Anil Srivatsa, CEO, Kings XI Punjab, said, "We are happy to partner with ACC Cement as both of us have synergies of being passionate, innovative and trendsetters in our respective businesses. We look forward to cementing our relationship with the company and our fans with this association for years to come."

ACC's association with Kings XI Punjab also marks the company's re-association with cricket after a long time. A press communique from the company informed, "The association with King XI Punjab team will help the brand to relate with the masses in a big way. It will also give its customers and channel partners an opportunity to interact with the players of the Kings XI Punjab team through a number of innovative activations."

ACC will run a number of promotions during the IPL season. In addition, ACC would also have its brand presence in the form of perimeter boards, placards, etc. ACC would also be airing a new ad campaign featuring Kings XI Punjab team icon Yuvraj Singh along with other team members.

Besides cricket, ACC has been closely associated with sports in India at different levels. ACC's townships and factories encourage district-level sports including sports meets for rural and tribal people. The company has been closely associated with sporting activities like boxing and tennis.

Emirates is the title sponsor for the cricket team, while other sponsors include Gulf Oil, Whirlpool, Reebok, Royal Challenge, Aroma Mobiles and Orbit.