The marquee kabaddi competition, Pro Kabaddi League (PKL) has developed a sponsorship deal with Roff, a tile adhesive brand in India from the house of Pidilite Industries Ltd.
The company released a statement stating that this partnership is a calculated step towards reaching a wider audience for Roff.
Throughout the partnership, the brand hopes to increase its visibility by implementing a thorough plan that involves carefully placing elements like logo displays, upper-tier branding, static LED perimeter boards, squeeze-ups (one per match), and upper-tier branding on replay screens and presentations, award ceremonies, and end slates.
Moreover, Roff’s logo could be seen at several touchpoints, such as the ‘Super Tackle’ phase of the game, in both super tackle and speculative instances of a super tackle. Along with this, the slogan ‘Magar ki Jakad’ by Roff also gets mentioned in the discussion by commentators during the instance.
Manish Dubey, Chief Marketing Officer, Pidilite, said, “We’re excited about Roff’s partnership with the Pro Kabaddi League (PKL) 2023 as we find a strong brand connection with PKL. The core brand promise of strong grip (that Roff has on tiles to walls) very well resonates in the game of Kabaddi. This connection made PKL very attractive for us.”
Before this deal, the league also onboarded Gravolite as an official supplier of kabaddi mats for the ongoing PKL 10.