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Breaking taboo, IPL cricket team gets sanitary napkin sponsor

NEW DELHI: An Indian Premier League cricket team has signed a sponsorship deal with a sanitary pad brand, challenging the country’s entrenched taboos around menstruation.

The Rajasthan Royals, who feature England stars Ben Stokes and Jofra Archer, said they hoped the Niine brand sponsorship will “help educate men… on a grand scale”.

Deep-rooted social taboos remain in India around menstruating women. In some rural areas, women are made to sleep separately during periods and are banned from entering temples.

The Niine logo will be on the back of the player jerseys for the tournament, which this year is being held in the United Arab Emirates because of the coronavirus pandemic, starting September 19.

“Cricket undoubtedly is the most watched sport in the country and provides the perfect platform to address health and drive social change,” the Royals said in a statement.

“Rajasthan Royals are poised to be the vehicle that will help educate men through the IPL 2020 season by building not only awareness but also understanding on a grand scale,” the statement added.

A Royals spokesperson declined to give financial details of the deal.

M M Alam

M. M. Alam is a Pakistan-based working journalist since 1981. Karachi University faculty gold medalist Alam began his career four decades ago by writing for Dawn, Pakistan’s highest circulating English daily. He has worked for region’s leading publications, global aviation periodicals including Rotors (of USA) and vetted New York Times as permanent employee of daily Express Tribune. Alam regularly covers international aviation and defense-related events including Salon Du Bourget (France), Farnborough (United Kingdom), Dubai (UAE). Alam has reported thousands of events and interviewed hundreds of people in Pakistan, UAE, EU, UK and USA. Being Francophone Alam also coordinates with a number of French publications.