The Board of Control for Cricket in India (BCCI) on Tuesday announced online brokerage firm Upstox as their official partner for the upcoming edition of Indian Premier League (IPL 2021).

As per the statement released in the official IPL website, this is going to be a multi-year partnership. The upcoming season of the IPL is scheduled to begin on April 9 and the final is slated to be played on May 30.

Upstox is backed by Tiger Global and Ratan Tata, and it has over 2.8 million customers as well.

“We are pleased to have Upstox on board as an official partner of the Indian Premier League 2021. As one of the most-watched cricket leagues in India, IPL along with Upstox, one of India’s fastest-growing digital-trading platforms, can create a huge impact on the audience, especially the millions of Indian youth who are financially independent and looking for more options to manage their portfolios,” said IPL Chairman Brijesh Patel.

Ravi Kumar, the co-founder and CEO of Upstox, also shared his thoughts on the partnership, “We are thrilled to partner with BCCI for IPL 2021. In India, Cricket is more than just a sport. It is an important part of our culture and social life, with a huge fan-following, especially by the millennials. IPL has paved a bold new direction to Indian cricket in the last decade just like Upstox, which is revolutionizing finance in India. This is what sparks a natural connection between both the brands. With this integration of sports and finance, we intend to spread financial awareness across the country.”

The IPL is rated as the best T20 League in the world at the moment, not only because it the quality of cricket it produces but also because of the financial benefit it provides to the players and most people involved in making the league a success. The cash-rich league has also been a favoured marketing event for top brands as it provides them with millions of viewers on a daily basis, both through broadcast and in front of the live audience inside the stadiums.