Tata Motor #deshketruck have inked the deal with the Pro Kabaddi League to be one of the three associate sponsors of the Pro Kabaddi League Season 6. This is the second brand association between the Pro Kabaddi League and the Tata Motors Commercial Vehicles, who are also the title sponsors of PKL team UP Yodhas.
The Uttar Pradesh Pro Kabaddi franchisee UP Yodha have Tata Motors Yodha as their title sponsors.
Tata Motors Commercial Vehicles are also driving wrestling as the Principal Sponsors of the Wrestling Federation of India. India’s largest commercial vehicle brand is the official sponsor of the Indian national wrestling teams and all the competition under the aegis of the Wrestling Federation of India.
Pro Kabaddi League has catapulted the unheralded Indian rural sports into one of the most successful commercial stories of Indian sports. The league has succeeded to make a mark in terms of television audience, sponsorship sales, players’ salaries and in-stadia attendance.
The league had last season inked a ₹300 crore five-year title sponsorship deal with the Chinese smartphone brand Vivo. This was the highest sponsorship tie-up, except for the IPL, for a sports league in India.
The Pro Kabaddi League players auction in May has witnessed six players getting deals for rupees one crore or above with JSW group-owned Haryana Steelers making the highest ₹ 1.51 crore bid for Monu Goyat.
The league also has leading brands like Thums Up (Powered By) and Bajaj Electricals, Hero MotoCorp and Tata Motors #deshkatruck (Associate Sponsors) and RR Cable (Broadcast Sponsor) on its sponsorship roaster.
The saleability of the league also reflects strongly in the team sponsorship deals. UP Yodhas, in addition to title sponsors Tata Motors, have big brand names like Suzuki Access 125, GMR (Partners); Captain Morgan, Hindi Hindustan newspaper, Delhi GMR, Times OOH, Plaza Premium Lounge, T10 Sports and FM Fever 104 among their partners.
U Mumba has commercial tie-ups with Zandu Gel (Title), Manforce (Powered By), Macho (Associate Sponsor) and partnerships with Fever 104, Courtyard Marriott and Cineyug enterprise Dome.
Puneri Paltan have tied up with Principal Sponsors Force Motors, co-partners Kirloskar Brothers Limited, co-partner MI as well as Equio and Aditya Birla Memorial Hospital. Telugu Titans go into the league with four brands on their roaster, Patna Pirates sponsorship roaster includes Birla Gold Premium Cement and Supreme Plastics; while Haryana Steelers are backed by team owner group JSW, MI, Alcis Performance Wear, Dhaba Bollywood among others.
Gujarat Fortune Giants sponsors list has names like Adani Capital, Body Gym, Fog, Fru2go, Odayo, Jade Blue and Radio Mirchi. Dabang Delhi commercial partnerships have a long list of 31 brands.