Hon. Deputy Minister of Economic Development, Sri Lanka- Lakshman Yapa Abeywardena said, "With the dawn of the new era in our island, Sri Lanka which is renowned as the “Pearl of the Indian Ocean”, has great potential in expanding its vistas in Investment, Tourism, Agriculture and other sectors that will immensely contribute towards the rapid development drive initiated by the Government. IIFA will play a vital role in further strengthening the mutual cooperation of the two nations.”

Speaking on the way forward and growing importance of the Sri Lanka-India partnership, Sabbas Joseph, Director, Wizcraft International said, “IIFA is proud to be associated with the UNICEF and the Sri Lanka Cricket Board to bring about a positive contribution to Sri Lanka. The FICCI IIFA Global Business Forum will focus on the potential of Sri Lanka as an investment destination. All roads lead to Colombo, as IIFA puts on a grand three day show in the heart of Sri Lanka.”

The Videocon IIFA Awards will be held from the 3rd to the 5th of June, 2010. Speaking on the association with IIFA, Anirudh Dhoot, Director, Videocon Industries Limited said, "We are delighted to partner with the IIFA and present the Videocon IIFA Weekend for the second consecutive year. The Videocon brand has evolved over the past year to emerge as a vibrant convergence of next-generation entertainment, convenience and communication. The Videocon IIFA Weekend is an extravaganza that brings together and showcases Indian entertainment on a global platform and presents us the perfect opportunity to celebrate our brand evolution amidst India's colourful cultural diaspora.”

Sponsoring the Micromax IIFA Awards for the first time, Business Director, Micromax Mobile, Vikas Jain said, “Micromax is delighted about its association with the IIFA Awards – a platform that is synonymous with innovation and appeal, as is Micromax. Our relationship with IIFA will provide a unique experience for our consumers thereby strengthening our relationship with the Indian Diaspora across the globe, specially the youth. We are sure that the Micromax IIFA Awards will reach new heights as never seen before.”

For the first time, Shoppers Stop in association with IIFA will present an Indian cinematic inspired exclusive line - IIFA Bling for its exclusive brands Insense, Kashish & Mario Zegnoti. This collection is available at all stores of Shoppers Stop across the country, encapsulating the exuberance and glamour of the Indian Film Fraternity style icons.

Taking the Greening of the IIFAs forward in IIFA’s eleventh year, Panasonic announced the continuation of its association with IIFA. Speaking on its alliance with IIFA, Mr. Manish Sharma, Director - Marketing, Panasonic India said, “It is an honor for us to carry forward the association with an international cinema platform like IIFA which recognizes excellence. Our association as the green sponsor provides us the platform to communicate our philosophy of ‘Eco Ideas’ that champions the cause of a greener environment. Taking the Greening of the IIFAs forward, we will focus on building a movement to help protect the environment.”

The IIFA Weekend and Awards is held in conjunction with the Sri Lankan Tourism Promotions Bureau (SLTPB). Star TV will once again showcase the Micromax IIFA Awards to audiences globally reaching out to millions of viewers. Panasonic will continue the Greening of the IIFAs and Sri Lankan Airlines will be partnering IIFA as the Official Airlines Partner. The Literacy Partner for IIFA 2010 is Linc Pens. Reebok is the Apparel sponsor for IIFA Foundation Cricket Match. Western Union has also come on board as the Official Money Transfer Partner. IIFA Weekend Associate, Gitanjali Lifestyle, will support IIFA embellishing the events and the glitter of the stars. The Indian cinema stars are set to descend onto Colombo for the IIFA Weekend and Awards from the 3rd to 5th of June, 2010.