USA based company Colgate, has partnered with 6 Indian Premier League franchises, including Mumbai Indians, Delhi Capitals, Kolkata Knight Riders, Rajasthan Royals, Kings XI Punjab and Sunrisers Hyderabad for a duration of two seasons becoming their Official Oral Hygiene partners.
The deal will see Colgate logo being sported at the back of all the six team’s headgear. Other than this, Colgate will leverage other sponsorship rights such as usage of official team logos, player images, Virtual meet and greet with players and so on.
This partnership is first of its kind in IPL. Since FMCG toothpaste brand is quite an unusual category to sponsor an IPL team, it will definitely open up more avenues for the teams to explore partnerships in this category.
As per the sources, Colgate has signed up for a two season deal for year 2020 and 2021 edition which could mean that the brand wants to build on the strategy and retain the category to not let the competition enter the space since the gap between the two edition this time is less than five months.