Mother Dairy has been named the official ‘Dairy Partner’ for the 2024 season of the Pro Kabaddi League. Throughout the season, the brand will actively engage with fans and consumers through initiatives and promotional activities to amplify excitement around the sport.
Speaking on the association Manish Bandlish, Managing Director, Mother Dairy said, "We are excited to be part of Kabaddi, a sport that is deeply embedded in India’s culture and heritage. This collaboration is a perfect fit for our brand, offering us a unique opportunity to engage with our consumers and the passionate Kabaddi community across the country. By bringing together the power of dairy nutrition and the dynamic energy of Kabaddi, Mother Dairy aspires to promote the growth of the sport while fostering a culture of health and wellness nationwide.”
“Mother Dairy has found a strong synergy with sports and its enthusiastic community, as seen in our previous association with cricket. With this association, we aim to further expand our reach into focus markets and households of untapped or potential consumers, enhancing our brand's top-of-mind recall”, he further added.
As the official 'Dairy Partner' for the upcoming Pro Kabaddi League season, Mother Dairy will showcase its brand and product portfolio prominently at match venues and on official broadcasts while engaging consumers across digital platforms.
"Today, the Pro Kabaddi League (PKL) has firmly established itself as India’s second most-watched sporting event, commanding an impressive 70 per cent of the IPL’s audience. This rapid growth is a testament to the league's fierce competitiveness, unyielding sportsmanship, and its broader impact on promoting physical well-being. We are thrilled to welcome Mother Dairy as a key sponsor, perfectly aligned with their mission to champion good health and vitality. This collaboration marks a significant step forward for both brands, and we look forward to a strong and fruitful association,” said Ajit Varghese, Head of Network Ad Sales, Disney Star.
The 2024 season will see 12 teams vying for the championship, starting on 18 October 2024 with matches in Hyderabad, followed by Noida and Pune.
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