A closer look at the IPL 2020 Complete Sponsors List
Both the leading international corporates operating in the Indian market and local firms alike, they are designing their marketing projects to capitalize on the IPL season. For instance, in 2017, Amazon’s regional branch, the Indian branches of Pepsi and Vodafone simultaneously launched independent advertising campaigns in the run-up to the tournament. The IPL kick-off is similar to the American Super Bowl for the local market. This article will review the IPL 2020 sponsor lists and give some highlights on the official IPL sponsors of the 2021 season.
Along with the new media agreement, IPL has also revised its title sponsor agreement: in 2016 and 2017, Chinese smartphone manufacturer Vivo paid $13 million annually, while a new five-year agreement is set to allocate $61.5 million a year, which is nearly 5 times as much.
The 2020 IPL season, due to the pandemic global situation, has witnessed hard times as for the sponsors’ collaborations as well. The sponsorship pool has dropped app.20-30%, but still the team franchises have managed to attract some top brands. The smaller companies also have got a chance to avail of the partnership with the cricket teams entering into the tally.
Who is the official sponsor of the IPL in details
So, let’s take a closer look at the official sponsors of the IPL teams starting with the leading teams of the championship. Thus, the Chennai Super Kings’ main sponsors this year are:
- Muthoot Fincorp;
- India Cements and Gulf Oil;
- British Empire – a beer brand of Chennai-based company;
- Nippon Paint;
- Clear Anti Dandruff Shampoo;
- Jio Digital Life (having launched a dedicated fantasy cricket app)!
As for the CSK main rival, Mumbai Indians, their central sponsor in 2020 was Samsung and ColorsTV. While for the season 2021 this most attractive and flamboyant franchise of IPL has roped in the logistics giant DHL Express. Their other associate partners were: Marriott Bonvoy, Jio and Astral Pipes. In total the team had 22 sponsors in the last season.
The IPL has been successful in the sponsorship market in India as it has positioned itself as one of the sport’s premium events, combining cricket and entertainment. The increasing value of all teams’ brands also confirms this vision. Most teams are also able to engage organizations from different industries. One of the unusual cricket sponsors for the to consecutive seasons of 2020-2021 is Colgate, toothpaste brand, which has signed a contract with 6 IPL franchises.
Some of the popular partnering arrangements include clothes kit sponsorships, media partnerships and more. The pandemic has brought in new types of sponsors, such as hygiene affiliates and formal mask sponsors, that have been integrated into the traditional merchandising. Thus, for example, the Royal Challengers Bangalore had EUME World as an official face mask partner, and the Delhi Capitals were supported by Livinguard as an Official Hygiene Partner.
The title sponsor of the IPL 2020 and 2021
The title sponsor of the IPL issue in 2020 was tough for the Board of Control for Cricket in India. After facing all perturbations of the IPL place and schedule change, having postponed the championship from the spring to autumn, the BCCI also had to solve the loss of the title sponsor, Vivo, a Chinese smartphone producer, as they had suspended the contract for 2020. This was caused by the clashes on the Sino-Indian border and raised anti-Chinese attitudes in India in general.
Yet, in 2021 Vivo reinstates as a title sponsor and doubles the earns of the BCCI bringing for the seasons 2017-2022 in total over 4.4 billion rupees. In 2020 the digital company Dream 11, based in Maharashtra, has substituted VIVO as a principal sponsor. Dream 11 for the title bid moment was already a sponsor of six cricket franchises.
The fantasy app by Dream 11 enhanced the fans engagement into the championship, taking into account the impossibility of the spectators physical presence at the stadium. In the app a user can compile his own fantasy cricket team picking up his favourite IPL players and compete with other users for money prizes.
Disney+Hotstar, India’s live streaming platform, has participated as a Digital Streaming Partner in 2020 and keeps this title in the current season as well, while Star Sports is an Official Broadcaster of the league. Other official 2020 partners are:
- Tata Motors Altroz (automotive manufacturing company);
- Unacademy (largest Indian online learning platform);
- Cred (credit card bill payment app);
- PayTM (mobile wallet);
- CEAT Tyres (Strategic Timeout Partner)!
For the new season, the official media partner Star Sports is looking at close to Rs 200 crore from associate and co-presenting sponsorship deals from IPL 14th season. Among the associate sponsors are Garnier Men, Bingo, Kamla Pasand, AMFI, Frooti, Asian Paints, Unacademy, Vodafone-Idea, Mondelez, Amazon Prime, and Groww. The cost of co-presenting sponsorship is in the range of Rs 110 crore to Rs 125 crore while associate sponsorship is priced at Rs 65-70 crore.
As well known, the cricket in India is not just a sport, but also an entertainment and philosophy. IPL matches are of TV prime time category with an audience ranging genders, variety of age groups and social classes. The effectiveness of IPL’s promotion for brands of all possible kinds is undeniable. The online and offline promotions establish better communication with consumers as millions of fans follow IPL continuously over all championship duration. The stadium brought home issue due to the quarantine circumstances forces brands and media partners to leverage their campaigns creating new digital opportunities like chats, comments, virtual live rooms, etc. making the fans experience more personalized and interactive.