Two formidable stars in the business of entertainment in India, STAR Plus & Shah Rukh Khan, have now come together with yet another innovation.

For the first time in India, a Hindi general entertainment channel is a team co-sponsor at the IPL. STAR Plus has partnered with Shah Rukh Khan's team Kolkata Knight Rider (KKR) for the upcoming Indian Premiere League II cricket tournament, being held in South Africa this year.

The KKR players will have the STAR Plus logo prominently displayed on the back of their T-shirts during the world's most enjoyed television experience.

Keertan Adyanthaya, STAR Plus' EVP & GM said, "STAR Plus & Shah Rukh Khan have had a long-standing association with each other and are partners in the true sense of the word. It is indeed a pleasure to have the Kolkata Knight Rider team wear T-shirts with our logo as they endeavor to win the IPL."

Speaking on this association with STAR Plus for KKR, Shah Rukh Khan said, "STAR is like a family to me and it's an absolute pleasure that they are partnering the Kolkata Knight Rider's in our quest to win the championship."

This is a latest in the series of innovations that STAR Plus and Shah Rukh Khan have created together, to provide their fans with unmatched television experiences.

The duo came together with one of the biggest game shows on a Hindi GEC, Kaun Banega Crorepati in 2006, a show that had changed the television viewing habits of many million people across the country.

They reinvented their association with Kya Aap Panchvi Pass Se Tez Hai in 2008 and in 2009 they have come together for the biggest entertainer of the year – The Indian Premier League.

By associating itself with IPL, STAR Plus has once again proved that it knows the heart of the television viewers in India, and that STAR is really a star when it comes to creating and supporting television content that is well loved by its viewers.