With the stage set for the 7th season of the Indian Premier League (IPL), retailer WHSmith has announced its association as the ‘Principal Sponsor’ for the SunRisers Hyderabad.

Known for its chain of convenience stores at airports, railway stations, metro stations, and high street malls, WHSmith would be seen adorning team jerseys, as well as in stadia branding, in-store branding and offering memorabilia signed by the players.

With an aim to highlight WHSmith’s presence amongst all stakeholders, including customers, suppliers and business partners, the retailer has tied up with the SunRisers Hyderabad.

As part of its promotion strategy, WHSmith along with SunRisers Hyderabad would initiate a slew of in-store activities, on ground promotion and provide merchandises and customised gifts in order to reach out to the cricket fans in India and West Asia.

Arun Barathi, Group CEO, Aventus Retail said, “We will be undertaking lots of marketing initiatives at our store in order to reach out to our target audience and make the game more interesting. We have plans of getting digitally signed bats, balls, caps and other merchandise in our stores for cricket aficionados”.

WHSmith currently operates nearly 34 stores in India, and several more in the UAE, as also 1,200 stores in the UK, Copenhagen, Stockholm and Melbourne among other locations.