Star Plus has joined the IPL publicity bandwagon by agreeing a deal to become the tournament’s official on-ground associate sponsor as it seeks to keep its number one position intact.

According to sources, the sponsorship deal between Star Plus and the BCCI is in the region of Rs 300 to Rs 350 million annually.

“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’. We are also very keen to deepen what is already a strong relationship with the BCCI. The power of Star’s platform is unique and we are keen to leverage this to support BCCI۪s efforts to increase the reach and popularity of IPL,۝ said Star India CEO Uday Shankar.

“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. Star India belongs to this elite fraternity. We look forward to a fruitful association with them,” said IPL chairman Rajeev Shukla.

The 2013 IPL will be played from 3rd April to 26th May.