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The Rajasthan Royals franchise, of Twenty20 cricket’s prestigious Indian Premier League (IPL), have brought on board the dried fruit and snacks brand Happilo as their title sponsor for the upcoming 2022 campaign.

The deal will see the Happilo logo appear on the front of the Royals’ matchday shirts for the duration of the 10-team tournament, which will run from March 26 to May 29.

The agreement was brokered by the ITW Catalyst agency.

For the 2021 IPL, which took place late last year in the United Arab Emirates, the Royals had the Expo 2020 Dubai event (postponed from 2020 because of the coronavirus pandemic) as their title sponsor.

Jake McCrum, chief executive at the Royals, has said: “I know our players, support staff and management are excited to have Happilo as a partner and enjoy their fantastic products year-round. Therefore, on behalf of everyone in our setup, I am delighted to welcome Happilo to the Royals family.”

Vikas Nahar, founder and chief executive at Happilo, added: “The association with Rajasthan Royals will give Happilo the required share of voice in India’s high-intensity, and edge-of-the-seat sporting event. This exciting partnership will bring Happilo’s Healthy products to millions of fans.

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By GlobalData

The Royals finished their last campaign in seventh place in the eight-team league, and get their 2022 season underway on March 29, against Sunrisers Hyderabad.

This year’s IPL will take place entirely across four venues in Mumbai and Pune as the league continues to adapt to challenges posed by the Covid-19 pandemic.

February saw three other franchises – Sunrisers Hyderabad, Delhi Capitals, and Gujarat Titans – secure principal sponsors.

The Titans, making their IPL debut after their owners secured an expansion slot at an auction last year, struck a deal with Ather Energy, while Sunrisers Hyderabad entered into an agreement with Indian e-commerce platform Cars24.

The Delhi Capitals, meanwhile, extended and expanded their commercial deal with investment platform OctaFX late last month – with that agreement now also a principal sponsorship.

Later this month, meanwhile, the winning bid for broadcast rights to the 2023-27 IPL cycle is expected to be announced, in advance of the 2022 season starting.

In February, it was reported that Amazon, Disney, Sony, and Reliance were in the hunt to secure domestic rights across the next five-year cycle.

The current deal gives Star India (now owned by Reliance) exclusive rights across the 2017-22 cycle, and is worth $2.55 billion overall.