Hyderabad, Jan 14 (IANS): Indian Premier League (IPL) franchise Sunrisers Hyderabad (SRH) on Tuesday announced JK Lakshmi Cement Ltd - a cement company in the country, as its title sponsor for the upcoming season of the cash-rich league.

Commenting on the partnership, SRH CEO K. Shanmugham said: "We are pleased to welcome JK Lakshmi Cement as the title sponsor with Sunrisers Hyderabad for the forthcoming season of the Indian Premier League. JK Lakshmi Cement is a part of prestigious JK Organisation. With a legacy of over 135 years, the brand enjoys the trust of its customers and all stakeholders and its philosophy resonates with ours."

"This is an important season for us and we're looking forward to having their valuable support for what promises to be an exhilarating, and hopefully in our case, a triumphant journey ahead," he added.

Meanwhile, the whole-time Director of JK Lakshmi Cement Ltd Shailendra Chouksey said: ''Both brands are known for the tenacious attitude, consistent performance, inherent strengths such as discipline & dedication and out of box thinking. Both the brands have a unflinching belief in Team Spirit which is hallmark of their persona both on and off the field."

The 13th season of the IPL is likely to kick-off on March 29.