Indian automotive company Tata Motors has agreed a deal for its Nexon brand to sponsor the Indian Premier League Twenty20 cricket tournament.
Tata Nexon will serve as an official partner of the IPL for the three seasons from 2018 to 2020.
As part of the agreement, Tata Motors will showcase the new Nexon vehicle in stadia during this year’s IPL, which runs from April 4 to May 31. A range of in-venue engagement initiatives will be launched, along with merchandise sales.
The Tata Nexon Super Striker will also be introduced, rewarding the best striker of individual matches and the tournament as a whole. The striker of the tournament will receive a Nexon car.
Another initiative will be the Tata Nexon Fan Catch, which will reward any fan who makes a single-handed catch with R100,000 (€1,243/$1,537). The season winner of the initiative will receive a Nexon car.
Mayank Pareek, president of Tata Motors’ passenger vehicle business unit, said: “We are on an aggressive growth curve currently and would like to ride on the cricket wave to further strengthen our brand among the younger customer groups. We have big plans to capture the audience attention on-ground, on-air and across digital and we hope to drive value from this association.”