FWT Global’s Strategic Partnership Win with Dafanews Association with Salem Spartans

Clients

Salem Spartans: Franchise team in the Tamil Nadu Premier League (TNPL)

Dafanews: India’s growing sports news platform

Objective

Secure a premium front-of-shirt sponsorship deal for the Salem Spartans to enhance brand visibility and engage with cricket fans ahead of the TNPL season.

Challenge

The Salem Spartans were aiming to elevate their commercial portfolio with a high-impact, front-of-shirt sponsor that would resonate with their fan base and align with on-ground activation goals.

FWT Global’s Solution

1. Targeted Brand Alignment: Identified Dafanews as a perfect match, sharing a passion for cricket and a robust digital presence.

2. Strategic Outreach and Negotiation: Crafted a compelling pitch showcasing ROI through visibility on jerseys, digital distribution, and stadium activations.  Structured a deal covering brand exposure during televised matches, digital campaigns, and on-ground events.

3. Seamless Deal Execution: Managed all contract negotiations, deliverables, timelines, and stakeholder alignment to ensure smooth rollout.

Element	Description
Front-of-Shirt Placement	Prime positioning on the team jerseys, ensuring maximum visibility during broadcasts and stadium appearances
Cross-Platform Exposure	Coverage across TV, social media, and team digital platforms
Digital Content Integration	Behind-the-scenes, player interviews, and sponsored segments on the Salem Spartans’ and TNPL’s digital channels

Results and Impact

1. Boosted Brand Visibility: Dafanews logo dominated the front of jerseys, gaining visibility in every televised and stadium match.

2. Enhanced Digital Reach: Leveraged the Spartans’ social channels and the TNPL ecosystem to amplify content and fan interaction.

3. Monetization Success for the Team: Solidified the Spartans’ financial position through a high-value title-level sponsorship.

4. Strengthened Partnerships: Set the stage for deeper collaboration between Dafanews, the Spartans, and TNPL—opening doors for future campaigns.

Outcome

The partnership officially launched ahead of the TNPL season, with both brands receiving widespread recognition and positive fan engagement – a clear win for Salem Spartans’ commercial strategy and Dafanews’ market presence.

Why It Worked

1. Perfect Brand Fit: Cricket-first audience, aligning brand values and community interest.

2. Holistic Activation: More than branding; included digital storytelling and on-field experiences.

3. Expert Negotiation and Management: FWT Global handled every aspect, ensuring delivery and exceeding expectations.

FWT Global successfully brokered a front-of-shirt sponsorship that delivered strategic, on-field prominence, boosting Dafanews’ credibility while reinforcing the commercial strength of the Salem Spartans team.