"We are happy to be associated with the IPL primarily to drive our flagship channel, Star Plus. We saw a great opportunity to use this platform to communicate our brand promise of 'Rishta Wahi, Soch Nayi'. The power of Star's platform is unique and we are keen to leverage this to support BCCI's efforts to increase the reach and popularity of IPL," Star India CEO Uday Shankar said.
The IPL already has Pepsi, Vodafone and Yes Bank as official partners.
Speaking on the association IPL Chairman Rajeev Shukla said, "Since its inception in 2008, the tournament has provided a platform to organisations, which are as passionate about achieving and maintaining standards of excellence, as the IPL itself, to showcase themselves. STAR India belongs to this elite fraternity. We look forward to a fruitful association with them."
The IPL season six begins on April 3 with defending champions Kolkata Knight Riders taking on Delhi Daredevils at the Eden Gardens.