Lauritz Knudsen Electrical and Automation (formerly known as L&T Switchgear), a leading player in the Indian Electrical and automation industry and a unit of the Schneider Electric group in India, today announced a strategic partnership with Mumbai Indians, one of the biggest and most valued cricket franchise, as their ‘Principal Partner’.As part of this landmark partnership, the Lauritz Knudsen logo will prominently appear on the front of the Mumbai Indians’ official jersey and training apparel, reaching fans at Wankhede and the team’s 50 million global fan base, starting in the 2025 season.

Deepak Sharma, Zone President, Greater India, MD & CEO of Schneider Electric India, said, “Cricket unites India like no other platform, creating connections that transcend borders and cultures. At Lauritz Knudsen, our solutions have fortified the success of our customers for decades, and as we embark on a new growth trajectory aligned with the nation’s vision of ‘Viksit Bharat,’ we remain committed to being a partner of choice for our customers, partners, and stakeholders. This partnership with Mumbai Indians, one of the world’s most successful cricket franchises, perfectly reflects our shared passion for growth, excellence, and performance. We wish the team an exceptional season, confident they will once again elevate the game, setting new benchmarks for class, quality, and innovation in cricket.”

Naresh Kumar, COO of Lauritz Knudsen, added, “At Lauritz Knudsen, our commitment to India is both profound and unwavering. This partnership with Mumbai Indians exemplifies the transformative power of collaboration in driving progress and innovation. As we chart a new course under our reimagined brand identity, we reaffirm our dedication to empowering India’s growth through solutions that inspire aspiration and deliver unmatched reliability. Aligning with Mumbai Indians—a team that epitomizes excellence and an indomitable spirit—enables us to deepen this commitment and engage with millions across the nation in meaningful ways.”

Rajat Abbi, VP – Global Marketing and Chief Marketing Officer of Schneider Electric, Greater India, said, “Mumbai Indians exemplify the passion, focus, and relentless pursuit of excellence that resonate deeply with us at Lauritz Knudsen. With the launch of our new brand identity and our steadfast commitment to driving the nation’s growth, this partnership symbolizes a strong synergy of trust and a shared vision between two iconic brands. In the long term, we see this collaboration as a catalyst—not just amplifying the unifying energy of cricket, but also advancing our mission to empower Bharat and contribute to shaping the New India.”

This partnership signifies a bold step forward, combining Lauritz Knudsen’s cutting-edge expertise with the dynamic energy of one of cricket’s most celebrated teams. Both brands aim to leverage this partnership to engage millions of fans globally, reinforce their market leadership, and set new benchmarks in their respective fields.

A Mumbai Indians spokesperson added, “We are thrilled to welcome Lauritz Knudsen Electrical and Automation as our principal partner—a brand that embodies innovation and performance. This partnership is built on the strong heritage of Lauritz Knudsen and the cricketing legacy that Mumbai Indians have crafted over the years. Together, we aim to build on the shared values that unite us, with our fans always at the heart of everything we do.”

The partnership between Laurits Knudsen and Mumbai Indians is a strategic alliance built on a foundation of shared values and synergies that promise to elevate both brands to new heights. It reflects Lauritz Knudsen’s ongoing commitment to partner with brands thatcomplement its legacy of excellence and deliver on brand values of ‘Listen, Partner and Innovate’.

Royal Challengers Bengaluru (RCB) has long been a pioneer in the world of sports and digital content, with a fanbase that spans the globe. Over the last five years (2020-2024), RCB has consistently ranked as the most engaged IPL team on social media, setting new standards for how sports organizations connect with their audiences.

As part of its ongoing commitment to inclusivity, RCB is now taking the next step in expanding its reach with a bold, multilingual content strategy. Building on its strong ties to its Karnataka roots, RCB is deepening its connection with its fans by offering content in multiple languages, with Kannada as the first launch on the day of Karnataka Rajyotsava. 

RCB’s Kannada Instagram page, launched recently, saw a tremendous response, amassing over 1.6 lakh followers in just one month. This highlights the team’s dedication to its local fanbase, while also reinforcing the importance of engaging in the native language to foster a deeper and more personal connection. With this digital strategy, RCB aims to make player stories accessible to all cricket lovers.

