India’s leading consumer durables brand, Usha today announced its official partnership with MI Emirates for UAE’s premiere T-20 League 2023. Usha’s longstanding partnership with five-times champions of the biggest T-20 tournament in India played a key role in the signing up of this new partnership with MI Emirates. This association will further enhance alignment between players’ focus on health and fitness and Usha’s ‘Play’ ethos promoting an active and healthy lifestyle, while curating fun and unique integrated experiences consumers and audiences.
Led by power house Keiron Pollard, and supported by inspiring international icons including Dwayne Bravo, Nicholas Pooran, Imran Tahir and Trent Boult as well as promising local talent Muhammad Waseem, Basil Hameed, Zahoor Khan, and Vriitya Aravind from the UAE, MI Emirates will begin its campaign on 14th January in the month long ILT20 event featuring six franchises playing across Abu Dhabi, Sharjah and Dubai.
As part of their association with MI Emirates, the Usha logo will be seen on team players’ cap and helmet, as well as on home games perimeter boards – both static and animated. Usha’s static and animated images will also be displayed on the stadium’s giant screen in rotation with other partners. In India, the matches will be broadcast live on over ten Zee TV channels and on Zee5 – the broadcaster’s OTT Platform.
Commenting on the association, Ms Komal Mehra, Head – Sports Initiatives and Associations, Usha International, said, “With cricket taking centerstage in the UAE, the partnership reiterates our commitment to supporting and encouraging the spirit of sportsmanship in India and beyond. Our T-20 partnership began way back, and we are confident that the MI Emirates team will take our commitment to active and healthy living to the next level. We wish the MI Emirates team the very best and of course will be cheering for them to clinch the title.”
Speaking on the continued partnership, MI Emirates spokesperson said, “We are delighted to continue our partnership with Usha International. This step towards enduring partnership on the new front is the echo of our long-standing consistent relationship with the brand. We look forward for the successful season in UAE.”