For 11 consecutive years, IPL has successfully been boasting its importance to reach masses in almost no time, which the brands/ sponsors didn’t miss out.
In its 11 years, IPL has emerged as a strong marketing and advertising platform for brands, with quite a few new launches and several activations rolled out during the tournament season. Apart from distinguished TVCs that are aired time to time, the sponsors/brands roped in various OOH means that include Hoardings, Billboards, In-Shop branding, In-Ground Signage, Mobile Signage, etc. to let the customers feel the association, besides making their respective presence felt to the masses.
As the Indian Premier League 2018 flagged off from April 7 onwards, several brands across diverse sectors joined hands with the tournament and participating teams. Things are changing at a great pace in the Indian Premier League, the most popular domestic T20 sporting event in the world wherein for the last two seasons of the League, the top franchise teams which were missing from the tournament, have joined back with much more fervour.
One of the largest spenders in Indian Premier League (IPL) this season, VIVO is using the platform to increase its visibility among their target audience. Alongside roping in Aamir Khan as their brand ambassador, the Chinese handset maker is running massive campaigns around the league to promote its flagship smartphone, Vivo V9. On a similar note, Parle has been pushing its Platina Collection through this year’s cricket extravaganza.
Various associate sponsors like Vodafone, Yes Bank, Freecharge, Maruti Suzuki, CEAT Tyres, Tata Sky, Coca-Cola, Vimal Pan Masala, Amazon, Oppo, Park Avenue, Polycab Wire, Pepsi Co, Mondelez, Samsung, Nivea, MRF, Nokia, Goibibo, Duraguard, Honda Motors & Scooters, Policybazaar.com, Swiggy, Shaadi. com and Madhura Garments among others are making good use of their association with the tournament.
Vodafone has been associated with IPL since its inception in 2008 with this belief that IPL is one of the biggest sporting platforms in India designed to appeal to a wide section of consumers across the country. The partnership with IPL has helped Vodafone connect with cross-segments of television viewers and cricket lovers in India. In fact, the unique format of this tournament led to the birth of one of its favourite and most loved iconic mascots – the ZooZoos.
Here’s the list of who are the principal partners and sponsors for the eight IPL teams – Kolkata Knight Riders (KKR) – KKR owned by actor Shahrukh Khan named Nokia as the team’s lead sponsor for two years; while Mumbai Indians (MI) – Indian online travel company Goibibo is the principal sponsor of MI for one year, while Videocon is replaced with Samsung as lead sponsor for three years; and Royal Challengers Bangalore (RCB) – Besides Duraguard Cement, the technology brand HP is also RCB’s one of the principal sponsors.
Chennai Super Kings (CSK) – CSK has inked a three year deal with The Muthoot Group making it the team’s principal partner. Other sponsors on board are Gulf Oil, Equitas Small Finance Bank, HIL, Nippon Paint, Frooti and Act Fibernet; Kings XI Punjab (KXIP) – Water purifier brand Kent RO is announced as Kings XI Punjab’s title sponsor for IPL’s 11th season. Meanwhile, personal care brand Fena became a sponsor of KXIP.
Delhi Daredevils (DD) – GMR Group entered into an agreement with JSW Sports for a 50:50 partnership in GMR Group’s IPL franchisee Delhi Daredevils owned by GMR Sports Private Limited (GSPL); while Sunrisers Hyderabad (SRH) – Paint brand Nerolac has extended its partnership with SRH as an official sponsor. The brand were visible on the helmets of the Sunrisers Hyderabad players.
Meanwhile, Indian online ticketing platform BookMyShow is the official IPL ticketing partner for the IPL teams Chennai Super Kings, Kolkata Knight Riders, Mumbai Indians and Rajasthan Royals. IPL 11 has already entered the midway and will see a total of 60 matches being played over a span of 47 days involving eight teams across various stadiums in India. All the brands are making good use of this opportunity and accordingly they have come up with varied but focused campaigns – be it TVCs or OOH.