When a state cricket team walks out this season, its jerseys will be doing more than identifying the players. They’ll be inviting people to visit. Karnataka Tourism’s new deal with the state’s cricket teams is a smart example of a growing idea in sport: tourism boards using teams and athletes to put a destination in front of audiences that ads alone can’t reach.

What happened

Karnataka’s Tourism Department, the Karnataka State Tourism Development Corporation (KSTDC) and Jungle Lodges and Resorts (JLR) will sponsor the jerseys of Karnataka’s state cricket teams, covering the men’s, women’s and various age-group teams. 

The partnership was formally announced by the Karnataka State Cricket Association (KSCA) at M. Chinnaswamy Stadium in Bengaluru. According to the KSCA, it gives KSTDC an opportunity to showcase Karnataka’s rich tourism potential through the powerful platform of cricket. Another state body, the Karnataka Power Transmission Corporation Limited (KPTCL), is part of the same announcement, backing the state’s sporting ecosystem.

There’s a bigger idea behind it, too. The partnership is part of an “Active Karnataka” initiative, which aims to bring sport and tourism together and create a new platform for the growth of both. 

More than a logo on a shirt

The most interesting part is what the state wants to do beyond the jersey. Minister K J George said the plan is to explore opportunities such as match-linked travel packages, sports tourism and sporting events at tourism destinations.