The defending Pro Kabaddi League champions just made history! Haryana Steelers become the first PKL franchise to retain 100% of their jersey sponsors from the previous season, showcasing unprecedented brand loyalty and commercial success in Indian kabaddi.
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Complete Sponsor Retention: A PKL First
This remarkable achievement demonstrates the rising stature of Haryana Steelers as kabaddi’s most marketable team. JSW Sports’ strategic approach has created lasting partnerships that transcend single-season commitments, setting new benchmarks for sports commercialization in India.
Haryana Steelers Sponsor Portfolio
| Category | Brand Partners |
|---|---|
| Jersey Sponsors | JSW Cement, 8PM Water, HPL Wires |
| Financial Partner | HDB Financial Services |
| Apparel Partner | Puma |
| New Categories | Frido (Knee Cap), My Fitness (Peanut Butter) |
Revolutionary Partnership Categories
Breaking new commercial ground, Haryana Steelers introduces PKL’s first-ever “Official Knee Cap Partner” with Frido, alongside My Fitness Peanut Butter as their unique “Official Peanut Butter Partner.” These innovative tie-ups demonstrate how kabaddi is expanding beyond traditional sponsorship models.
Championship Success Drives Brand Confidence
The complete sponsor retention reflects the team’s championship victory in Season 11, where they dominated with 15 wins in 22 matches and 84 points. Their thrilling final victory against Patna Pirates cemented their position as kabaddi’s premier franchise.
“Sustaining and growing long-term partnerships is at the heart of our commercial strategy,” says Karan Yadav, Chief Commercial Officer at JSW Sports. This approach has transformed sponsor relationships from seasonal investments to strategic partnerships.
Expanding Brand Ecosystem
New additions include Dr Morepen, Unrack, and RedFM as Official Partners, while NeoSocial and Ethleisure join as Licensee Partners for branded lifestyle wear. This diversified portfolio showcases kabaddi’s growing commercial appeal across multiple industries.
JSW Sports’ Commercial Masterstroke
The Steelers’ commercial success reflects JSW Sports’ vision of building sustainable sports franchises. Their Inspire Institute of Sport (IIS) support system and strategic brand partnerships have created a winning formula both on and off the mat.
This unprecedented sponsor retention sets a new standard for Indian sports franchises, proving that consistent performance and strategic partnerships can create lasting commercial value in traditional sports.
The defending champions enter the new season with unmatched confidence, backed by partners who believe in their continued excellence and growing influence in Indian kabaddi.
For comprehensive Pro Kabaddi League coverage and sports business insights, stay tuned to our sports section.
FAQs
Has any PKL team ever retained all jersey sponsors before?
No, Haryana Steelers are the first franchise in PKL history to achieve 100% jersey sponsor retention.
What new sponsorship categories did Haryana Steelers introduce this season?
They introduced PKL’s first “Official Knee Cap Partner” and “Official Peanut Butter Partner” categories.
