Mother Dairy has partnered with the Pro Kabaddi League as the official Dairy Partner for the 2024 season. This collaboration aims to boost brand engagement through various promotional activities while promoting health and wellness initiatives among fans and consumers across the country.
Mother Dairy, a leading dairy brand based in India and known for its wide range of dairy products, has been named the official ‘Dairy Partner’ for the upcoming 2024 season of the Pro Kabaddi League (PKL). This partnership aims to enhance engagement with fans and consumers through various promotional activities and initiatives throughout the season.
In a statement regarding this association, Manish Bandlish, Managing Director of Mother Dairy, expressed enthusiasm for partnering with Kabaddi, a sport deeply rooted in India’s culture and heritage. He stated, “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 previously demonstrated a strong connection with sports, notably through its associations with cricket. Bandlish noted that this partnership would enable the brand to expand its reach into target markets and households of untapped consumers, thereby enhancing brand recall among the audience.
As the official Dairy Partner for the PKL, Mother Dairy plans to prominently showcase its brand and product portfolio at match venues and during official broadcasts. The brand will also engage consumers through various digital platforms, amplifying its presence in the sporting arena.
Ajit Varghese, Head of Network Ad Sales at Disney Star, highlighted the significance of this partnership, stating, “The Pro Kabaddi League has firmly established itself as India’s second most-watched sporting event, commanding an impressive 70 percent 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.”
The 2024 season of the Pro Kabaddi League will feature 12 teams competing for the championship, commencing on October 18, 2024, in Hyderabad, followed by matches in Noida and Pune. This collaboration between Mother Dairy and the PKL is expected to create a vibrant synergy between sports and nutrition, further encouraging healthy lifestyles among fans.
