The Sacramento Kings continue to expand their links to India, announcing Thursday that they have agreed to a corporate sponsorship with Indian development company The Krrish Group.
Kings managing partner Vivek Ranadive is a native of India and has spoken frequently about transforming the Kings franchise into a global brand. Tonight’s game against the Miami Heat is one of several Kings games this season that will be broadcast in India.
The Krrish Group recently finalized a multi-franchise agreement to operate Jimboy’s Tacos stores in India. The partnership with the Kings will include advertisements promoting the Jimboy’s partnership during game broadcasts, inside Sleep Train Arena and on digital platforms – including the Kings’ Hindi-language website, the team said.
“Given the increasing popularity of basketball and the Kings in India, we hope that this will be the first of many important business partnerships from the region,” Ranadive said in a statement.
The Kings said they expect to announce more partnerships with Indian companies in 2014. Few, if any, other NBA franchises have sponsorships with companies based in India.
Kings President Chris Granger said in an interview that the partnership is “indicative of the fact that globally minded companies are interested in the Kings.” He said the arrangement with Krrish is the Kings’ only partnership with a company based in another country.
“This is just a start of things to come,” Granger said.
The Kings launched the Hindi-language version of the team’s website earlier this season. Journalists from India attended the team’s first home game of the season, which included a cricket match and Kings dancers performing Bollywood-style routines.
Members of the Kings dance team also traveled to India this year.
Prakhar Gupta, the vice president of business development for The Krrish Group, said in a statement that “the Indian consumer and retail market has literally been exploding during the last 10 years and the trend is projected to continue for many years to come.”