MUMBAI: For the eighth year in a row, consumer durables manufacturer Usha International has come onboard as an official partner of Mumbai Indians ahead of the 14th season of the Indian Premier League. 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 specified match toss.
LED walls, jumbo screens, and perimeter boards across the ground will play up the Usha brand at various points during the game. A series of activations across various digital platforms to grow stakeholder engagement and brand recall are also in the works. This includes contests on days when Mumbai Indians is playing, wherein consumers can win an opportunity to virtually interact with their favourite MI players. Additionally, Usha will also launch a digital campaign, featuring select players.
Usha International head – sports initiatives and associations Komal Mehra said, “Consistent effort delivers consistent performance and that is the story of Mumbai Indian – the most successful team in the league. Usha as a brand personifies resilience and consistency, attributes which sync beautifully with MI as a team. The players in the MI team are a living testament to promoting an active and healthy lifestyle which is Usha's brand ethos as well. We look forward to ‘play’ with Mumbai Indians this season.”
A Mumbai Indians spokesperson said, “We are pleased to continue our association with Usha International. They have been part of the Mumbai Indians family for eight years now, one of the longest partnerships in sports sponsorships in India. Our association with Usha reflects the faith and commitment vested in each other by both brands over the course of all these years. We look forward to yet another successful campaign with them, setting new benchmarks on and off the field.”
IPL 2021 opening match is set to be played between defending champion Mumbai Indians and Royal Challengers Bangalore on 9 April in M A Chidambaram Stadium, Chennai. The tournament will be a closed event to begin with and a call on allowing spectators will be taken at a later stage.
