The Board of Control for Cricket in India (BCCI) has announced a new three-year partnership with domestic automotive company Tata Motors.
The deal will see Tata Motors’ Nexon brand become a sponsor of the Indian Premier League (IPL) Twenty20 tournament from this year until 2020.
As part of the agreement, Tata Motors will showcase its new Nexon vehicle in stadiums during this year’s edition of the eight-team competition, which takes place from 4th April to 31st May. The collaboration will also lead to a series of in-venue activations, along with merchandise sales.
The partnership is the latest in a host of sponsorship deals announced by the BCCI ahead of the new IPL season, following a five-year renewal with tyre manufacturer CEAT and a new collaboration with epayments and ecommerce brand Paytm.
“We are delighted to have Tata Nexon as an official partner of the IPL,” said IPL chairman Rajeev Shukla. “Having a leading Tata brand on board is a great testament to the IPL. We look forward to delivering great value to both the brand as well as the company.”
“Cricket is the most celebrated sport in India and the IPL is all about superlative performance, which is also the mantra for the Tata Nexon,” added Mayank Pareek, president of Tata Motors’ passenger vehicle business unit. “We are on an aggressive growth curve currently and would like to ride on the cricket wave to further strengthen our brand among the younger customer groups. We have big plans to capture the audience attention on-ground, on-air and across digital and we hope drive value from this association.”
Meanwhile, the Future Group retail company has agreed a deal with the BCCI to remain an official partner of the IPL for a further three years, prolonging a partnership which started ahead of last season.