In addition to the content creation for the Kannada page, RCB is working on dubbing content into multiple Indian languages, celebrating the vibrant culture and spirit of the country, with Karnataka being at the forefront. The franchise felt encouraged seeing the enthusiasm of fans for the first regional Kannada page to continue bringing fans closer to the team while embracing and celebrating the diversity of its supporters. 

Speaking on the initiative, Rajesh V Menon, Vice President & Head of RCB, said, “As we have seen, RCB is always a fixture of conversation, and it is only a testament to how much this franchise resonates with its supporters. Our fans care deeply about our core values and feel personally connected. Their support truly humbles us, and we remain committed to keeping fans at the heart of everything we do. At RCB, we believe in embracing the challenger spirit. We need to make the change we want to, push further, and go beyond what others are willing to do—never settle, but spot opportunities for positive, inclusive change and progress. Because we believe greatness comes to those bold enough to challenge the status quo. I am confident our fans will love and embrace this inclusive initiative, which brings alive the true spirit of RCB of being Born in Bangalore, to thrill the entire nation.” 

As base continues to grow and evolve, RCB plans to embrace and celebrate the diversity of our fans by adopting a multilingual approach to regional content. RCB plans to dub over 1,000 videos created each year into various Indian languages using advanced AI technology, ensuring that the dubbed content sounds as natural as if the cricketers themselves were speaking in these regional languages, enhancing fan experience. RCB’s multilingual expansion plans include Hindi, and Telugu content in 2025, followed by Malayalam, Punjabi, and Bengali in 2026.

The Asian Cricket Council (ACC) announced Sony Pictures Networks India (SPNI) (Culver Max Entertainment Private Limited) has secured the exclusive Media Rights for all ACC tournaments from 2024 to 2031. This landmark deal marks more than a 70% increase from the previous media rights cycle, highlighting the growing global stature and appetite for ACC Asia Cup tournaments.

The deal encompasses all editions of the Men’s and Women’s Asia Cups, Men’s and Women’s
Under-19 Asia Cups, and the Men’s and Women’s Emerging Teams Asia Cups. This partnership
ensures comprehensive and innovative coverage of Asian cricket’s marquee tournaments
across television, digital, and audio platforms.

Shaping the Future of Asian Cricket
The ACC’s vision for cricket in Asia is inclusive and forward-thinking. This significant partnership with SPNI not only secures high-quality coverage for the ACC’s flagship tournaments but also provides the financial resources necessary to drive development programs across all member nations.

With SPNI’s extensive broadcasting expertise and the ACC’s commitment to growing the game, this partnership is poised to set new benchmarks for cricket in Asia and beyond.

Jay Shah, President, ACC, said: “This Media Rights deal is a significant milestone for the Asian Cricket Council and cricket across the region. The Asia Cup continues to be a cornerstone of cricketing excellence, bringing together the best of the region’s talent. With Sony Pictures Networks India as our new media partner, we are confident in their ability to deliver world-class coverage and an immersive viewing experience for fans worldwide.
With Sony’s extensive expertise in the broadcasting industry, we are excited to embark on this
new partnership. Sony’s expertise and innovative approach promise to bring a fresh perspective to the coverage of Asian cricket, reaching new audiences and setting new benchmarks.

The substantial increase in rights value will enable the ACC to channel significant resources into grassroots programs, infrastructure development, and talent pathways, especially for associate nations. This collaboration will drive the continued growth of cricket across Asia and ensure its vibrant future.”

On SPNI taking home the media rights to the ACC tournaments (2024 -2031), SPNI’s MD &
CEO, Gaurav Banerjee, said: “Congratulations to the ACC for conducting a fair and transparent bidding process for the rights to the ACC tournaments! We are delighted to bring these action-packed tournaments, which will also include India and Pakistan matches, to our viewers for the next 8 years. ACC tournaments have created unforgettable moments and set the stage for the most intense Asian Cricket rivalries. We eagerly look forward to sharing the thrill and spirit of these matches with cricket fans.”