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UltraTech Cement, the flagship company of the $29 billion Aditya Birla Group, has decided to pitch in with Deccan Chargers in the forthcoming edition of IPL T20 cricket, expecting the event to generate better excitement than the previous edition.
The cement maker on Tuesday announced its partnership with the Hyderabad-based team as its Official Team Sponsor, unveiling the new dress for the team in the presence of the team members.
Mr Shashank Awasthi, Joint Executive President of UltraTech, said the Deccan Chargers team was a “perfect brand fit” with the cement brand.
“We had been associated with cricket and IPL for the past few years. Considering the core values and team ethics of Deccan Chargers, we sensed a strong affinity,” he said.
He was not willing to quantify the investment that the company was making in this partnership or the returns in terms of brand visibility that it was expecting.
The team includes top-notch players such as Kumar Sangakkara, Dale Steyn and Ishant Sharma.
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