Since the Indian Premier League 2020 is about to start from 19th September, franchises are closing last minute sponsorship deals. The latest one being Kings XI Punjab, signing a sponsorship deal with Ludhiana based cycle brand, Avon Cycles as their Principle Sponsor and Official Cycling Partner for this IPL season.
The deliverables of the deal will see Avon Cycles logo sported on the back of the team’s playing and training kit. The deal will also provide Avon Cycles with an exclusive access towards usage of team logo, player images, conducting virtual meet and greets for the fans, which they can use for their marketing activities.
The Ludhiana based company is targeting premium category cycles and will also be launching digital campaign around the sponsorship #Ride to Roar. The IPL team will also be seen riding Avon’s bicycles on the ground.
The deal will allow the brand with an access to marquee players like KL Rahul, Chris Gayle, Mandeep Singh, Mujeeb Ur Rehman and so on, which they may use in their campaign and other promotional activities. The team will play its first match on 20th September against Delhi Capitals.
Previously, Avon Cycles were in association with another IPL team, the Royal Challengers Bangalore in the 2016 season of the tournament. On the other hand, KXIP were in association with another leading cycle brand, naming Hero Cycles for three seasons, beginning from 2017 up to the end of 2019 IPL season.