KEI Industries Ltd., one of India’s leading electrical wires and cables manufacturers, has been appointed as the principal partner of Lucknow Super Giants for Season 19 of the Indian Premier League, further strengthening the franchise’s commercial portfolio ahead of the 2026 campaign.
As part of the agreement, the KEI logo will feature on the right chest of the Super Giants’ official match jerseys, ensuring consistent on-field visibility throughout the tournament. The brand will also benefit from in-stadium presence during home fixtures, along with exposure across team-led activations and matchday engagements.
The partnership grants KEI Industries the rights to utilise team and player imagery, as well as the franchise logo, across its marketing and promotional initiatives. The association will be amplified through an integrated communication strategy spanning print, outdoor, television, digital and social media platforms during the IPL season.
Speaking on the association, Mr Anil Gupta, Chairman-cum-Managing Director, KEI Industries Ltd., said, “We are delighted to announce our partnership with Lucknow Super Giants, one of the most dynamic and rapidly growing franchises in the IPL. KEI is among the leading wires and cables companies globally, with a presence in over 60 countries, and we see strong synergy between the two brands. The presence of internationally acclaimed players and their consistently strong performances resonates with the core values of the KEI brand. India is a cricket-loving nation, and through this partnership, we aim to further strengthen brand visibility and build meaningful connections with our audiences across markets.”
Mr Manoj Kakkar, Executive Director (Sales & Marketing), KEI Industries Ltd., added, “KEI has been actively involved in promoting regional sports with a key focus on Cricket, and our association with the IPL dates to more than a decade now. This partnership with Lucknow Super Giants will enable the KEI brand to connect instantly with millions of viewers across India and overseas. The brand has also planned a series of fan engagement activities and meet-and-greet sessions for key channel partners with players during the tournament across multiple cities.”
Mr Akshit Diviaj Gupta, Executive Director, KEI Industries Ltd., continued, “I am delighted to announce our partnership with Lucknow Super Giants. We are committed to encouraging and elevating the realm of sport in India. The strong fan following of LSG will help enhance KEI’s brand recognition across the nation. This engagement will further strengthen our relationships with customers, and we look forward to exploring additional opportunities to expand our business.”
Mr Vinay Chopra, CEO, RPSG Sports Pvt. Ltd., representing Lucknow Super Giants, shared, “We are pleased to partner with a well-established and robust company like KEI Wires & Cables. KEI is recognised for its sustainability-driven initiatives, and this partnership aligns perfectly with our vision. This association provides KEI, the No. 1 exporter and leading Wires & Cables brand, with access to the massive and engaged LSG fan base, and we are confident of delivering significant value to KEI Wires & Cables.”
The announcement follows Lucknow Super Giants’ recent partnership with JK Super Cement, further strengthening the franchise’s commercial roster as it prepares for the new season.
IPL Season 19 is scheduled to run from March 26 to May 31, 2026. After a seventh-place finish last season, the team has reshaped its squad with a blend of international experience and emerging talent. The franchise secured players including Wanindu Hasaranga, Anrich Nortje, and Josh Inglis at the auction, while retaining a core group that features Rishabh Pant, Nicholas Pooran, Mitchell Marsh, Aiden Markram, Abdul Samad, Mayank Yadav, and Mohammad Shami.
With renewed commercial momentum and a strengthened playing squad, Lucknow Super Giants head into the upcoming season targeting a return to playoff contention, backed by the visibility and support of their new principal partner.
