ACC renews partnership with Kings XI Punjab of IPL 2011 Season 4

Company Brief

Mumbai, April 11, 2011

ACC Limited, India's leading cement manufacturer, is pleased to announce the renewal of its association with Kings XI Punjab in Season 4 of the Indian Premier League 2011.

Speaking on the occasion, Mr. Rajiv Prasad, Chief Executive ACC - Northern Region, said "As a company with such an unmatched history of supporting cricket long before the game became so commercially successful, we are indeed happy to see that ACC continues to be associated with India's most favourite game."

Mr. Joydeep Mukherjee, Director Sales - North, ACC Limited, said "I am delighted our association with Kings XI Punjab continues for the second year. The format of Indian Premier League allows us to associate with the most popular sport in India and gives us a wide scope of running innovative activities around consumers, channel and employees."

ACC's relationship with Kings XI Punjab began last year, marking the rekindling of an age old bond with the game of cricket. ACC has a strong presence in Punjab, Himachal Pradesh and Northern India. The link with King XI Punjab team will help the brand relate with the masses in a big way. It also gives ACC customers and channel partners an opportunity to interact with the Kings XI Punjab team. ACC will run several promotions during the IPL season and enjoy brand visibility in stadia by way of Perimeter boards, advertising spots on the big screen and placards.

ACC has a long and rich history of being associated with the game since the 1940s and 1970s when many of the country's great cricket players were employees of the company. The legendary Madhav Mantri joined ACC as a young executive in 1946. ACC was amongst the first companies in India to offer full-time employment to cricketers during this period. Several cricket legends were employees of ACC during their active cricket careers like Rusy Mody, Ramakant Desai, Bapu Nadkarni, Dilip Sardesai, Polly Umrigar, Sunil Gavaskar and Karsan Ghavri among others. India's Test team at the time often had seven or eight players who were also full-time employees of ACC. So close was this bond that sportsmen affectionately referred to ACC's second name as being "All Cricketers Company".

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