Since generations, while adrenaline flew high, tears shed and emotions spilled on the ground, millions outside had their eyes glued to the screens and hearts thumped to every runs scored and missed. And all this just for one sport: Cricket. Personal rivalries and national pride have been the highlight of cricket for decades. Friendships would happen only after a player retired, and in many cases, the hatred for the opposition would never die for fans. Looking 10 years back, with the start of IPL everything changed. Opposition Players became teammates and 'worse' — even friends. The game of cricket had changed forever.
It’s the 11th season of the league and with Star India acquiring its media rights with a consolidated bid of around Rs.16,483 crore, IPL has come at par with the cash-rich leagues of the world like the National Basketball Association (NBA), English Premier League (EPL) or even in the path of becoming India's own Superbowl. In a clean sweep, Star India has unseated its arch-rival for five seasons(2018- 22), Sony Networks which held this position at a bid of Rs.8200 crores for the past 10 years. These broadcasting rights have churned out a major stake of income for the team owners, as this is a guaranteed source of income for all the franchises. A huge chunk of inflow has also been garnered from the stadium tickets as well as a lot of merchandised products like t-shirts and souvenirs which are sold in the stadium with food and drinks to go with it.
IPL into its 11th season has turned into a money-spinning property as the interest in the league by the
sponsors continues to soar. Though looking at the figures that the teams have received as a share at the broadcasting rights, tickets, and player transfers, sponsorship seems to be a cherry on the cake. With the kind of brand value and reach that IPL has achieved over a decade, it’s no surprise that it has become the favorite launch pad for brands to leverage at a premium cost—a phenomenon similar to the Super Bowl in the US.
In the tenth season, Amazon India, Vodafone, Pepsi, Maruti Suzuki IPL into its 11th season has turned into a moneyand Parle rolled out their campaigns, especially for the league.VIVO has retained the title sponsorship for IPL 2018-22 with a record figure of approximately Rs 2199 Crores, a humongous increase over the previous contract. The deadline is fast approaching and the restless sponsorship teams in the various team offices of IPL are busy in their last few deals. Having worked with
Onspon.com in this space for some time, it seems that this is almost a second nature of big-budget sponsorship sales - be it Indian Premier League teams, Indian Super League teams, Pro Kabaddi teams or even at iconic events like Fashion weeks, Big ticket concert tours, Beauty Pageants, Bollywood Awards etc.
According to our study at Onspon.com, we see that though RCB has gone a little overboard with their spending on the players, the sponsors associated with the team compensates for about 47-49 % of the expenditure. Chennai Super Kings have aced the money game with sponsorship earnings being around 70- 73.03% of the expenditure, Mumbai Indians not lagging far behind with earnings from sponsors at 65- 67.48% of the expenditure. Delhi Daredevils and Kolkata Knight Riders are almost at par with 60.36 - 62 % and 55- 59.44% respectively. Rajasthan Royals, Kings XI Punjab, and Sunrisers Hyderabad, however, are at a lower percentage of approximately 43.23%, 38.56%, and 39.34% respectively.
L e t s t a l k a b o u t t h e m o n e y
SPONSORSHIPS @ IPL
Undoubtedly has the most engaged fan base across the IPL teams despite the two-year ban. Draped in yellow with their whistle podu style has won hearts across the country. Being one of the most valuable IPL franchisees, it is also among the most sought after. Current Captain for the season is MS Dhoni. Title Sponsor: Muthoot Group Jersey Sponsors: Muthoot Group(chest), India Cement(back), Gulf(upper right front), Equitas(lead arm), HIL & Nippon Paint(non-lead arm), Birla(trouser leading), Charminar(trouser non-leading), JIO(cap leading) Non-Jersey Sponsors: Frooti, Act Fibrenet, Zeven, Peter England, Fanisko.
Now, this comes as an amazing stunner. With all slots sold out way in advance before the league started - Kings XI has come a long way. It’s a darling among the NRIs and has always managed to create waves with brand creatives and its celebrity owners. Established in 2008, the franchise is jointly owned by Bollywood actress Preity Zinta, Wadia Group scion Ness Wadia, Dabur’s Mohit Burman and Karan Paul. Current Captain for the season is Ravichandran Ashwin. Title Sponsor: Kent RO Jersey Sponsors: Kent RO(chest), JIO(back), Lotus Herbals (upper right front), Fena Detergent(lead arm), Royal Stag & Finolex(non-lead arm), Surya LED(trouser leading),T10 sports(trouser non-leading), Manyawar(cap leading), Tecno(cap back) Non-Jersey Sponsors: Kingfisher, Tic-tac, Cashier, Spartan, Coca-Cola, Prayag, LG, Shalby Hospitals.
Owned by the GMR Group and JSW Group, the name, Delhi Daredevils, demonstrates the passion, fighting spirit and dynamism of the region and its people.For the 2018 VIVO IPL season, DD has brought on board Australian legend Ricky Ponting as their head coach and two-time IPL winner Gautam Gambhir as their captain. Title Sponsor: Daikin Jersey Sponsors: Daikin(Chest), Nature Fresh(back), Suzuki Gixer(upper right front), JIO(lead arm), GAAR & JSW(non-lead arm), DTDC(trouser leading), AirIndia(trouser non-leading), Nerolac(cap leading), Acer(cap back) Non-Jersey Sponsor: Coca Cola, Tic-Tac, The Lalit, Officer’s Choice, T10, Fortis, Radio Partner: 107 & 104.
