New Delhi, April 6 (IANS): The state-run processed foods giant Mother Dairy on Wednesday announced its association as the principal sponsor of Delhi Daredevils in the upcoming edition of the Indian Premier League (IPL).

As part of this association the Mother Dairy brand will be seen as the principal sponsor of the Delhi Daredevils team jersey, along with the visibility at key spots on match days, according to a release.

"With this partnership, Mother Dairy will leverage the exciting and appealing platform of T20 cricket with innovative initiatives to engage with fans and the consumers," a statement read.

"The brand will also engage with key stakeholders like farmers and ex-servicemen being booth operators and making them feel special while recognising their contribution to the nation."

Speaking on the association, S. Nagarajan, managing director of Mother Dairy Fruit & Vegetable Pvt. Ltd., said: “It’s a matter of great joy to be a part of the Indian Festival of T20 extravaganza. Our association with Delhi Daredevils team was a natural fit as we share the same passion for Delhi and the very reason of our existence." 

"This association presents us with a fantastic platform to connect with our consumers and cricket fans. In India, sports is picking up as a genre and connects well especially with the younger age group who are gradually shifting towards nutritious and healthy lifestyle," he said.

"Hence creating a perfect opportunity for us to bond with today’s generation. We wish the team all the best for the upcoming season.”