Over the years, cement companies have consistently invested in IPL teams for sponsorship purposes. Right from the first IPL season, at least one team has been associated with a cement brand as their official sponsor.
India Cements, a brand based from Chennai has been the official sponsor for the Indian Premier League franchise, Chennai Super Kings since its inception. In the present season, the brand’s logo will be sported on the back of the CSK team’s jersey.
India Cements major markets has been Tamilnadu and Kerala. To improve their visibility in that area, they were also the title sponsor for the Tamil Nadu Premier League (TNPL) since the beginning, till the end of 2019 season.
Another cement brand, JK Lakshmi cement has partnered with IPL franchise Sunrisers Hyderabad for the 2020 IPL season. The partnership will see brand logo being sported at the front of the SRH’s jersey.
Previously, JK Lakshmi cement was sponsoring Rajasthan Royals in the 2018 and 2019 IPL season as their front of jersey sponsors. Rajasthan is considered as one of the biggest cement markets in the country.
UltraTech Cement, a Mumbai based cement company, is not sponsoring any team this year. However, it was associated with Rajasthan Royals as their title sponsor for the 2009, 2010 and 2012 to 2015 seasons.
In 2016, when RR got banned for fixing scandal, UltraTech shifted its base to SRH, to which it became the title sponsor for the 2016 and 2017 seasons.
ACC cement, another cement brand has been part of IPL team sponsorship portfolio by sponsoring Kings XI Punjab, right from the 2010 season up till the end of 2015 season. In that duration, the team used to sport the logo of ACC cement on their non-leading arm.