Here are the organisations serving as official sponsors and brand partners of Pro Kabaddi League team Haryana Steelers, thus enjoying a strong branding presence across their physical and digital assets.
With Haryana Steelers being owned by JSW Sports, the sports division of the JSW Group, other brands of the Indian corporation have served the PKL team as their sponsors over the years.
JSW Cement was initially part of the Steelers’ sponsorship portfolio as an associate partner. However, in 2023, it was moved up to the role of principal partner.
The two parties last signed a contract extension deal in October 2024. As part of the agreement, the JSW Cement is prominently displayed on the front of the Steelers’ playing kits.
8PM Premium Black Packaged Drinking Water is an Indian brand owned by the Radico Khaitan family. In November 2023, Haryana Steelers announced via social media that the 8PM brand had come on board as their official beverage partner.
The multi-year deal puts the brand’s logo on the back of the Steelers’ jersey.
DafaNews, the sports portal of the Philippines-based online gambling company Dafabet, remains a key partner of the Steelers. Having served as one of the principal partners of the franchise for a couple of years, DafaNews has since been serving as one of their associate partners, with its branding visible on their playing shirt’s shoulder blades and shorts.
In October 2024, Haryana Steelers announced a strategic partnership with HDB Financial Services Limited, an Indian non-banking financial company.
As part of the deal, HDBFS’s logo is prominently featured on the right shoulder of the Steelers’ playing shirt.
HPL Electric & Power Ltd, a Noida-headquartered electrical equipment manufacturer, has been an Associate Sponsor of the Steelers since July 2019.
As per the deal, as part of the branding rights, the logo of HPL’s LED products range (HPL LED) features on the right matchday shirt sleeve of the Steelers.
In March 2024, German sportswear manufacturer Puma revealed a first-of-its-kind agreement with PKL side Haryana Steelers, becoming their Official Kit Partner as part of a multi-year deal.
As per the agreement, Puma has its logo featured on the nape of the Steelers jersey and also on their shorts.
With this association, Puma aims to strengthen its presence within the Indian kabaddi community.
In November 2024, the Steelers announced signing a partnership agreement with New Holland, a global operator in agricultural machinery, as their “official taakat partner”.
Ahead of the tenth PKL season, in December 2023 Haryana Steelers announced a partnership with Indian sports nutrition brand Fast&Up, roping it in as their official nutritional partner.
In December 2024, the Steelers announced the signing of a partnership agreement with Mesmerize, an Indian fashion brand, to launch an exclusive collection inspired by the culturally rich sport of kabaddi.
The “Haryana Steelers x Mesmerize” collection features meticulously crafted pieces of jewellery, including necklaces and bracelets designed with elements aimed at resonating with kabaddi.
Inspire Institute of Sport (IIS) is India’s first privately funded high-performance training centre for athletes. Founded by the JSW Group, the facility is spread over 42 acres in Vidyanagar, Bellary, Karnataka.
IIS provides full scholarships to athletes scouted from across the country in athletics, boxing, judo, swimming, and wrestling.
Both Haryana Steelers and IIS are part of the JSW Sports umbrella, and IIS is to act as the Steelers’ official high-performance partner for PKL 2025.
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