NEW DELHI, INDIA: In an effort to leverage the potential of cricket to strengthen its brand identity, Idea Cellular announced on Tuesday that it has entered into a one year sponsorship deal with GMR Industries to become the Principal Partner of ‘Delhi Daredevils’, starting with the forthcoming Champions League Twenty20 tournament.

The partnership will extend to the third season of Indian Premier League (IPL) Season 3 to be played next year, said a press release.

During the Champions League Twenty20 Tournament, all the 15 members of Delhi Daredevils will be seen sporting the Idea logo on the back of their jersey.

Team Captain Gautam Gambhir, Ace batsman Virender Sehwag, pace bowler Ashish Nehra, and several leading international players such as Daniel Vettori, Paul Collingwood, AB de Villiers and T. Dilshan will wear Brand Idea during all their matches with other Champion Teams of the World, at Champions League Twenty20 this year, and the domestic Twenty20 Tournament – IPL Season 3 next year, the release further said.

Speaking on the initiative, Atul Chaturvedi, chief operating officer – Delhi & Haryana, Idea Cellular Ltd., said, “Delhi is a strategic market for Idea, and was the first Metro where we launched operations. The association with 'Delhi Daredevils' will provide a strong connect between the brand and the customers of Delhi, using the most popular sport – cricket.”

Idea will launch a range of value-added services for its Delhi customers to bring them closer to the 'Delhi Daredevils' team members. Idea will also introduce a range of contests and other customer engagement programs to connect the fans with their favorite players from Delhi Daredevils.

Idea customers will stand a chance to win free tickets to the Twenty20 matches of Delhi Daredevils during Champions League Twenty20, and IPL next year. Idea will also offer a chance for its customers to win merchandise and meet the players, added the release.