Usha, a leading consumer durables brand in India, announced its official partnership with MI Emirates for the upcoming T-20 League 2023 in the UAE. Building on its successful partnership with a five-time champion of India’s largest T-20 tournament, this new partnership with MI Emirates aligns with Usha’s focus on promoting an active and healthy lifestyle through its “Play” ethos and offers unique, integrated experiences for both consumers and audiences.
The MI Emirates team, helmed by powerhouse captain Keiron Pollard and featuring international stars such as Dwayne Bravo, Nicholas Pooran, Imran Tahir, and Trent Boult, as well as rising local talents like Muhammad Waseem, Basil Hameed, Zahoor Khan, and Vriitya Aravind from the UAE, will embark on their campaign for the month-long ILT20 event on January 14th. The tournament, featuring six franchises playing in venues across Abu Dhabi, Sharjah, and Dubai, is set to be a thrilling showcase of the best in T-20 cricket.
As part of its partnership with MI Emirates, the Usha brand will be prominently featured on the team’s caps and helmets, as well as on the perimeter boards during home games. Usha’s logos and images will also be displayed on the stadium’s giant screen alongside other partners. In India, the matches will be live-streamed on various Zee TV channels and on the Zee5 OTT platform.
Commenting on the association, Ms Komal Mehra, Head – Sports Initiatives and Associations, Usha International, said, “With cricket taking centerstage in the UAE, the partnership reiterates our commitment to supporting and encouraging the spirit of sportsmanship in India and beyond. Our T-20 partnership began way back, and we are confident that the MI Emirates team will take our commitment to active and healthy living to the next level. We wish the MI Emirates team the very best and of course will be cheering for them to clinch the title.”
Speaking on the continued partnership, MI Emirates spokesperson said, “We are delighted to continue our partnership with Usha International. This step towards enduring partnership on the new front is the echo of our long-standing consistent relationship with the brand. We look forward for the successful season in UAE.”