TIL Desk Lucknow:
KEI Industries, one of India’s leading manufacturers of wires and cables, has entered into a strategic association with the Lucknow Super Giants (LSG) as Principal Partner for the Indian Premier League (IPL) Season 19, commencing from 28th March 2026. This partnership is aimed at strengthening KEI Industries’ expanding brand and business presence across India. The upcoming IPL season will feature matches across major cricketing venues, offering a strong platform for brand visibility and engagement.
As part of this association, KEI is also undertaking a meaningful initiative towards supporting grassroots cricket and nurturing underprivileged young talent, reinforcing its long-term commitment to inspiring the next generation of players.
The initiative is being highlighted in the august presence of renowned cricketers including Rishabh Pant, Mayank Yadav, Arjun Tendulkar along with other key players from the LSG franchise. During the engagement, KEI Industries will also unveil its new product packaging, marking a fresh step forward in its brand evolution.
As the Principal Partner, the KEI logo will be prominently featured on the front of the official match jerseys, on the right chest of Lucknow Super Giants players, ensuring strong on-field brand visibility throughout the tournament. The logo will also be visible across on-ground activations and franchise-led engagements.
KEI Industries has a strong and growing presence across Indian sports, with associations spanning multiple leagues including the IPL, Indian Super League (ISL), Ultimate Kho Kho Premier League (UPL), SPL, Pro Kabaddi League (PKL), and T20 Internationals (T20I), among others.
The company has also been actively contributing to the development of cricket at the grassroots level in India by supporting emerging talent and providing opportunities alongside top-level competitive platforms such as TNPL, UPT20, and other domestic leagues. In addition, KEI engages with various corporate cricket initiatives, including tournaments organized by PHD Chamber of Commerce (PHDCCI), Confederation of Indian Industry (CII), and other leading industry bodies.
Under the terms of the partnership, KEI Industries holds the right to use team and player imagery, along with the franchise logo, for marketing and promotional initiatives. The association is being amplified through integrated communication campaigns across print, outdoor, television, digital, and social media platforms.
KEI Industries is widely recognized for its innovative and sustainable electrical solutions, with a strong focus on quality, safety, and performance—values that closely align with the competitive spirit of the Lucknow Super Giants franchise.
As part of a meaningful grassroots initiative, KEI Industries, along with Team LSG, will support young talents from Stree India Sports Foundation through a special cricket kit distribution drive — celebrating the true spirit of the game beyond the stadium.
Leadership Speak
Anil Gupta, Chairman-cum-Managing Director, KEI Industries Ltd., said:
“KEI has always believed in supporting the growth of cricket in India, especially at the grassroots level. Through such associations, we continue to encourage young and emerging talent while contributing to the overall development of sport. Our continued presence across leading cricketing platforms reflects our commitment to strengthening the ecosystem and building meaningful connections with audiences across the country.”
Manoj Kakkar, Executive Director (Sales s Marketing), KEI Industries Ltd., added:
“Cricket remains central to our outreach strategy, enabling us to connect with Millions Across the country. This association with Lucknow Super Giants allows us to combine Brand engagement with purpose—by supporting initiatives that bring the game closer to young aspirants.
Akshit Diviaj Gupta, Executive Director, KEI Industries Ltd., said:
“We remain committed to encouraging sports and creating opportunities for young talent. Our association with Lucknow Super Giants reflects our vision of contributing to the growth of cricket while building stronger relationships with our stakeholders.
Mr. Vinay Chopra, CEO, RPSG Sports Pvt. Ltd., representing Lucknow Super Giants, said:
“We are pleased to partner with a well-established and robust company like KEI Wires C Cables. KEI is recognised for its sustainability-driven initiatives, and this partnership aligns perfectly with our vision. This association provides KEI with access to a highly engaged LSG fan base, and we are confident of delivering significant value while strengthening the brand’s presence across the cricketing ecosystem.”
