Vodafone to be the title sponsor for badminton league

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India’s second largest mobile phone company Vodafone will be the title sponsor of Premier Badminton League during the second season.

While no formal announcement regarding the association has been made, promotional advertisements on Star Sports, the host broadcaster for the league, are showing Vodafone as the title sponsor.

Vodafone joins other sponsors which have associated with the league including Maruti Suzuki, Amazon, Bajaj Electricals, Coca-Cola and Nissin who have already been roped in for the league. While the top tier branding has been secured by Vodafone, Amazon has been positioned for the second highest branding, ‘Powered by’.

Last week a source had told InsideSport that more companies had shown interest in associating with the two-week long league, which begins on January 1, 2017.

This is the second time that Vodafone is associating with the badminton league. Vodafone was also the title sponsor for the league in its earlier avatar as Indian Badminton League in 2013.

In another last minute development on Wednesday, the matches scheduled to be held in Chennai have been moved to Bengaluru. No reason for moving the matches were given but Bengaluru will also be the home ground for Chennai Smashers.

With new stars emerging for the sport in the last couple of years, companies may be finding it attractive to associate with the league. Saina Nehwal’s rise to number in the world ranking, PV Sindhu’s herculean effort during the Olympics and the months after that, rise of Kidambi Srikanth and Sameer Verma has catapulted the sport into national limelight during 2016. All of this is expected to have a positive rub-off on the league.