MUMBAI: The Commercial Vehicles Business Unit (CVBU) of Tata Motors Saturday announced a three-year partnership with the Pro Kabaddi League (PKL) as associate sponsor, starting this season. Concurrently, the Indian auto major will extend their commercial support to Pro Kabaddi franchisee UP Yoddha as principal sponsor for the second consecutive year.
With the aim to promote and encourage sporting talent across India and overseas, this partnership is in line with the Tata Motors objective to strengthen its long-term association with the ancient Indian team sport.
Through the partnership, Tata Motors hopes to build deeper connections with stakeholders across India, including drivers, fleet owners and the general public at large.
This year, Tata Motors will be introducing two new elements in the league. The best defender will be awarded the “Tata Ace Defender of the Match” award after each game. Tata Ace Defender of the Match will culminate into “Tata Ace Defender of the Season” at the end of the Season. Tata Motors will also give out the title of “Tata Ace Fan of the Match” with winner getting a golden chance to watch one of the Live PKL match from the designated VIP Box and also get an opportunity to appear on television.
Commenting on the development, Girish Wagh, president – Commercial Vehicle Business Unit, Tata Motors, said: “Games like kabaddi have always been at the forefront to connect with the masses in India exemplifying the energy, the passion and dynamism which the Tata Motors Commercial Vehicle Brand has always been associated with. Kabaddi as a sport is a passion in our hinterland and PKL is elevating the game through high visibility and appeal to the country at large. Commercial vehicles are the backbone of our economy and in some manner touch everyone’s life on an everyday basis – and kabaddi as a sport is also one for the masses and touches all sections of society. We are truly delighted to partner with the Pro Kabaddi League franchise and continue our association with the UP Yoddha team. We are confident that these associations will reap great benefits in building deeper connections with more natural roots in the heartland of India – something few other sports or marketing events can ever match.
In India, an indigenous sport like kabaddi, that has been around for thousands of years, enjoys a considerable following among the masses. But unlike cricket, its relatively recent and more mainstream counterpart, kabaddi does not garner the recognition and monetary compensation it warrants. By forging a three-year alliance with the Pro Kabaddi League, Tata Motors aims to alter this scenario for the better.
Tata Motors began its association with kabaddi with U Mumba in 2016, for two consecutive seasons of the Pro Kabaddi League. Since last year, the company has been associated with UP Yoddha and has extended their commercial support as principal sponsor of the team this year as well.
PKL has the second highest viewership of any sport in India. The league has grown from 8 teams to 12 teams, and the period has also been extended to 3 months this year.
Tata Motors is passionate about the ‘Sportification of India’. The company is committed to promoting and discovering sporting talent and enabling the youth of this country to achieve their dreams. In recent times, the company has been associated with various sports including wrestling (WFI), cricket (IPL) and football (Jamshedpur FC).
