LSG signs new principal partnership with KEI Industries

Indian Premier League (IPL) franchise Lucknow Super Giants (LSG) have recently signed a new partnership with Indian manufacturer of wires and cables, KEI Industries Ltd., who will join LSG as their new Principal Partner for the upcoming IPL 2026 season. The deal will see LSG’s playing jersey have the KEI Industries logo on their right chest and also across various other team assets, in-stadium and on-field. LSG will also work with KEI on hosting various marketing and promotional activities along with other integrated communication campaigns across print, outdoor, television, digital, and social media platforms of the club. 

Vinay Chopra, CEO, RPSG Sports Pvt. Ltd., Lucknow Super Giants, commented,

“We are pleased to partner with a well-established and robust company like KEI Wires & Cables. KEI is recognised for its sustainability-driven initiatives, and this partnership aligns perfectly with our vision. This association provides KEI, the No. 1 exporter and leading Wires & Cables brand with access to the massive and engaged LSG fan base, and we are confident of delivering significant value to KEI Wires & Cables.”

Akshit Diviaj Gupta, Executive Director, KEI Industries Ltd., added,

“I am delighted to announce our partnership with Lucknow Super Giants. We are committed to encouraging and elevating the realm of sport in India. The strong fan following of LSG will help enhance KEI’s brand recognition across the nation. This engagement will further strengthen our relationships with customers, and we look forward to exploring additional opportunities to expand our business.”

Manoj Kakkar, Executive Director (Sales & Marketing), KEI Industries Ltd., commented,

“KEI has been actively involved in promoting regional sports with a key focus on Cricket, and our association with the IPL dates to more than a decade now. This partnership with Lucknow Super Giants will enable the KEI brand to connect instantly with millions of viewers across India and overseas. The brand has also planned a series of fan engagement activities and meet-and-greet sessions for key channel partners with players during the tournament across multiple cities.”

Anil Gupta, Chairman-cum-Managing Director, KEI Industries Ltd., said,

“We are delighted to announce our partnership with Lucknow Super Giants, one of the most dynamic and rapidly growing franchises in the IPL. KEI is among the leading wires and cables companies globally with a presence in over 60 countries and we see strong synergy between the two brands.The presence of internationally acclaimed players and their consistently strong performances resonate with the core values of the KEI brand. India is a cricket-loving nation, and through this partnership we aim to further strengthen brand visibility and build meaningful connections with our audiences across markets.”