Usha International announced its partnership extension with Mumbai Indians (MI) for the ninth consecutive season. The collaboration builds on the five-time Indian Premier League (IPL) champions’ priority of health and fitness and Usha ‘Play’ ethos of creating fun and unique integrated experiences for its consumers that support a healthy lifestyle.
In this agreement, the logo of Usha International will be featured on the caps, helmets and on the mat during the official match toss of MI’s fixtures. The Indian company will later announce the details of on-ground brand exposure during the matches along with the digital-led campaigns to engage with the Mumbai-based franchise’s fans.
Commenting on the association, Komal Mehra, Head – Sports Initiatives and Associations, Usha International, said, “The fact that this is our 9th year of association underscores our brand’s culture – we believe in committing to long term strategic partnerships when it comes to nurturing sporting events, then whether it is the youth, the differently-abled, or then established players like the Mumbai Indians team and Mithali Raj. Cricket is an integral part of our country, and the Mumbai Indians are icons playing a huge role in inspiring the youth to lead an active and healthy lifestyle. We are committed to this partnership and extremely happy with it and wish them the very best as they battle to wrest back the championship.”
Speaking on the continued partnership, Mumbai Indians spokesperson said, “We are extremely satisfied to see Usha International benefiting from a long-standing partnership with the Mumbai Indians through brand campaigns and fan activations to build a strong pan India consumer connect. Keeping the Mumbai Indians fan community at heart and leveraging our brand-building capabilities to drive long-term values, we’re delighted to provide the platform that our partners need to continue to build brand prominence.”
In the IPL 2022 retention, the Mukesh Ambani-backed team retained Rohit Sharma (INR 16 crore), Suryakumar Yadav (INR 12 crore), Jasprit Bumrah (INR 8 crore) and Kieron Pollard (INR 6 crore).
In the IPL 2022 mega auction last month, Mumbai managed to pocket two of the most renowned names in the shortest format, Ishan Kishan (INR 14.5 crore) and Jofra Archer (INR 8 crore).
After failing to qualify for the playoffs last year, the Rohit-led team will look forward to clinching their sixth title. They will commence their IPL 2022 campaign on March 27 against Delhi Capitals (DC).