SLC secures Kent RO as branding partner for T20I series versus India

Kent RO will be Sri Lankan team’s Back of Jersey branding partner during the T20I series against India in July.

Sri Lanka Cricket (SLC) recently announced that it has brought Kent RO as Sri Lankan Cricket Team’s Back of Jersey branding partner for the three-match T20I series during India’s tour of Sri Lanka next month. For the series away in England, Sri Lanka had brought IFS on board for a similar type of deal.

Kent RO has the tag of being one of India’s leading firms involved in manufacturing Water Purifying Solutions. It is the largest producer and a market leader in RO water purifiers in the country. The agreement between the two will see Kent RO partner with Sri Lanka Cricket throughout the T20I series with India, which is scheduled to commence from 21st July 2021.

The deal between the SLC and Kent RO was assisted by the Alliance Advertising, which is an independent communication and marketing agency, dealing in Sports, Digital, Media, Events, and Creative. They’ve been associated with sports sponsorship and IPL jerseys in the past as well.

Ashley De Silva, CEO of Sri Lanka Cricket said, “We are extremely happy with KENT RO’s partnership with Sri Lanka Cricket and consider this partnership in high esteem as these are the kind of relationships which helps shape the forward journey of Sri Lanka Cricket.”

This alignment of a leading firm involved in water purifying solutions, and an international cricket board is very productive. Since awareness of health and hygiene and sports are often thought to be antagonistic to each other, especially in the Indian subcontinent, this deal bodes well for both parties.

The T20Is between India and Sri Lanka will be played on the 21st, 23rd, and 25th July 2021, at the R Premadasa Stadium in Colombo. The series is expected to be a close affair as millions tune in to cheer their country.  Earlier this week, Unacademy and CoinDCX had signed deals to become title sponsors of the ODI and T-20 series, respectively.

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