SPORTSSPONSORSHIP
KKR X JOY SPONSORSHIP
Second Innings Sports and Entertainment facilitated the association between Kolkata Knight Riders and Joy Personal Care in 2021, marking the beginning of a remarkable six-year journey built on strategic innovation and brand synergy. As a brand primarily focused on women consumers, establishing a meaningful presence in the high-energy, male-dominated landscape of sports presented a unique challenge. The objective was not just visibility, but relevance - to create a strong and memorable connection with a diverse IPL audience.
To address this, we introduced a distinctive branding strategy by leveraging the non-lead arm position on the jersey - a relatively underutilized yet high-impact asset. By combining placements on this arm, we aimed to maximize visibility and set a new benchmark in sports sponsorship innovation, a space only one other team had previously explored. The vibrant green JOY patch on the iconic purple Kolkata Knight Riders jersey created a striking visual contrast, ensuring standout recall during match play. This strategic placement translated into exceptional on-screen visibility, helping JOY Personal Care achieve strong brand recall among millions of IPL viewers.
SISE HAS WORKED CLOSELY WITH
KOLKATA KNIGHT RIDERS ON
SPONSORSHIPS & LOCAL ACTIVATIONS
Uber as the logistics partner of KKR.
SISE organized a day out for the players of Kolkata Knight Riders at Vedic Village Spa Resort.
SISE brought SITI Cable onboard as the official gifting partner to the KKR players.
SISE organized the charity event for KKR at Premashraya as a part of the Knight Golf 2016. the cancer patients of St. Jude India Child Care Centre.
SISE brought SITI Cable onboard as the official gifting partner to the KKR players.
SISE organized the charity event for KKR at Premashraya as a part of the Knight Golf 2016. the cancer patients of St. Jude India Child Care Centre.
Delhi Capitals X JOY
In 2023, SISE marked a significant milestone by facilitating Joy Personal Care's association with the Women's Premier League (WPL), partnering with Delhi Capitals. This collaboration represented a first-of-its-kind association for the brand with a women's cricket team, aligning seamlessly with its core focus on women consumers.
The partnership went beyond conventional sponsorship - it was a strategic step towards building authentic relevance in women's sports, enabling JOY to connect with a rapidly growing and highly engaged audience. By entering the WPL ecosystem at a pivotal moment, the brand not only amplified its visibility but also reinforced its commitment to celebrating and empowering women through sport.
Gujarat Titans X JOY
After the success of the association with Delhi Capitals in the inaugural WPL season, SISE further strengthened Joy Personal Care's presence in women's cricket by facilitating its partnership with Gujarat Giants in 2024. This strategic collaboration not only amplified the brand's visibility within the rapidly growing WPL ecosystem but also deepened its alignment with women-centric narratives in sport. By continuing its journey in women's cricket, JOY reinforced its commitment to celebrating, supporting, and empowering women - both on and off the field.
UP Warriorz X JOY
Building on the strong momentum of previous WPL associations in 2023 and 2024, SISE further extended Joy Personal Care’s journey in women’s cricket by facilitating a two-year (2026 and 2027) partnership with UP Warriorz.
This multi-year association marks another significant milestone, reflecting both the brand’s long-term commitment to the WPL ecosystem and SISE’s continued success in creating meaningful, high-impact partnerships. By consistently aligning with leading franchises, Joy has strengthened its connection with women’s sport, reinforcing its purpose of celebrating and empowering women at scale.
ADKR X JOY
After three successful years with Joy in India, SISE has stitched a landmark global partnership with Abu Dhabi Knight Riders — marking our first-ever association with an international cricket team.
TKR X JOY
Building on the successful association between Joy and Abu Dhabi Knight Riders, Second Innings Sports and Entertainment (SISE) continued its momentum in global sports collaborations.
We proudly facilitated another landmark international partnership with Trinbago Knight Riders for three consecutive years, 2024, 2025 and 2026, marking our second collaboration with an international cricket franchise. This milestone reinforces SISE’s commitment to creating impactful global partnerships that bridge brands with elite sporting platforms.