GURUGRAM: JSW Sports’ Kabaddi team Haryana Steelers announced on Wednesday that 8PM Premium Black Packaged Drinking Water, from the House of Radico Khaitan, had come on board as ‘Official Beverage Partner’ for the franchise, ahead of Season 10 of the Pro Kabaddi League.
The multi-year deal will see the logo of the surrogate brand of 8PM Premium Black whisky positioned on the back of the Steelers’ jersey for the campaign.
“We’re really glad to be bringing Radico Khaitan’s 8PM brand on board as our Official Beverage Partner. Hydration is a crucial aspect in any sport, and to have a brand such as 8PM partnering us for our needs with respect to beverages is an impactful association that I am sure will benefit both parties and the fans who attend our matches,” said Karan Yadav, chief commercial officer of JSW Sports.
Radico Khaitan Limited, a Fortune India 500 Company, boasts a rich legacy dating back to 1943 when it commenced operations under the name ‘Rampur Distillery Company.’ Over the decades, Radico Khaitan has undergone a remarkable transformation, evolving from a leading bulk supplier and bottler for other manufacturers into one of India’s most esteemed brand. 8PM Premium Black Packaged Drinking Water is the newest addition to the array of brands the company’s portfolio comprises.
On the association, Amar Sinha, chief operating officer, Radico Khaitan Ltd, added: “I am proud to celebrate our flourishing partnership with JSW Sports’ Kabaddi team, Haryana Steelers. At Radico Khaitan, we believe in the power of sports to inspire and unite communities. Our association with the Haryana Steelers exemplifies our commitment to fostering a culture of sportsmanship, resilience, and teamwork. Radico Khaitan is not just a name in the business landscape; we are at the forefront of promoting sports and fitness as integral values, aligning with the spirit of the game. Through this collaboration, we aim to amplify the essence of Kabaddi and contribute to the vibrant landscape of Indian sports. Together, we embark on a journey of triumphs, embodying the strength, determination, and shared values that define both Radico Khaitan and Haryana Steelers.”
The Steelers, who play their matches at the Tau Devi Lal Stadium, in Panchkula, are set to begin their PKL10 campaign with a clash against Gujarat Giants at the EKA Arena, on December 6th.
