MUMBAI: Hero MotoCorp-backed electric two-wheeler maker Ather Energy on Tuesday said it has signed a multi-year deal with the freshly minted Tata Indian Premier League franchise Gujarat Titans as principal sponsor.
The partnership, which kicks off with IPL 2022, will see the Ather Energy brand on the front of the Gujarat Titans’ official team jerseys, the company said in a statement without disclosing the tenure of the deal.
According to the Economic Times however, the deal tenure is for two years and worth Rs 20 crore ($2.7m) a year. It also marks the first major electric vehicle (EV) brand sponsorship of an IPL team.
The partnership was brokered by Rise Worldwide, a subsidiary of Reliance Industries, which serves as the exclusive sales partner of the Titans.
Ravneet Singh Phokela, chief business officer Ather Energy said: “Ather is rapidly expanding across the country, with a presence in 24 cities and expected to be across more than 100 cities over the next 12 months. The scale and reach of IPL provides a great platform for us to rapidly drive awareness and familiarity for the brand across the country, as we expand our geographic footprint. But beyond just reach numbers, the IPL has the unique advantage of being a sporting event whose appeal cuts across age and gender boundaries, engaging the entire household. This gives us the opportunity to introduce our scooters to a larger audience and accelerate the adoption of EVs across the country.”
Colonel Arvinder Singh (representing team owners CVC Capital Partners), chief operating officer Gujarat Titans, said: “We are delighted to join hands with Ather Energy, a young and flourishing company that has been leading the way in the EV sector in India. The blend of youthfulness and strategic thinking that Ather Energy projects resonates with us as a team as we embark on a journey with youthful spirit and determination in mind to make our mark in the league. We hope to work together with great synergy to achieve our goals.”
Over the next three years, Ather plans to increase its annual production capacity to one million scooters from four lakhs by the end of 2022, install 5,000 fast chargers across India, develop new products and increase its network to 600 stores. This partnership will now allow Ather Energy to tell the story of its breakthrough product with a breakthrough team and will help enhance awareness, build credibility, and trust.
Ather Energy is deeply invested in the charging infrastructure with its public charging network – the Ather Grid to provide a holistic experience to the rider community. With 300+ charging points across India, Ather Grid is one of the country’s largest fast-charging networks for electric vehicles.
