The Indian Premier League (IPL) franchise, Lucknow Super Giants (LSG) have signed Valvoline, an American retail automotive services entity, as their official lubricant partner.
The lubricant behemoth’s branding is prominently displayed on the helmets and caps worn by the Lucknow players during match days and training sessions, throughout IPL 2024.
Havas Play, the dedicated sports, entertainment and content division of Havas Media Network India, orchestrated this collaboration between the Lucknow-based franchise and the lubricant brand.
Ipshita Chowdhury, CMO, Valvoline Cummins, said, “Evidently, cricket holds a significant place in Indian culture, with millions of passionate fans across the country. The IPL, with its colossal viewership and widespread popularity, serves as a prime platform for Valvoline to amplify its brand identity. Partnering with a property as popular as the IPL enables Valvoline to extend its reach to various segments of its target audience, including dealers, mechanics, and other key stakeholders within the automotive industry. The collaboration emphasizes Valvoline’s commitment to quality, performance, and innovation in automotive lubricants. This partnership not only enhances brand visibility but also fosters deeper engagement and loyalty among consumers, solidifying Valvoline’s position as a trusted and influential player in the market.”
Col. Vinod Bisht, CEO, Lucknow Super Giants, said, “We are thrilled to join forces with a distinguished brand like Valvoline, a true leader in the lubricant market. Valvoline’s unwavering commitment to excellence mirrors our own relentless pursuit as a team. The shared synergies between Valvoline and the Lucknow Super Giants are unmistakable – as we are driven by a common goal of achieving recognition as performance-driven and passionate champions. This partnership, orchestrated by Havas Play, exemplifies the essence of brand relatability and a value-driven proposition.”
R. Venkatasubramanian, President – Investments, Havas Media India and MD, Havas Play, said, “Leveraging Havas Play’s expertise in experiential marketing and content creation will serve to amplify the reach and impact of this collaboration. By harnessing its proficiency in crafting immersive brand experiences, we will create compelling narratives around the partnership, resonating with fans both on and off the field. Through innovative storytelling and captivating content, Valvoline will cultivate deeper connections with the audience, ensuring that the brand experience extends beyond traditional advertising avenues.”
Valvoline, a globally renowned brand, boasts a rich history of providing top-tier automotive and industrial lubricants. The American company has rich experience in sports associations as it partnered with Aston Martin and CONCACAF in 2023.
Havas Play is a marketing agency specializing in connecting brands with consumers through entertainment, sports, and pop culture. The marketing agency creates campaigns that tap into people’s passions and interests, using everything from sponsorships and influencer marketing to live events and social media.
The newly unveiled partnership adds to a string of recent sponsorship acquisitions for LSG, which includes brands like Dangal TV, Eco Mobility, BKT Tires, Astral Pipes, BookMyShow, SIX5SIX, INA Solar, SBI Life, Dazller, and Cadbury Dairy Milk.
Currently sitting comfortably in fifth place in the league table, KL Rahul and the Super Giants take on Chennai Super Kings (CSK) tonight at 7:30 PM at the Bharat Ratna Shri Atal Bihari Vajpayee Ekana Cricket Stadium in Lucknow.