New Delhi: Dollar Industries Limited has started a new innings for the annual cricket festival, the Indian Premier League (IPL) with ‘Rajasthan Royals’ as its principal sponsor. As a multi-year partnership, the Royals will wear the dollar logo on their official Rajasthan Royals team clothing at the top right chest.
Being one of the leading companies in the hosiery sector, Dollar Industries Limited is spread across the country with Rajasthan being identified as the priority market especially in terms of business.
Meanwhile, the company’s recent brand – Athleisure is also gearing up to complete this important collaboration with the royals. Since athleisure is a relatively new category, Dollar also intends to increase the brand visibility of this product portfolio across India as IPL is one of the most keenly watched tournaments by this cricket-loving country. The viewership of the 14th edition of IPL was around 400 million.
“Rajasthan Royals, which won the first edition of the IPL, are one of the most popular IPL franchises and an extremely competitive team with marquee national and international players representing them. Our association with Rajasthan Royals will give us an opportunity to leverage our brand – Athleisure at the national level. Rajasthan has been a major market for the dollar for the past few years. With the athleisure segment growing rapidly since the pandemic and contributing significantly to our company’s market share growth, we are confident that this association will benefit the brand to a large extent,” said Mr. Vinod Kumar Gupta, Managing Director, Dollar Industries Ltd. said.
“We at Dollar Industries Limited are impressed and excited by the brand transformation and are pleased to associate them with the franchise. Being a brand that serves millions of consumers across the country, with a special focus on our home state of Rajasthan, we feel there is a strong association and we look forward to supporting their growth. Said Mr Jake Lush McCrum, Chief Executive Officer, Rajasthan Royals.
Apart from its current captain Sanju Samson, Rajasthan Royals includes many famous names including Ravichandran Ashwin, Jos Buttler, Yuzvendra Chahal, Devdutt Padikkal, Shemron Hetmyer, Rassi van der Dussen, James Neesham. The Royals caught world attention in 2021, when equity firm Redbird Capital Partners, which has stakes in Liverpool FC, Boston Red Sox, Toulouse FC, etc., bought a 15% stake in the Rajasthan-based franchise.