Haryana Steelers, a franchise in the Pro Kabaddi League (PKL), have retained all of their shirt sponsors from the previous season, demonstrating the team’s solid connections, rising following, and continuous brand value.
JSW Sports‘ advertising approach emphasises the Steelers’ growing reputation as one of kabaddi’s most reliable and marketable teams. Returning brands comprise JSW Cement, 8PM Premium Black Packaged Drinking Water, HPL Wires, HDB Financial Services, and PUMA. This is one of the rare times in PKL history that a franchise has maintained total jersey sponsor retention from one season to the next.
In addition to the historic news, Frido has joined as the official knee cap partner, marking the first time in PKL history that a club has commercialised this category. My Fitness Peanut Butter is the official peanut butter partner, joining Dr Morepen, Unrack, and RedFM as official partners. In addition, NeoSocial and Ethleisure have joined as licensee partners to create Haryana Steelers-branded lifestyle gear. With these partnerships, the Steelers continue to set standards for creative brand collaborations and athlete-centric support.
Karan Yadav, Chief Commercial Officer, JSW Sports, said, “Sustaining and growing long-term partnerships is at the heart of our commercial strategy. The fact that every single sponsor from last season is back on board reflects their confidence in our vision both on and off the mat. Equally exciting is the addition of new brands this season – we are focused on building impactful associations and driving innovative tie-ups that add value to both brands and athletes.”
By combining sponsor stability with category innovation, Haryana Steelers have established themselves as a model for sports business excellence. Their commercial success indicates the rising ROI for sponsors in kabaddi and establishes a new benchmark for strategic sports marketing and brand integration inside the league.
Haryana Steelers are the defending PKL 2025 champions and they have retained key players including as captain Jaideep Dahiya and vice-captain Rahul Sethpal. They acquired top raider Naveen Kumar for INR 1.2 crore. Under head coach Manpreet Singh, the squad blends experience and youth in their pursuit of back-to-back championships. With a balanced squad, greater depth, the team will face Bengal Warriors on August 31, hoping to maintain its supremacy.
