HP Inc.’s Indian division has announced that it will be the principal sponsor of the Royal Challengers Bangalore cricket team for the upcoming Twenty20 season.
United News Of India (UNI) reports that the deal is part of HP’s strategy to create better engagement with the millennial demographic, and that the partnership hopes to “connect with millions of consumers across India as the leading technology provider.”
The agreement will see HP occupy the front of RCB’s playing jersey, whilst also being visible around the stadium and in promotions run by the RCB management team. HP’s promotional activities will also star some of the team’s players, such as TV commercials featuring the players endorsing the OEM’s products.
HP India is also running various promotions that will gift “tech-savvy cricket fans” the chance to meet RCB’s stars, such as Virat Kohli, Brendan McCullum, and former South Africa captain AB de Villiers.
“HP is proud to be partnering with Royal Challengers Bangalore (RCB) and this association will help us connect with consumers across segments, age groups and geographies in India” declared HP India’s Managing Director, Sumeer Chandra. “I wish Virat Kohli and the RCB team a very successful T20 season and expect this association to provide further impetus to technology adoption in the country.”
Neelima Burra, the OEM’s Country Marketing Director, added: “As brands, both HP and RCB stand for leadership, trust, performance, versatility, and resilience, and we are excited to partner with Royal Challengers Bangalore. We are continuously looking for avenues to engage with our consumers. We believe our association with RCB will help us strengthen our engagement with the millennials in India and bring the world of cricket and technology on a single platform.”
“We are very happy to welcome on board HP India, leaders in technology and a brand that is synonymous with creating fantastic experiences for everyone, something very similar to the DNA of Royal Challengers Bangalore,” said Amrit Thomas, the Chairman of RCB. “We look forward to them sharing a great T20 season with the team and all RCB fans.”
