KKCL to be sponsor for the Men in Blue till May


The Board of Control for Cricket in India (BCCI) has signed Killer Jeans maker Kewal Kiran Clothing Limited (KKCL) as the official sponsor of the men’s Indian cricket team for five months, replacing gaming and e-sports platform MPL.

After the deal, the killer logo will be used on Team India’s jersey till 31 May 2023.

MPL was the kit sponsor for the Indian team since November 2020, and its contract was to expire in December 2023. Under the terms of the deal, MPL was to pay 65 lakhs per match and As a merchandise partner, BCCI gets Rs 3 crore every year. However, the company had been looking for a replacement since last year as it found it challenging to continue with the deal.

Although the BCCI was not very keen on reassigning the rights, it agreed to sign on KKCL after the MPL refused to continue.

Interestingly, KKCL has got a limited assignment, and the team will only use their logo, and MPL will continue as the kit manufacturing partner.

KKCL is a listed retail company, which also owns brands like Integrity, LawmanPG3, Easy’s and Desi Belle. Its flagship brand Killer has been a part of on-ground branding initiatives during cricket matches.

Hemant Jain, Joint Managing Director, KKCL said, “It is a matter of great pride for us to be on the jersey of India. Iconic asset in world sport.”

ITW Catalyst facilitated the deal with BCCI.

This is not the first revaluation of BCCI’s sponsorship rights in the recent past. Last year, Paytm decided to end its four-year partnership with the board as its total sponsor, and the rights were handed over to Mastercard at the same value. 3.8 crore per match).

Even Biju’s jersey sponsor for Team India, which got the rights again from Oppo, is looking at ending the deal midway, but the BCCI is yet to give its nod for the same.

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