MUMBAI: Cricket and connections go hand in hand quite literally this season, as RR Kabel recharges its partnership with Kolkata Knight Riders (KKR) as a principal sponsor. The leading wires, cables, and consumer electricals brand has inked a multi-year deal, returning for a second innings with KKR after its initial collaboration in 2021. With branding set to feature on the right chest of all KKR team kits, RR Kabel aims to spark greater brand recognition, particularly in Eastern India, while riding the wave of cricket’s unmatched popularity.

For RR Kabel, the partnership isn’t just about visibility, it’s about powering the spirit of resilience, ambition, and excellence, much like the ethos of the three-time IPL champions. RR Global director Kirti Kabra, highlighted the synergy, stating, “Cricket is where passion, energy, and performance come alive values that align perfectly with RR Kabel. KKR embodies resilience and ambition, making them the ideal partner for us. This collaboration isn’t just a sponsorship; it’s about being part of something that excites and unites millions.”

KKR CEO Venky Mysore welcomed RR Kabel back, saying, “Their continued association reflects the strong synergy between our values and vision. We look forward to strengthening this partnership and creating a lasting impact both on and off the field.”

As KKR gears up for another thrilling IPL season, RR Kabel’s high-voltage branding push ensures that its presence will be felt beyond the stadium, reaching millions of cricket fans worldwide. With this dynamic partnership, RR Kabel is set to illuminate the cricketing stage, proving once again that the right connections both in sport and industry make all the difference.