DHL partners Hero ISL as associate sponsor

Global logistics major DHL has extended its association with IMG Reliance and Star India promoted Hero Indian Super League. The eight team football tournament which is in its third year will kick off on October 1 with DHL as one of the associate sponsors. The logistics company had partnered the league last year as well, as a logistics partner. Estimated spends on the association are in the range of Rs 8 to 10 crore.

"We observed the league in its first year (2014), partnered it in its second season and now we feel confident to, in a way, upgrade the association with the ISL and partner as associate sponsors," said RS Subramanian, SVP and country manager, DHL.

As part of its association with the league, DHL will execute a 360 degree campaign with the usual ATL elements like television and print accompanied by on-ground presence at the matches, and social media activations.

"Football is becoming big in India. It's not as if people didn't follow it. They did; only they followed international clubs and teams and players. Now with the ISL, Indian fans have domestic players and teams to follow. It's the right time to invest in sports associations, especially football," added Subramanian.

Other sponsors on the league include - Maruti Suzuki, Birla Tyres, Amul, Puma, The Muthoot Group, Gatorade and Seagram's Imperial Blue (music CD's).