Hero Cycles today entered into a new sports partnership as the principal sponsor of IPL team Royal Challengers Bangalore.
The partnership reinforces Hero Cycles' commitment to supporting sporting activities in India and engaging with youth in a wider way, the company said in a statement.
"Through this association we aim to reach out to millions of fans of this team and its popular players," Hero Cycles Chairman and MD Pankaj Munjal said.
Cricket being the most powerful medium in India, and IPL its most spectacular vehicle, this will certainly help Hero Cycles connect with young sports lovers, not just in India but also in other parts of the world, he added.
In recent years, Hero Cycles has initiated several moves to reposition and transform itself and diversify its product range.
