Dr. Fixit, the waterproofing solutions brand from Pidilite Industries Ltd., has entered into a partnership with the Board of Control for Cricket in India (BCCI) as the Official Umpire Partner of the Women’s Premier League (WPL), one of India’s fastest-expanding sporting properties. The association places the brand at the heart of a high-visibility, performance-oriented sporting platform, underscoring its emphasis on reliability, precision and resilience.
Brand values meet sporting integrity
Commenting on the partnership, Sudhanshu Vats, Managing Director, Pidilite Industries Ltd., said the association reflects a shared ethos between the brand and women’s cricket in India. “Dr. Fixit stands for resilience, performance and quiet strength, qualities that also define India’s women cricket players. Our role as the Official Umpire Partner further reinforces Dr. Fixit’s brand promise of expertise,” he said.
Drawing a parallel between umpiring and construction integrity, Vats added, “Just as umpires uphold the integrity of the game with precision, objectivity and fairness, Dr. Fixit protects the integrity of structures through its leadership in waterproofing.”
He also highlighted the role of technology in both domains. “Today, umpiring is strengthened by advanced technologies that enable accurate decisions and preserve the spirit of the sport. In much the same way, Dr. Fixit brings a quiet resilience and integrity to construction through pioneering technologies, continually raising the bar in delivering long-lasting, science-backed solutions. This partnership is a strategic step in amplifying our commitment of delivering expertise, especially in moments where it truly matters.”
BCCI highlights value addition to WPL ecosystem
Devajit Saikia, Honorary Secretary of the BCCI, said the partnership aligns with the broader vision of the women’s league. “The WPL is built on a vision of excellence, opportunity, and world-class sports entertainment. Dr Fixit, our new partner, brings exceptional value and diverse strengths to this ecosystem,” he said.
According to Saikia, the association is expected to contribute to both fan engagement and the long-term growth of the women’s game. “This partnership will play a critical role in shaping the fan experience and supporting the growth of women’s cricket,” he added.
Visibility across broadcast and stadium assets
Under the agreement, Dr. Fixit will gain prominent on-ground and broadcast visibility throughout the tournament. The brand will feature on umpire jerseys and during Decision Review System (DRS) moments across television and digital feeds. In-stadia branding will include sight screens, LED perimeter boards, big-screen integrations, official backdrops and digital amplification across platforms.
Strengthening connect with evolving audiences
With more than 20 years of presence in the waterproofing segment, Dr. Fixit has been associated with the protection of residential, commercial and national infrastructure through technically advanced, science-backed solutions. The partnership with the WPL is positioned as an extension of its effort to engage with platforms that reflect changing consumer aspirations and India’s evolving sporting culture.
The Women’s Premier League 2026 is scheduled to be held from January 9 to February 5, featuring 22 matches. The tournament will be broadcast across the Star Sports Network and streamed on JioHotstar.
