Mumbai: ACC Limited, India’s largest cement manufacturer, today announced its association with Kings XI Punjab, one of the eight competing teams promoted by the DLF Indian Premier League. ACC will be the Official Team Partner of the Kings XI Punjab team where ACC’s brand will be present on the apparel of the team on the “Leading Arm”.
ACC’s association with Kings XI Punjab also marks the company’s re-association with cricket after a long time. ACC is a pioneer in cement manufacturing in India with a strong presence in Punjab and Northern India. The association with King XI Punjab team will help the brand to relate with the masses in a big way. It will also give its customers and channel partners an opportunity to interact with the players of the Kings XI Punjab team through a number of innovative activations.
ACC’s association with cricket dates back to 1950s and 1970s when many great legendary cricket players were associated with the company. 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, Madhav Mantri, Bapu Nadkarni, Dilip Sardesai, Polly Umrigar, Sunil Gavaskar and Karsan Ghavri among others.
Speaking on the occasion, Mr. Sumit Banerjee, ACC Limited, said “I feel happy that ACC is associated with cricket once again after long years particularly because it is a company that has an unmatched history of supporting cricket decades before the game became so commercially successful.”
Jayanta DattaGupta Chief Commercial Officer, ACC Limited said, “Once upon a time, we used to be employers of India’s legendary cricket names like Polly Umrigar, Madhav Mantri, Bapu Nadkarni, Dilip Sardesai and Sunil Gavaskar to name just a few. Now it feels good to be associated with contemporary names like Yuvraj Singh, Kumar Sangakara, Brett Lee and Irfan Pathan through our association this year with Kings XI Punjab”.
Commenting on the occasion, Mr. Anil Srivatsa, CEO Kings XI Punjab, said, “Kings XI Punjab is thrilled to announce its partnership with India’ foremost cement and concrete manufacturer – ACC Cement. We are happy to partner with ACC Cement as both of us have synergies of being passionate, innovative and trendsetter in our respective businesses. We look forward to cement our relationship with the company and our fans with this association for years to come.”
ACC will run a number of promotions during the IPL season in 2010. In addition, ACC also would have its brand presence in the form of Perimeter boards, placards etc. ACC also would be shooting a new ad campaign featuring Kings XI Punjab team icon Yuvraj Singh along with other team members.
Besides cricket, ACC has been closely associated with sports in India at different levels. ACC’s townships and factories encourage district-level sports including sports meets for rural and tribal people. The company has been closely associated with sporting activities like Boxing and Tennis. In 2004, ACC supported the Indian National Boxing team as part of an initiative to lend assistance to certain disciplines of sports. Also, legendary tennis players of 1960’s like Premjit Lall and Naresh Kumar were full time employees of ACC.