The partnership marks a significant milestone for the brand, as it aligns with a major sports franchise for the first time at this scale
New Delhi: Jewellery retailer PC Jeweller has tied up with the UP Warriorz, oneof five teams playing in the ongoing Tata Women’s Premier League (WPL) 2025,as its official jewellery partner. The collaboration is aimed at connecting sports fans with the jewellery brand and marks a significant step for PC Jeweller as it aligns with a major sports franchise for the first time at this scale.
RK Sharma, Chief Operating Officer of PC Jeweller, explained the objective behind the partnership, saying, “PC Jeweller always supports the promotion of sports and social causes. We aim to give our customers the chance to meet and greet the players, especially women. Being in the jewellery segment, this naturally connects with our audience. We will be capturing moments with our players, staff and customers through photographs and videos, which will be shared on our social media platforms,” added Sharma.
The collaboration benefits the brand in two ways in terms of customer engagement. It allows PC Jeweller to engage with sports enthusiasts in its customer base and bring them closer to the sport through various events. It also gives the brand the opportunity to connect with millions of cricket fans across India, who can be potential customers. “We want to invite any customer interested in sports to WPL 2025. Our goal is to connect with a broader audience that appreciates both sports and fine jewellery,” Sharma elaborated.
While PC Jeweller has previously participated in smaller events, this association with the UP Warriorz represents its largest venture into a sports partnership. The partnership materialized after the team approached the jewellery brand. “They invited us to be a part of this event, and we saw it as a great opportunity,” said Sharma. “It’s a partnership that works for both sides.”
The UP Warriorz, an Indian professional franchise women’s cricket team based in Lucknow, Uttar Pradesh, is owned by Capri Global. Besides UP Warriorz, the other teams playing in the Tata WPL 2025 are Royal Challengers Bengaluru, Mumbai Indians, Gujarat Giantsand Delhi Capitals, making the tournament an exciting prospect for both viewers and brands. The third edition of WPL, the premier women’s T20 league conducted by the Board of Control for Cricket in India (BCCI), is being held across four cities – Vadodara, Bengaluru, Lucknow and Mumbai – from February 14 to March 15. All matches are being streamed live on JioHotstar, adding to visibility for the brand.
PC Jeweller started operations in April 2005 with one showroom at Karol Bagh, New Delhi and is today one of the fastest growing jewellery retail chain having showrooms across 67 cities and 17 states.
Written by Achal Chaubey
Retail Jeweller India Exclusive
