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Sunrisers Hyderabad drive on with Cars24 principal sponsorship

Second-hand car trading platform named new front-of-shirt sponsor for IPL franchise.

10 February 2022 Ed Dixon

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  • Cars24 replaces JK Lakshmi Cement as Sunrisers’ main shirt sponsor
  • Elsewhere, Gujarat Titans confirmed as new name of CVC-owned Ahmedabad expansion team

The Indian Premier League’s (IPL) Sunrisers Hyderabad have named online used car marketplace Cars24 as their principal sponsor for the 2022 season.

Gurugram-headquartered Cars24 will feature as the franchise’s front-of-shirt sponsor for the upcoming edition of the domestic Twenty20 competition, taking over from building material company JK Lakshmi Cement.

Announcing the deal, Cars24 noted it was ‘the first and the only pre-owned car brand’ to enter into a partnership with an IPL team.

“We are delighted to partner with a young and loved brand like Cars24, the leading ecommerce brand in the pre-owned auto space,” said K Shanmugam, chief executive of Sunrisers Hyderabad.

“The combination of Cars24’s international appeal and market leadership on the back of strong technology, and Sunrisers Hyderabad’s talented team and global fan following, demonstrates the shared spirit of innovation and speed in conjunction with a brand ideology that appeals to the youth.”

Sudhir Shukla, chief marketing officer at Cars24, said: “As a brand that shares its love for cricket like the rest of the nation, we are immensely excited about this partnership.

He added: “With ten teams to compete for the coveted title, we are sure this edition is definitely going to grab the attention of all cricket fans across the world.”

Elsewhere in the IPL, it has been announced that the league’s new Ahmedabad expansion team will be called the Gujarat Titans.

The franchise was acquired by private equity firm CVC Capital Partners for approximately US$736 million in November and will play at the 132,000-seater Narendra Modi Stadium.

“We want this group to achieve great things for Gujarat and its many passionate fans, which is why we have chosen the name Titans,” said Siddharth Patel, a partner at CVC.

He continued: “We look forward to starting on our journey with the passion and support of the people of Gujarat, and hope to inspire and win over new fans from all over India and the world.”

The Titans will be one of two new franchises to play in the IPL this season. The other, which was bought by Indian-based conglomerate RP-Sanjiv Goenka Group (RPSG Group) for US$964 million, will be called the Lucknow Super Giants.

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