HARYANA STEELERS, defending champions of the Pro Kabaddi League (PKL), have retained all their jersey sponsors from the previous season – a testament to the “team’s strong partnerships, growing fanbase, and consistent brand value”.
JSW Sports’ commercial strategy highlights the rising stature of the Steelers as one of kabaddi’s most trusted and marketable teams. Returning brands include JSW Cement, 8PM Premium Black Packaged Drinking Water, HPL Wires, HDB Financial Services and Puma. This marks one of the few instances in PKL history where a franchise has secured complete jersey sponsor retention from one season to the next.
Additionally, Frido joins as the Official Knee Cap Partner – the first time in PKL history that a team has commercialised this category. My Fitness Peanut Butter joins as the Official Peanut Butter Partner, along with Dr Morepen, Unrack, and RedFM as the Official Partners. In addition, NeoSocial and Ethleisure join as Licensee Partners, creating Haryana Steelers branded lifestyle wear.
With these associations, the Steelers continue to set benchmarks in innovative brand tie-ups and athlete-centric support.
Speaking on the announcement, JSW Sports chief commercial officer Karan Yadav said: “Sustaining and growing long-term partnerships is at the heart of our commercial strategy. The fact that every single sponsor from last season is back on board reflects their confidence in our vision both on and off the mat. Equally exciting is the addition of new brands this season – we are focused on building impactful associations and driving innovative tie-ups that add value to both brands and athletes.”
With every sponsor from last season returning, the Steelers have reinforced their reputation as one of the most trusted and marketable teams in the league.
