Hero to drop sponsorship of IPL and Mumbai Indians
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Hero, however, is not the first company to distance itself from cricket. Before the third edition of the Champions League T20 in 2011, Bharti Airtel, India's largest mobile service provider, had withdrawn from sponsoring the tournament further due to the decreasing viewership of the event. The deal was abandoned three years before it was to end.
Later that month, Airtel joined hands with the Formula One Group to become the title sponsor of the Indian Grand Prix at the Buddh International Circuit.