Herbalife, the nutrition and dietary supplement firm, has been appointed as an official partner of domestic franchise men’s cricket’s Indian Premier League (IPL) for the rapidly approaching 2023 season.

The deal, announced yesterday (March 29) ahead of the new IPL season on March 31, was brokered by ITW Consulting with the Board of Control for Cricket in India (BCCI).

Herbalife is already a commercial partner of Indian cricketing royalty in the shape of a deal with men’s superstar Virat Kohli, of the Royal Challengers Bangalore. It also has an agreement in place with Indian women’s player Smriti Mandhana.

The BCCI said that the tie-up with Herbalife “unites two powerful brands with a shared passion for sports.”

Jay Shah, general secretary at the BCCI, commented: “The IPL is a benchmark among the most successful sporting leagues in the world and we are glad to partner with a trusted global brand like Herbalife which is renowned for its science-based sports nutrition products. Their deep understanding of the nutritional needs of athletes makes the brand a perfect fit with the IPL.”

Indian conglomerate Tata Group is the title sponsor of the 2023 IPL, through a deal announced in January 2022.

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Ajay Khanna, Herbalife India’s senior vice president and managing director, added: “We are thrilled to be associated with one of the biggest sporting events in India and worldwide. Herbalife is known for its association with hundreds of world-class athletes and sporting events.

“It is a matter of pride for us to add the IPL to that list.”

Outside of cricket, Herbalife is the front-of-shirt sponsor of Major League Soccer’s LA Galaxy.

The 2023 IPL begins with Gujarat Titans versus Chennai Super Kings and comprises 74 matches until May 28.

Aside from Tata, other tournament commercial partners include Paytm, CEAT Tyres, Dream11, CRED, and the Saudi oil behemoth Aramco.

Earlier this month, the BKT Tires brand announced partnerships with seven IPL teams – the Mumbai Indians, Punjab Kings, Rajasthan Royals, Sunrisers Hyderabad, Gujarat Titans, Kolkata Knight Riders, and Delhi Capitals.