Rahul SahaThis article contains information regarding the organisations enjoying a strong branding presence across Indian Premier League (IPL) franchise Kolkata Knight Riders’ (KKR) physical and digital assets as their official sponsors and partners for the 2024 season.
PRINCIPAL SPONSORS
BKT
Ahead of IPL 2021, Mumbai-based tire manufacturer BKT (Balkrishna Industries Limited) signed a sponsorship deal with seven out of eight IPL teams (excluding the SunRisers Hyderabad) in March 2021 to become their Official Tire Partner.
For the 2024 IPL season, BKT is acting as one of the KKR’s Principal Sponsors.
Dream11
In March 2024, the Knight Riders announced a sponsorship agreement with Dream11.
As per the deal, the Mumbai-based fantasy sports company serves as a Principal Sponsor to the KKR.
OFFICIAL SPONSORS
Reliance Jio
The Mumbai-based Indian telecom giant has maintained sponsorship deals with all IPL teams since the 2018 season.
Joy Personal Care
The Kolkata-based skincare brand was announced as an associate sponsor of the KKR in March 2022.
Apart from branding rights, the partnership entails the two parties collaborating on TVCs and fan-engagement initiatives. The Joy logo also features on the KKR matchday shirt sleeve.
Lux Cozi
The premium innerwear brand of Kolkata-headquartered Lux Industries has served as the Official Kit and Merchandise Partner to the KKR since 2016.
Lux Cozi’s logo duly appears on the front of the KKR matchday shirt, on the top left corner.
Acko
Acko was announced as an associate sponsor of three IPL teams—the Kolkata Knight Riders, the Gujarat Titans, and the Lucknow Super Giants—in February 2022.
In March 2024, the KKR announced the signing of a contract extension agreement with the Bengaluru-headquartered general insurance company.
Royal Green
Royal Green Deluxe Blended Whisky is an Indian whisky produced and bottled by ADS Distilleries.
During the 2023 IPL season, Royal Green served as an official sponsor to the Knight Riders.
Ahead of IPL 2024, in February 2024, Royal Green announced the signing of a contract extension agreement with the KKR.
JSW Paints
JSW Paints, an Indian paint manufacturing company owned by multinational conglomerate JSW Group, was roped in as an associate partner by the Knight Riders ahead of IPL 2024.
Manipal Hospitals
Manipal Hospitals, an Indian for-profit private hospital network headquartered in Bengaluru, joined hands with the Kolkata Knight Riders as an official sponsor ahead of IPL 2024.
OFFICIAL PARTNERS
Thums Up
The Coca-Cola Company and the Kolkata Knight Riders go back a long way. The two first partnered back in February 2009 as part of a three-year agreement, which came at the back of KKR owner Shah Rukh Khan losing his more-than-a-decade-long endorsement deal with PepsiCo. The beverage giant then announced a partnership with the two-time IPL winners in March 2020.
Ahead of IPL 2022, Thums Up, an Indian cola brand of The Coca-Cola Company, was added to the KKR sponsorship portfolio as one of their Official Partners.
Bira91
Beverage and lifestyle brand Bira91 signed a multi-year partnership agreement with the Kolkata Knight Riders ahead of IPL 2023, coming on board as an Official Partner.
Philips
Philips Male Grooming, a men’s grooming products division of Dutch tech company Philips, became an Official Partner of the KKR ahead of IPL 2024.
Advance Decorative Laminates
In March 2024, the KKR inked a sponsorship agreement with Advance Decorative Laminates, an Indian manufacturer and seller of decorative laminates, PVC laminates, and plywood.
The deal sees Advance Decorative Laminates act as the Official Laminates & Plywood Partner of the Knight Riders.
Veedol
Veedol Oil, owned by lubricants manufacturer and marketer Tide Water Oil Co (India) Ltd, was roped in ahead of IPL 2024 as an official partner of the Kolkata Knight Riders.
Big Ant Studios
On the eve of the commencement of IPL 2024, Australian video game publisher Big Ant Studios was announced as an official partner of the Knight Riders.
LICENSING PARTNERS
FanCode Shop
FanCode, a multi-sport aggregator platform by Dream Sports, has a merchandise partnership agreement in place with the KKR via its dedicated lifestyle retail platform, FanCode Shop.
PlayR
In March 2024, the KKR announced a sponsorship deal with PlayR, which came on board as their Official Merchandise Partner for the 2024 IPL season.
Apart from the KKR, PlayR has also extended its sponsorship agreements with the Punjab Kings, the Rajasthan Royals, the Mumbai Indians, and the Chennai Super Kings.
MEDIA PARTNERS
Fever FM
The national radio network has served as an Official Radio Partner to the Kolkata Knight Riders since April 2018.
Throughout the course of the deal, Fever has offered KKR fans several promotional initiatives and unique engagement opportunities.
Sampark
Sampark Advertising Media Pvt Ltd is an outdoor advertising company based in Kolkata. It has been an official KKR sponsor since 2019.
