Usha International continues its association with Mumbai Indians (MI), as an official partner for the seventh consecutive year. Slated to begin from September 19, the 13th edition of the Indian Premier League (IPL 2020) will be held in the United Arab Emirates across three venues \u2013 Sharjah, Abu Dhabi, and Dubai. As part of the association, the Usha logo will be seen on the leading side caps and helmets of MI players and the mat during match toss. Geared solely to cater to online\/TV audiences this year, the stadium will also have massive LED screens running across the perimeter which will showcase the Usha brand during a couple of overs of the game. With COVID-mandated restrictions in place, this cricketing season the focus is on creating virtual experiences. Usha has planned a series of activations straddling various digital platforms for growing stakeholder engagement and brand recall \u2013 online contests on days when Mumbai Indians is playing, giving consumers a chance to win an opportunity to interact with their favourite MI players through virtual meet and greets. The brand will also launch a unique digital campaign, featuring select players. Commenting on the association, Mr Dinesh Chhabra, CEO, Usha International, said, \u201cThe strength of a relationship is reflected in its longevity and more so during tough times, and our association with Mumbai Indians bears testimony to this. Just like any other industry, sports were also impacted by the outbreak of the pandemic. We are confident that this being the first live cricketing event in India after a long hiatus, its viewership is going to skyrocket with matches being aired across platforms to reach every fan and every home across the globe.\u201d \u201cOur association with Mumbai Indians gives us a great opportunity to strengthen our consumer and partner connect across categories through\u00a0on-air and digital platforms.\u00a0This collaboration aligns with and perfectly reiterates the Usha\u2019s brand ethos \u2013 Play \u2013 promoting an active and healthy lifestyle. Staying active at home and eating freshly cooked home food leading to better immunity takes precedence over all else in the current environment,\u201d he added. Speaking on the continued partnership, Mumbai Indians spokesperson said, \u201cOur long-standing association with Usha International exuberates a sense of pride and trust between the two brands. We value our partnership with Usha and look forward to yet another season of cricketing extravaganza with our fans.\u201d Usha International supports many sports, healthy and active initiatives in the country including its association with Mumbai Indians, Ultimate Flying Disc, Differently Abled Cricket, Junior Golf Training Programs, visually challenged sports (Athletics, Kabaddi, Judo and Powerlifting) and Football.