Mumbai, 30 October: JSW Sports has signed a group of brand partners for the Hong Kong Sixes, the first international property it has taken on. The partners include Kajaria, ARM, Boldfit, CREX, Mastercoin and UE Group, among others.
The tournament features players such as India captain Krunal Pandya, Australia’s Chris Green and Pakistan captain Abbas Afridi. JSW Sports is pitching the six-a-side format to brands as a way of reaching cricket audiences outside regular cricket sponsorship.
Himanshu Sharma, Head of Sales at JSW Sports, said: “Taking our commercial capabilities to an international sporting property is an important milestone for JSW Sports. The Hong Kong Sixes presents a distinctive proposition for brands, combining the appeal of cricket with a fast-paced format that lends itself to engaging fan experiences.”
He added that the company’s focus was on “building partnerships that deliver meaningful value for brands while strengthening the commercial ecosystem around sport”.
About JSW Sports
JSW Sports is the sports arm of the JSW Group and was set up in 2012. The group owns JSW Bengaluru FC, Pro Kabaddi League side Haryana Steelers, a 50 per cent stake in IPL franchise Delhi Capitals and SA20 side Pretoria Capitals. It also manages the commercial rights of cricketers including Axar Patel, Jemimah Rodrigues and Shafali Verma, supports more than 40 Olympic hopefuls through its Sports Excellence Programme, and set up the Inspire Institute of Sport in Vijayanagar, Karnataka.
On the field, India lost their opening match of the tournament when Pakistan chased 89 in 3.5 overs.
