Kolkata Knight Riders may have finished last in the 2009 season of the Indian Premier League (IPL) but in no way cricket, or the lack of it, seems to have affected their overall status as the tournament’s most popular team. Last year, around the same time after Pepsi dropped Shah Rukh Khan as their brand ambassador, the KKR co-owner went ahead and signed up with the rival Coca Cola’s ‘Sprite’ as a sponsor for the team. This time, it is an energy drink and another apparel brand that is willing to ride on Brand SRK as Season Three beckons.
Lux Hosiery, an apparel company owned by Ashok Todi, has signed SRK as their brand ambassador for the coming season and will also be associated with KKR’s apparel merchandising. The Kolkata-based company is best known for its range of underwear and vests. “It is a huge signing for us and we’ve kept it all a hush-hush affair. We are going to formally announce this on February 6,’’ Todi said on Saturday. Lux will be part of KKR’s offfield apparel merchandise for which SRK will be the brand ambassador for Lux Cozy.
Meanwhile, Triple X, an energy drink, owned by Goabased Sachin Joshi andlaunched by the star last year is also on board with KKR. The new team jersey for players will have the logo printed on the back for the coming season . In 2009, it was Star Plus, one of KKR’s sponsors that the team jersey sported during matches. Star had a year’s deal with KKR and is not on board anymore.
The official black and gold colour of the jersey has also undergone a change with designer Manish Malhotra changing it to purple . The gold lining that has been the trademark of KKR jerseys will continue to exist along with the attractive purple and the newly-designed apparel will be launched on February 6. The first week of the coming month, therefore, is going to be a busy one for SRK who is looking at ways to keep the KKR brand on top despite their on-field failure.