Indian cricket franchise Mumbai Indians (MI) have signed a new partnership agreement with Usha International for the inaugural season of the Women’s Premier League (WPL).
Usha International, which already has a long-standing partnership with the MI via their Indian Premier League side, will now also work with their women’s team to reach out to wider audiences. The partnership will have the Usha branding featured on the leading side caps and helmets of the MI players.
Komal Mehra, Head – Sports Initiatives and Associations, Usha International, commented:
“With the focus on women’s cricket peaking, having a major cricketing event like this in the country is a huge step in the right direction. It catapults them into the limelight, making them the perfect role models for the younger generations, ensuring they know there are equal opportunities. As a brand, Usha advocates an active and healthy lifestyle and has been associated with the MI men’s team for over a decade, so extending our partnership to the women’s team is a reiteration of our faith in what the team, and the brand, stand for. Besides, Usha has been supporting sports for inclusivity even at the grassroots, so associating with cricketing league for women made perfect sense, and is a move is to reinforce and reinstate equal opportunity platforms for all genders.
Further, it is also a great opportunity to solidify our engagement with consumers in a truly innovative manner. We are excited to begin a new chapter as they play for the first-ever championship title.“
A Mumbai Indians spokesperson added:
“Our association with Usha International for over a decade shows the value and impact both of us have had on each other’s brand journey. They have stood by us unwavering in their support and now to see the partnership growing to 3 teams, including our women’s team is a testament to the synergies both brands share.”
The inaugural season of the WPL got underway on March 4, 2023. It was the Mumbai Indians who faced the Gujarat Giants in the opening game.
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