Lebara Mobile, the international mobile service provider, has been signed up by IDS as exclusive sponsor of the upcoming Indian Premier League (IPL) cricket tournament on Setanta Sports.

The six-figure deal will include all the broadcaster’s coverage of the event. Lebara will also run a spot advertising campaign to promote its new Lebara Family launch, in which customers are offered free Lebara-to-Lebara calls and texts.The IPL tournament begins on 18 April and lasts five weeks. The deal was brokered between Dale Mickle­wright, commercial development manager at IDS, and Arjun Saigal, business development director, Here & Now 365 Diversity Media, alongside Simon Gwan, head of marketing at Lebara Mobile.

Last year was the IPL tournament’s inaugural year. The 2009 tournament will feature England cricketers inclu­ding Andrew Flintoff and Kevin Pietersen.
Source – brandrepublic.com