The defending champions of the Indian Premier League (IPL 2020) will begin their quest for the 5th IPL title with one of its most loyal fan by their side.
Rohit Sharma’s team is being sponsored for 7th year in a row by Usha International, one of the leading consumer durables company as an official partner.
Usha International’s relationship with the team begin in 2014 and it is continuing since last 7 years and can be called as one of the most longest running partnership between a brand and the IPL franchise.
As part of the association, the Usha logo will be seen on the leading side caps and helmets of MI players and on the mat during match toss. Geared solely to cater to online/TV audiences this year, the stadium will also have massive LED screens running across the perimeter, which will showcase the Usha brand during a couple of overs of the game.
IPL 2020 : Mumbai Indians & Usha International going strong for last 7 years
With Covid-mandated restrictions in place, this cricketing season the focus is on creating virtual experiences. Usha has planned a series of activations straddling various digital platforms for growing stakeholder engagement and brand recall – online contests on days when Mumbai Indians is playing, giving consumers a chance to win an opportunity to interact with their favourite MI players through virtual meet and greets. The brand will also launch a unique digital campaign, featuring select players.
Speaking on the continued partnership, Mumbai Indians spokesperson said, “Our long standing association with Usha International exuberates a sense of pride and trust between the two brands. We value our partnership with Usha and look forward to yet another season of cricketing extravaganza with our fans.”
Commenting on the association, Mr Dinesh Chhabra, CEO, Usha International, said, “The strength of a relationship is reflected in its longevity and more so during tough times, and our association with Mumbai Indians bears testimony to this. Just as any other industry, sports was also impacted with the outbreak of the pandemic. We are confident that this being the first live cricketing event in India after a long hiatus, its viewership is going to skyrocket with matches being aired across platforms to reach every fan and every home across the globe. Our association with Mumbai Indians gives us a great opportunity to strengthen our consumer and partner connect across categories through on-air and digital platforms. This collaboration aligns with and perfectly reiterates the Usha’s brand ethos – Play – promoting active and healthy lifestyle. Staying active at home and eating freshly cooked home food leading to better immunity takes precedence over all else in the current environment.”
Usha International supports numerous sports, healthy and active initiatives in the country including its association with Mumbai Indians, Ultimate Flying Disc, Differently Abled Cricket, Junior Golf Training Programs, visually challenged sports (Athletics, Kabaddi, Judo and Powerlifting) and Football.