Valvoline Cummins Private Limited, a renowned marketer and supplier of lubricants and automotive services has become the principal sponsor for the IPL franchise SunRisers Hyderabad. The company will be the principal sponsor for the entire 13th edition of the grand tournament scheduled to start from 19th September. The league is going to be hosted in UAE this year.
The Valvoline Cummins Pvt Ltd sees it as an investment to sponsor a team which has been playing very dynamically since the 2016 edition. Being one of the most popular cricket tournaments, the brand hopes to have far-reaching engagements with the SunRisers fans.
The move came as an attempt to better the company’s engagement with its consumers and the expansion of its market share in the country. The brand will be seen launching campaigns to promote their partnerships by rolling out joint initiatives with multiple media platform. The logo of the company will be a part of the jerseys of the team’s players.
“We are always looking for relevant avenues and associations to engage with our consumers, and this association with a sporting event is a natural extension of the brand ethos. The Indian Premier League (IPL) is undoubtedly one of the most popular sporting events in the country, and our choice of IPL as a platform to actively engage with consumers stems from this. We are excited to extend our partnership with such a strong and dedicated team as SunRisers Hyderabad,” Valvoline’s MD Sandeep Kalia was quoted as saying in a statement.
SunRisers Hyderabad CEO K. Shanmugam said, “We are very excited to partner Valvoline for the forthcoming season of the Indian Premier League. Valvoline is an eminent brand and we see incredibly strong alignment with them. With our partnership, we look forward to creating great cricket moments for fans and putting up a solid show like every year.”
The IPL will be played from 19th September to 10th November. The tournament will be played at three venues in UAE- Abu Dhabi, Sharjah and Dubai. A total of 60 matches will be played during the tournament.