28th August, 2025: Haryana Steelers, defending champions of the Pro Kabaddi League (PKL), have retained all their jersey sponsors from the previous season – a testament to the team’s strong partnerships, growing fanbase, and consistent brand value. JSW Sports’ commercial strategy highlights the rising stature of the Steelers as one of kabaddi’s most trusted and marketable teams.
Returning brands include JSW Cement, 8PM Premium Black Packaged Drinking Water, HPL Wires, HDB Financial Services and Puma. This marks one of the few instances in PKL history where a franchise has secured complete jersey sponsor retention from one season to the next.
Adding to the landmark announcement, Frido joins as the Official Knee Cap Partner – the first time in PKL history that a team has commercialised this category. My Fitness Peanut Butter joins as the Official Peanut Butter Partner, along with Dr Morepen, Unrack, and RedFM as the Official Partners. In addition, NeoSocial and Ethleisure join as Licensee Partners, creating Haryana Steelers branded lifestyle wear. With these associations, the Steelers continue to set benchmarks in innovative brand tie-ups and athlete-centric support.
Speaking on the announcement, Karan Yadav, Chief Commercial Officer, JSW Sports said “Sustaining and growing long-term partnerships is at the heart of our commercial strategy. The fact that every single sponsor from last season is back on board reflects their confidence in our vision both on and off the mat. Equally exciting is the addition of new brands this season – we are focused on building impactful associations and driving innovative tie-ups that add value to both brands and athletes.”
With every sponsor from last season returning, the Haryana Steelers have reinforced their reputation as one of the most trusted and marketable teams in the league. The defending champions step into the new season with the same winning spirit on the mat and unmatched confidence off it – a combination that continues to inspire brands to stay invested in the Steelers’ journey.