Long-haul travel specialist Southall Travel has agreed a major sports sponsorship deal with IPL, the Indian Premier League, the professional league for Twenty20 cricket championship in India.

Broadcast daily on UK network’s ITV4 over 49 days, the IPL is one of the most spectacular sports tournaments in the world watched by millions of people and featuring stars such as Sachin Tendulkar, Adam Gilchrist and England’s Eoin Morgan.

Southall Travel adverts will be shown on 15 second bumper adverts going into each live game.

Top Indian and international players take part in IPL and it is considered to be the world’s showcase for Twenty20 cricket, a shorter format of cricket consisting only 20 overs per side

Jaymin Borkhatria, sales director of Southall Travel, said: “For cricket fans this is one of the biggest tournaments in the world and it is exciting and fun to watch for the whole family.  It gives our brand high visibility every day until the tournament ends on 16 May and asserts our position to our target audience as the number one holiday firm for long-haul travel.”

“This sponsorship is a major investment in building our brand as we continue to expand our business.”

Southall Travel already has a strong association with cricket following its sponsorship of the ICC World Twenty20 three years ago which was shown live on Sky Sports.

Southall Travel specialises in worldwide flights and tailor-made travel arrangements. Its combination of unbeatable flight prices to all major long-haul destinations and first class service has ensured the company has gained a reputation for providing an outstanding value.