Lux Cozi, a men’s innerwear brand based from Kolkata, has retained its partnership with Indian Premier League franchise, Kolkata Knight Riders as their Official partners. The two teams first came into partnership in 2010, but in the same year itself the deal was scrapped due to a criminal case being registered against Ashok Todi, the owner of Lux Cozi.
Shah Rukh Khan, one of the owners of KKR was also made the brand ambassador of Lux Cozi in 2010, the deal for the same was also scrapped because of the rising rage of people against Ashok Todi. In 2017, the two brands again came together and signed a partnership deal for 2 years, making Lux Cozi the Official partner of KKR.
The deal included Lux logo sported on the right upper chest of the team jersey, at the same time leveraging other sponsorship rights like usage of team logo, player images and so on.
The deal was further retained in 2019 for another two years. Extending the deal indicates the value that sponsorship delivers to the brands in IPL.
Besides this, Lux Cozi has also partnered with IPL franchise Kings XI Punjab in 2012 and 2013, however, the partnership was not retained further.