Chinese mobile phone player Gionee has replaced Nokia as principal sponsor for the IPL cricket team Kolkata Knight Riders (KKR). The firm clinched the three-year deal for ₹54 crore.

The phone maker, which has a four per cent market share in the Indian mobile phone market, hopes the sponsorship help it double its market share to eight per cent in the Indian mobile space.

“IPL is a cricketing carnival. We would like to take part in it. Presence of Shahrukh Khan (KKR) would further help our image. Under the sponsorship, Gionee brand would get a place on the player’s T-shirts and other vintage spots.

Arvind Vohra, CEO and Managing Director of Gionee India, told Business Line here on Saturday that the firm had also signed to sponsor Shillong Lajong, the popular football team. With sponsorship of cricket and football teams, the firm expects to gain foothold in the eastern and north-eastern markets.

As it plans to sell 50 per cent more mobile phones (to 60 lakhs from 40 lakhs) this year, it has increased its marketing investments from ₹132 crore to ₹225 crore. About 23 per cent of the 40 phones are feature phones that contribute nine per cent to the turnover.