development. “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.”
Menon also discussed the importance of such brands and their agendas, through which they are able to excel too. Punjab Kings will begin IPL 2021 against Rajasthan Royals on April 12 at Wankhede Stadium, Mumbai.