Fena Detergent, the leading fabric care brand of India, is the official partner of Indian Premier League franchise Kings XI Punjab. As per the association, Kings XI Punjab team jersey will carry Fena’s logo on its Leading arm.
Fena detergent will also leverage other exclusive rights that comes with the sponsorship deal, including players meet and greet with fans, rights on using team logo and player images and so on. It may also launch a new campaign around IPL using the team logo and players.
The partnership with KXIP was a strategic move taken by Fena back in 2018, as the brand doesn’t sell a regional audience-based product, and their target market is spread all across the country.
Therefore, sponsoring a team like KXIP will give them nation-wide visibility at a cost which will be much lesser, when compared to sponsoring other teams like Mumbai Indians, Chennai Super Kings, Royal Challengers Bangalore, Kolkata Knight Riders and Sunrisers Hyderabad as they charge a lot more as compared to KXIP for the same title position.
Its worth noting that the detergent had traditionally being positioned as a female targeted product, however brand’s leap of faith to invest in cricket is working out well and resulting in growing the investments from the category.
Woosh, a competitor brand of Fena has consistently invested in India bilateral series in last few years.