Country's largest two-wheeler maker Hero Honda will be the title sponsor of the India-England one-day cricket match series starting on Friday.
"Cricket has always been a platform through which we have connected with the youth, and this is also in keeping with our long term commitment for the development of the game," Hero Honda Motors Senior Vice-President (Marketing and Sales) Anil Dua told PTI.
The seven match series will be named as 'Hero Honda Cup', he added.
Besides, the company will also be the on-air sponsor for live telecast on Neo Sports, Dua said.
The seven match series will start tomorrow at Rajkot, followed by Indore, Kanpur, Bangalore, Cuttack, Guwahati and Delhi.
Hero Honda, which plans to launch some new products by this year-end, is looking to cash in on the highs after India defeated Australia in recently concluded four match test series.
The company's Managing Director and CEO Pawan Munjal had on Wednesday said Hero Honda had been registering a sales growth better than the industry and would keep on spending in brand building and advertisements to carry forward the momentum.