Mumbai: Mother Dairy, India’s leading milk and milk products major, has today announced its official association as the dairy partner for the upcoming 2024 season of the prestigious Pro Kabaddi League. As part of this collaboration, Mother Dairy will be actively involved throughout the season, engaging with fans and consumers through various initiatives and promotional activities designed to enhance the excitement surrounding the sport.
Mother Dairy managing director Manish Bandlish 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 as the official dairy partner’ for the upcoming Pro Kabaddi League season will maintain a significant presence of brand and product portfolio at match venues and on official broadcast channels, while also engaging consumers across various platforms, including digital media.
Bandlish further added, “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.”
"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 Disney Star head of network Ad Sales Ajit Varghese.
The 2024 season will feature a total of 12 teams competing for this year’s title. The league is scheduled to kickstart on 18 October 2024 with a series of matches in Hyderabad, followed by Noida and Pune. Since its inception, the league has set new standards with packed venues and record viewership, becoming one of the most popular leagues in the country.
