Usha International, India’s leading consumer durables brand, announced that it will continue its official partnership with five-time-champions, Mumbai Indians men’s cricket team, for the 11th consecutive year. The highly anticipated cricket tournament will begin on March 22, 2024, with the Mumbai Indians playing their first game on March 24, 2024. Aligning perfectly with Usha’s ‘Play’ ethos, the partnership reflects Usha’s commitment to leverage cricket’s aspirational value to promote healthy and active living.
The schedule for only the initial 21 matches has been announced so far with matches to be played across 10 cities. As part of the association, the ‘USHA’ logo will be prominently visible on the caps and helmets of all Mumbai Indians players. The ‘Usha Play’ branding will be visible on perimeter boards and screens during the matches.
Reflecting on the journey, Komal Mehra, Head – Sports Initiatives and Associations, Usha International remarked, “Over the years, Usha International and Mumbai Indians have become part of one big family, and our longstanding association underlines the synergy and mutual respect we both share. Having said that, our partnership with Mumbai Indians also allows us to connect with millions of cricket fans. As a brand that deeply believes in the cause of health and fitness, it allows us to initiate a discussion on the role of health and fitness in one’s life and inspire them to make informed choices for their well-being”.
The Mumbai Indians Spokesperson said, “Our decade-long partnership with Usha International has stood the test of time, strengthening our bond. Our association with Usha has proven instrumental in enabling their stakeholders leverage the widespread popularity of the most-watched cricket league, thereby expanding their reach across our vast global fan base, making it a mutually rewarding partnership.”
For the 2024 season, Mumbai Indians will be led by their new captain Hardik Pandya, alongside a stellar mix of domestic and international players which includes the likes of Rohit Sharma, Jasprit Bumrah, Suryakumar Yadav, Ishan Kishan, Tilak Varma, Tim David, among many others.
Usha has been a fervent supporter and promoter of a wide range of inclusive sporting initiatives across the country. This includes its affiliation with the Mumbai Indians; Ultimate Flying Disc; Football; Ladies Amateur and Junior Golf; Cricket for the deaf; and Sports for the visually challenged, including athletics, kabaddi, judo, and powerlifting. The brand is deeply committed to reviving long-forgotten sports and supporting indigenous Indian regional sports such as Kalaripayattu, Mallakhamb, Siat Khnam, Thang-Ta, Turai Kabaddi, Saz-Loung, Mardani Khel, Yoga, and Silambam.
