TV9 Network is making moves to propel its brand to a higher trajectory. To start with, the network has extended its partnership with Indian Premier League 2021 (IPL 2021) team Kolkata Knight Riders for the second year in a row, ensuring that the TV9 brand will be emblazoned on the team’s jersey starting April 9 until May 30, 2021 when the final match will be played.

Last year, TV9 Network had also sponsored Trinbago Knight Riders, KKR’s sister franchise in the Caribbean Premier League.

In addition to KKR sponsorship, TV9 Network has signed a deal with Star Sports for sponsorship of the action replay bug across all the IPL matches and multiple feeds of Star Sports, according to a company statement.

The action replay bug will showcase logos of the TV9 network’s key channels, including TV9 Bharatvarsh, TV9 Telugu, TV9 Kannada, and TV9 Bangla. TV9 Bharatvarsh, the network’s Hindi news channel will also be taking spots on Star Sports during the two months of IPL cricket.

The network’s moves come in the wake of some big recent wins, including a high-decibel launch of its newest channel TV9 Bangla, and a massive digital push, which has seen its digital traffic of unique visitors grow by 97 per cent in February 2021 to 63.7 million, according to ComScore Media Metrix (India), the TV9 statement added.

 Just like TV9 Bharatvarsh, tv9hindi.com portal is driving the network’s growth with a stupendous 198 per cent increase in traffic, jousting proudly with decades-old legacy brands at the top of the rankings.

Speaking on the network’s aggressive growth plans, TV9 group’s CEO, Barun Das, said: “We became the biggest TV news network less than a year ago, and now it’s the turn of our digital business. To have grown at this dizzying pace feels great but, honestly, we have just begun. You can expect a series of globally benchmark-setting moves from the network in the months ahead.”

Venky Mysore, CEO of KKR, welcomed TV9’s return as a sponsor. “TV9 is a perfect partner for KKR because it is a rapidly growing brand across television and digital, with a phenomenally strong regional footprint to boot. So, we are glad to have them on our jersey in IPL 2021 as well. The recent launch of the Bangla news channel, TV9 Bangla from the network is sure to add tremendous value to both our brands by building a connect with the spirit of Kolkata. We look forward to continuing this association for years to come,” he added.

TV9 Network claimed to be the only news brand to leverage IPL 2021 on Star Sports with strategically deployed commercials.

Arshad Shawl, Director, Alliance Advertising & Marketing, the agency that facilitated the deal, said: “IPL provides the perfect platform for high visibility in the right frame of entertainment and sports. TV9 is already a formidable player in the TV news genre, coupled with the fastest growing digital news platform in India in the recent months. The positive associations and reach from IPL will help TV9 increase the channel footprint nationally and respective regional feeds as a part of their envisaged growth trajectory.”

TV9 Network comprises market-leading channels, including TV9 Bharatvarsh, TV9 Telugu, TV9 Kannada, TV9 Marathi, and TV9 Gujarati. Its newest channel, TV9 Bangla, has already emerged as the news destination of choice among Bangla viewers.