PUMA Partners with Haryana Steelers to Support Indigenous Kabaddi in India

In an unprecedented move, global sports brand PUMA has announced a landmark partnership with Pro Kabaddi League team Haryana Steelers, solidifying its dedication to promoting indigenous sports in India.

The partnership sees PUMA becoming the official kit sponsor of Haryana Steelers, a team owned by JSW-Sports, reflecting the brand’s commitment to supporting various sports disciplines, including kabaddi, hockey, football, cricket, boxing, and track and field.

With a legacy deeply rooted in Indian culture, kabaddi holds a special place in the hearts of many across the country. PUMA’s association with Haryana Steelers is a testament to the brand’s effort to celebrate and invest in India’s rich sporting traditions.

Notably, Haryana Steelers have had a remarkable journey in the ongoing season of PKL, securing a spot in the finals. The PUMA logo will be prominently featured on the back of the jersey, with the brand’s wordmark displayed on the shorts.

Shreya Sachdev, head of marketing at PUMA India, expressed enthusiasm about the collaboration, emphasizing the brand’s foray into the world of kabaddi and its commitment to preserving India’s sports heritage.

Co-captain of Haryana Steelers, Mohit Nandal, shared his excitement about PUMA’s entry into kabaddi, highlighting the potential for growth and development in the sport thanks to the partnership.

JSW-Sports’ COO, Divyanshu Singh, acknowledged the significance of PUMA’s venture into kabaddi, underscoring the positive impact it will have on both Haryana Steelers and the broader sports community in India.

Kabaddi, as per YouGov’s ‘Indian Cricket Fandom Report 2023,’ ranks as the second most popular sport in India, with a significant urban following. The Pro Kabaddi League stands as one of the country’s premier sporting properties, reflecting the widespread passion for the sport.

Aside from kabaddi, PUMA has established partnerships with renowned teams and athletes worldwide, including Manchester City, Borussia Dortmund, AC Milan, and Indian football clubs like Mumbai City FC and Bengaluru FC.

The brand’s stellar lineup of ambassadors features sports icons such as Virat Kohli, Usain Bolt, Neymar Jr, MC Mary Kom, and cricketers like Harmanpreet Kaur and Mohammed Shami, showcasing PUMA’s broad reach and appeal in the sports world.

Furthermore, PUMA’s support extends to emerging sports like Esports, with collaborations with organizations like Revenant Esports, demonstrating the brand’s versatility and commitment to fostering diverse sporting pursuits.