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Delhi Daredevils gets Coca-Cola, Genesis as sponsors

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | February 05, 2009
The IPL team ropes in Coca-Cola and Genesis, a hard goods and apparel manufacturer, for the second season of the league

Delhi Daredevils, the Indian Premier League (IPL) franchise, is gearing up for the second season of the tournament that starts in April. The franchise has roped in Coca-Cola as an associate sponsor for the upcoming league.

Talking to afaqs!, Vidur Naik, marketing manager, Delhi Daredevils, says, "Coca-Cola, our head wear partner, will jointly promote the team with GMR Sports (the owner of the team). We will organise a series of on-ground activities this season as that's the best way to connect with the cricket fans."

GMR & #BANNER1 & # will launch an on-ground property in the national capital region soon. "We are in the process of launching an extensive fan based activation which will create a lot of excitement for the millions of fans of Delhi Daredevils. Our attempt is to create a world class experience for the fans at the stadium and hopefully, their support will lead us to many victories," adds Naik. This fan based activation is expected to roll-out by March.

Apart from the beverage company, the franchise has also tied up with Genesis, the hard goods and apparel manufacturer, to supply non branded merchandise for the team. The company will make hard goods such as cheering goods, sign boards, key chains and stumps. Adidas has been the official kit supplier and licensed product manufacturer for the team since the inaugural series.

The franchise has decided to discontinue its ties with Akshay Kumar, the brand ambassador of the team in the first season. Naik clarifies that it is not looking at any other celebrity to replace Kumar for the upcoming league.

"It was indeed our privilege to have Kumar associated with us last year but due to his busy schedule, we will not be able to partner each other for the second year. Keeping that in mind, we are not looking at a new ambassador as he was a perfect brand fit for Delhi Daredevils (DDD). Our focus this year is to create a strong relationship with the fans of DDD and on on-ground performance," says Naik.

The GMR owned team is in talks with many leading FMCG and electronics companies for sponsorship deals. The team is in the process of signing on new partners for both uniform and as well as licensee arrangements.

The title sponsor of the team is Hero Honda; Kingfisher and Religare are associate sponsors; Fever FM is its official radio partner while Adidas has been the team uniform sponsor since the first season of the IPL tournament.

To ensure the glam quotient, the franchise is looking at the possibility of introducing cheerleaders. According to Naik, cheerleaders are an integral part of the Twenty20 format and the franchise is looking forward to their presence. However, unlike the Kolkata Knight Riders, the franchise will not organise any talent hunt to select the cheerleaders.

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