MUMBAI: IPL franchise Rajasthan Royals has roped in UltraTech Cement, part of the Aditya Birla group, as the Principal Team Sponsor for the fifth season of the IPL.
The cement brand has been associated with the Rajasthan Royals since the first season. They were principal team sponsors in 2009 and 2010 while being an on-ground partner in 2008 and 2011. The Royals also launched the team‘s new jerseys and presented their new line up, which includes five cricketers who were acquired at last month’s IPL auction.
Last year the principal sponsor was Floriana. “We are still a month away from the event kicking off. Right now we have eight sponsors. By the time the event starts, we expect to have 14-15 sponsors like last year," said Rajasthan Royals CEO Raghu Iyer.
The other sponsors and partners include Kingfisher, Puma and TCS. Some deals are on-going while others like TCS are on a yearly basis.
UltraTech Cement business director OP Puranmalka said: “Rajasthan Royals in their previous IPL editions have stood for inspired leadership, innovation and professionalism. Driven by a team of Professionals and strategic thinkers, UltraTech, as a Market Leader and a champion brand, places great emphasis on all of these attributes too.”
Ultratech Cement Joint Executive President Shashank Awasthi said that the compabny’s marketing budget will be similar to last year. 70 per cent of the spend goes towards below the line activities. The deal with the Rajasthan Royals will help build relationships with their dealer network and customers. The company will do contests, hold meet and greet meetings with the stars for their dealers and customers. The company also does things at the grassroots level like support Dilip Vengsarkar’s academy.
Rajasthan Royals co-owner Shilpa Shetty said, “We are very pleased to have UltraTech Cement as the Royals’ Principal Team Sponsor. I am confident that with their support, the Royals, under a new captain and with the exciting new additions to our squad will be able to give our fans a lot to cheer about this season. As a tribute to our home city we have also designed a new training jersey.”
Shetty along with Puranmalka launched the team’s official jersey in the presence of team members at a glittering ceremony that witnessed the use of innovative video projection mapping to unveil the brand new jersey. The projection was used to show case the team’s unforgettable moments of victory and pride during the last few seasons.
Designed by Puma, which is the franchises‘ official kitting partner, the lightweight jersey is made with Polyester and lightweight mesh back and are made to give high breathability in soaring temperatures. With styled names and numbers inscribed in Dazzel gold, the royal blue jerseys have cut and sew panels with Dazzel inserts. In addition to this, a training jersey dedicated to the pink city of Jaipur, the team’s home, was also unveiled at the ceremony.
