The Indian Premier League on Friday signed up television channel 'Colors' as its entertainment partner and 'Red Partners' as its official food concessionaire.
"Cricketainment has always been IPL's nature. Today we add 'Colors', the number one entertainment channel, as our partner," said IPL chief Lalit Modi to announce the three-year deal the Twenty20 league has entered into on behalf of its franchise teams.
"There will be pre-match and post-match fashion shows, rock star concerts and other events," said Modi with Bollywood stars Preity Zinta and Shilpa Shetty, part owners of IPL teams Kings XI Punjab and Rajasthan Royals flanking him.
Modi said that the IPL was just a facilitator in the deal and all the money accruing from it would go to the franchise team owners.
The IPL chairman also said that the IPL annual awards function would be held on April 23 in Mumbai and the various categories would be decided in course of time.