MUMBAI: Casio’s G-Shock range of watches has tied up with Indian Premier League franchise Rajasthan Royals as its official toughness partner.

The tie-up kickstarts G-Shock’s formal association with competitive sports in India. The partnership provides a unique chance to tap into the individual fan bases of the team and the G-Shock community in India to collaborate and drive the visibility for the respective brands, the company said.

This also opens up a new area of collaboration in the future where custom-designed limited-edition G-Shocks for Rajasthan Royals can be a part of official player equipment and fan merchandise.

Casio India vice president Kulbhushan Seth shared that the range of watches is designed to be tough and raises the bar on-field performance. “G-Shock is an iconic watch brand across the world by being integral to the youth culture through fashion, music, arts and sports. Rajasthan Royals is a resilient and tough team and this partnership opens up a unique opportunity for both brands to further inspire and drive the never give up attitude amongst a larger section of youth who actively follow cricket and are G-shock lovers,” he added.

Rajasthan Royals chief operating officer Jake Lush McCrum said, “Rajasthan Royals has always been synonymous with introducing innovation and technology to its methods of working, both on and off the field. The synergism between our two brands is enormous and provides us with the opportunity of exploring a more long-term focused relationship to drive unified objectives.”