Delhi Capitals has named its co-owner JSW Group as the team's principal sponsor. Last year JSW Group had come in place of Daikin, the air conditioning manufacturing company, as the Indian Premier League (IPL) team's principal sponsor.

Daikin had not continued its sponsorship deal with the franchise because of the new schedule of the IPL.

IPL last year took place between September 19 and November due to the coronavirus pandemic. The league which usually happens in the first half of a year was delayed because of the outbreak.

While the $12 billion JSW Group had replaced Daikin for a year in 2020, the company now has continued its deal as the principal sponsor for a period of three years between 2021 and 2023.

The JSW insignia will be sported on the front of the team’s jersey and JSW's product portfolio will also see exposure in terms of in-stadia branding during the tournament.

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“Cricket and cricketers are a part of India’s DNA. And as principal sponsors of the Delhi Capitals, we are able to add this talented cricketing squad to our JSW Family. A community that includes an employee base of over 67,000 employees and a network of over 10 lakh dealers and retailers," said Parth Jindal, Co-Owner, Delhi Capitals, and Managing Director, JSW Cement and Paints. Jindal is also the founder of Inspire Institute of Sport and Director of JSW Sport.

Along with IPL, JSW Group has various other partnerships with sporting properties.

JSW Group is the principal sponsor of their football club, Bengaluru FC. It has built Olympic Training Institute, Inspire Institute of Sport, and has a more than 50-member Olympic Sport Athlete portfolio that includes wresting world champion Bajrang Punia, junior javelin world champion, Neeraj Chopra and Olympic medalist Sakshi Malik.

Talking about JSW Group continuing as Delhi Capitals' Principal sponsor, Jayant Acharya, Director – Commercial, Marketing and Corporate Strategy, JSW Steel, said: “The IPL and the IPL brand has weathered the pandemic storm, and successfully ensured that brand value creation continues. At the close of the IPL in 2020, through our advertising mix on TV and digital, JSW Group reached out to more than 125 million of our audiences which made a strong case for the extension of this association. We also achieved strong growth in our brand awareness scores driven slowly by our association.”

JSW Group to continue as Delhi Capitals' principal sponsor till 2023

The franchise had lost its long-term principal sponsor Daikin last year, which used to take up the front jersey spot for branding and paid around Rs 16 to Rs 17 crore annually.

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