The Champions of the inaugural IPL 2008, this Jaipur based team stands by indomitable qualities of strength, courage and fighting powers with roots in the culturally rich state of Rajasthan. The Royals are impassioned which personifies the brand & captainship of the team under Ajinkya Rahane. Title Sponsor: JK Laxmi Pro+ Cement Jersey Sponsors: JK Laxmi Pro+ Cement(Chest),Mitsubishi(back), KEI(upper right front),JIO(lead arm), Astral Pipes & Mitashi(non-lead arm), Baja Almond(trouser leading), TYKA(trouser non-leading),Manyavar(cap leading),Kent RO(cap back) Non-Jersey Sponsor: Bikaji, Deakin University, Pepsi, SBI, EHCC, Kingfisher, Umang Mehta, Hungama Music, Hindu Jea Band, Catapult, Suresh Gyan Vihar University.
Owned by Bollywood actor Shahrukh Khan, actress Juhi Chawla, and her spouse Jay Mehta led by Dinesh Kartik (Captain). It stood IPL champions in 2012 & 2014 and trying to take the legacy forward with its KORBO,LORBO,JEETBO attitude. Title Sponsor: Nokia Jersey Sponsors Nokia (chest), JIO (back), Lux Cozi (upper right front), Exide (lead arm), Royal Stag & SRMB TMT (non- lead arm), GreenPly (cap leading), and Khadim’s (cap back). Non-Jersey: JBL, Kingfisher, The Telegraph, Senco, Munch, ArunSingh, Radio FM 104.
The name stands for resilience, commitment, intensity, and a never-say-die attitude with the highest fan following. Led by Virat Kohli, the highest run scorer in IPL 2016 and being in a sublime form across all formats, the skipper will not leave any stone unturned to help his team win their maiden title this year. The team is expected to return with all guns blazing with the help of some other giant names like AB de Villiers and Brendon Mccullum. Title Sponsor: Eros Now Jersey Sponsors: Eros Now(chest),Duraguard cement(back),HP(upper right front), JIO Digital(lead arm), Dominos & Duroflex(non- lead arm), Wrogn(cap leading), Imara( back),HPL(trouser non-leading) Non Jersey Sponsors: Imara, Somany, Kingfisher, Nissin, Zeven, DNA, Beardo, Radio Mirchi.
Owned by Kalanithi Maran of the Sun TV channel Network, it was founded in 2012 and debuted in 2013 after Hyderabad based Deccan Chargers were terminated by the IPL. After the ban on David Warner, the team has chosen Kane Williamson as its commander to the orange army. Title Sponsors: Ultra Tech Cement Jersey Sponsor: Ultra Tech Cement(chest), Red FM 93.5(back),SUN Direct(upper right front), JIO(lead arm), Ultra Tech Cement & Astral Bond(non-leading arm), Canara Bank(lead leg), Tyka(non-lead leg),Nerolac(cap leading), Kurl-on(cap back) Non Jersey Sponsor: Manforce, Tic-Tac, Jahanpanah, Rupa, Cadbury Fuse, Apollo Hospitals, Croma, Centro.
One of the most followed franchises in the IPL, the reason being its cricketing legacy, graced by legends from various countries: Sanath Jayasuriya, Ricky Ponting, Shaun Pollock, Sachin Tendulkar, and following in their footsteps are the current crop of superstars like Rohit Sharma, Kieron Pollard, Mitchell Johnson, Hardik Pandya and Jasprit Bumrah, among others, to add to its rich legacy. Title Sponsors: Samsung Jersey Sponsor:, Samsung(chest), GoIbibo(back),DHFL(upper right front), JIO(lead arm), DHFL Pramerica & EFA(non-leading arm), Burger King(lead leg), Taiwan(non-lead leg), Usha(cap leading), Sharp(cap back) Non-Jersey Sponsor: Kingfisher Premium, Sharp, Burger King, Tic-Tac, Munch, ESA, JIO Money, BookMyShow, DNA, Fever 104 FM, Radio City, Thumbs up, Performax, Officer’s choice.
Though a lot of articles have been written as to how IPL has lost its viewership and does not grab similar attention as compared to its initial years, the numbers speak a different story. Barring a few years when IPL was muddled with controversies, it has been able to set viewership records throughout the country and has been a battleground for brands across its 11 years. As all the bigger brands have started to go head-on to earn some visibility on the field and brownie points in the eyes of the consumers, it would be interesting to see the turn of events as it unfolds. There is no denying the fact that IPL is indeed “ India ka tyohar”. Now, armed with rock-solid sponsors and a power-packed schedule - we are all glued to the TV sets (or phones) to see how sponsors convert IPL into the next Super Bowl with some fantastic integrations. (A story on that Coming soon).
The content in this document is for illustration purposes only. Based on internal estimates and interaction with stakeholders. For details connect with us at [email protected] All images / logos are copyright of their respective owners. Used for information purposes only.
Deboshree Mazumdar is an Engineering Graduate and an event enthusiast. A software whiz spending her life in between lines of code - finding her true calling in content when she walked out of a super successful career in blue chip IT company to join Onspon.
She has a keen interest in event trends and has interacted with senior event stakeholders in understanding how great events get profitable. She is a part of social media team of Onspon managing user feedback redressal and client engagement. She is a content marketer and a key contributor to Onspon Blog. An avid backpacker and a movie buff, she lives in Mumbai and is open to conversations on any topic under the sun!
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