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.

Betway SA20 and leading global smart logistics and supply chain company, DP World, have announced a new strategic partnership ahead of the anticipated Season 3 starting on 9 January 2025.

This agreement will see DP World associate as the ‘Global Logistics Partner’ of the League, providing smart logistics solutions to support the efficient and successful delivery of South Africa’s premier T20 cricket league.

Partnering with DP World marks a significant milestone for Betway SA20

League Commissioner, Graeme Smith said, “We are committed to aligning with brands which share the same vision for innovation and continuous improvement as the League and their expertise will add significant value to our operations and enhance the overall competition experience.”

This collaboration is an extension of DP World’s distinguished sports partnership portfolio which includes the McLaren Formula One team, the DP World Tour, the Ryder Cup, SAIL GP and the ICC. DP World is also the Title Partner of the DP World Wanderers Stadium, the venue of the Betway SA20 Final taking place on 8 February 2025.

“DP World is transforming the world of sports through our smart logistics solutions to change what’s possible for everyone. The collaboration between DP World and SA20 is a testament to our shared vision of innovation, excellence, and community impact, and is an extension of DP World’s significant focus on cricket partnerships in South Africa and globally,” said Mohammed Akoojee, CEO & MD, sub-Saharan Africa, DP World.

“Our strategic partnership with SA20 is not only an opportunity for DP World to provide and showcase our supply chain expertise but also to connect communities through sport and sport development.”

The logistics giant also touches many young cricketers’ lives through the Beyond Boundaries Initiative, a global commitment to the global growth of cricket and the communities it serves, which will see DP World design and distribute fifty repurposed shipping containers to grassroots cricket clubs around the world, each one kitted out with much needed equipment. In the Initiative’s first year, DP World leveraged its global smart logistics network to deliver 10 containers worldwide and put 2,500 kits into the hands of aspiring cricketers. Through the Beyond Boundaries Initiative and Betway SA20’s own impact programmes, both organisations will work together to continue to develop the game for everyone. Both organisations will be working together to elevate the cricket experience on the field, and to facilitate efficient and sustainable solutions off the field on par with global best practice.