Bira 21 signs up for perennial sponsorship deal with Delhi Capitals

IPL 2020: Bira 21 signs up for perennial sponsorship deal with Delhi Capitals

India’s rapidly growing beer brand Bira 91 has signed a perennial sponsorship deal with Delhi Capitals, Indian Premier League (IPL) franchise. According to the deal, the Bira logo will be set forth and displayed on the Delhi Capitals player’s helmets and caps. Bira will replace JBL, top music equipment- speaker and headphone brand.

According to InsideSport.co, Delhi based IPL team and beer brand Bira 91 has entered a five-year sponsorship agreement and a formal announcement is expected soon.

The leading beer brand Bira 91 is also a global partnership of the International Cricket Council.  Ahead of the ICC World Cup 2019, Bira 91 had entered into the five-year deal with International Cricket Council (ICC).

As a part of the agreement, which runs through 2023, Bira 91 had procured the status of an official sponsor of ICC global tournaments, which includes ICC World Cup, ICC T20 World Cup, ICC U19 Cricket World Cup, ICC World Test Championship and ICC Women’s Championship.

Earlier this year, Delhi Capitals have also signed leading financial exchange disruptor EbixCash, the global brand gaining prominence in international cricket, as an associate sponsor for the back jersey of the team.

The GMR-owned franchisee and JSW Sports has an existing deal with the title sponsors Daikin. Besides the team’s commercial partners- Fever 104 FM, Paytm and 107.2 Radia Na Ha, the other main sponsors are Lotus Herbals, Coca-Cola, Jio Digital Life DTDC Courier and Dream 11.

India’s premier long-distance run organizers Procam International earlier this month have announced Bira 91 as the official Companion for all their four world-class running events.

The partnership kicked off with the esteemed World Athletics Gold Label Road Race Tata Mumbai Marathon on January 19.  It extends to Airtel Delhi Half Marathon, Tata Consultancy Services World 10k and Tata Steel Kolkata 25k.