Royals Sports Group-owned IPL franchise Rajasthan Royals and energy solutions provider Luminous Power Technologies have announced the extension of their association, with Luminous continuing as the team’s Title Sponsor for 2024 and 2025.
The Luminous logo will continue to be on the front of the Rajasthan Royals’ official jersey and training kits. The two brands will also join forces to encourage participation in sustainability initiatives in Rajasthan for driving significant community impact, informed an official statement.
Jake Lush McCrum, Chief Executive Officer, Rajasthan Royals, said, “After our successful partnership last year where we helped strengthen Luminous’ national and global footprint through impactful collaborations, we are delighted to have signed this two-year extension. Our values are deeply aligned and the social impact that we intend to create through effectively activating solar energy and enriching livelihoods in communities across Rajasthan is incredibly exciting! The renewal of our partnership gives us both the opportunity to deeply engage with our fans and consumers throughout the year and drive incredible life-changing campaigns while innovating together every step of the way.”
Preeti Bajaj, Managing Director & Chief Executive Officer, Luminous Power Technologies, said, “As a brand, we continuously explore meaningful associations which help us establish a deeper connection with our stakeholders. As Luminous takes center stage on the Rajasthan Royals team’s official playing kits, this collaboration represents more than a sponsorship; it reflects the mutual respect and alignment of both brands and reiterates our dedication to nurturing a sporting ecosystem via strategic partnerships. Together, we forge a compelling alliance, poised to drive innovation, champion sustainability, and catalyze positive change within individuals and communities. Luminous has consistently been drawn to the spirit of high performance, and partnering with the Royals, an epitome of excellence, aligns seamlessly with our brand philosophy. This extension not only acknowledges the triumphs of our past season but propels us into a future filled with exciting possibilities.”
Neelima Burra, Chief Strategy Transformation & Marketing Officer, Luminous Power Technologies, added, “Cricket is not merely a sport in India. It’s an emotion. Sporting spirit is at the core of our brand building efforts. Luminous has had a long association with Sachin Tendulkar, who has been our Brand Ambassador for years now. We also have the current world batting champion Virat Kohli as the Brand Ambassador for Amaze. Both associations reflect our strong commitment to cricketing excellence in the country. By associating with one of the best cricket teams as part of the most-watched sporting events in India, Luminous created yet another opportunity to gain exposure among millions of cricket fans. In 2023, the sponsorship enabled Luminous to tap into a large audience and create a strong brand recall, which led to an increase in brand awareness and consideration. This has created good engagement and excitement among our teams and our dealer network and helped us to boost sales and revenue growth. Extending this partnership will not only further strengthen our brand identity but also engagement with our consumers and customers.”
Through its philanthropic arm, the Royal Rajasthan Foundation, the franchise has been enabling empowered women in Rajasthan by facilitating equitable access to water, livelihoods, and mental health interventions, along with providing access to solar energy.
Luminous shares Royals’ commitment to imparting education to girls, creating livelihoods and fostering a green environment, presenting synergies that align with the Royals’ ambition of leveraging cricket as a vehicle to impact society positively, the statement added.
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