With the World Cup just over and IPL a week away, cricket fans are in for a month and half long cricket entertainment frenzy. But, is it the same scenario with the brands/sponsors?
It was predicted that Cricket World Cup 2015 would kill the Pepsi IPL 2015 hype and excitement and put the IPL & its teams in a sponsor-shortage limbo. But, to the contrary the advertising rates are already 10-15% higher than the World Cup with 10 sponsors already on board, including the likes of e-commerce biggies amazon.com, cardekho.com, telecom service providers Vodafone, mobile commerce company Paytm to name a few. The official broadcasting rights holders, Multi Screen Media Pvt. Ltd have had to expand their pool of sponsor slots to 12 to 13 from the allotted and predicted 10.
Cricket-Mania has attracted brands from across the industries. With MRF being on board as Global Partners for the Cricket World Cup 2015, CEAT jumped on board for the upcoming IPL signing a staggering three-year long deal as the Official Strategic Time-Out Partners.
Similar is the scenario with the IPL team-sponsorships. All the controversies surrounding the IPL and various teams have not deterred brands from being associated with their preferred teams.
Many brands have re-affirmed their affinity towards their teams from previous years – Aircel, Videocon D2H, Ultratech Cement and Tata Motors continuing as title sponsors of Chennai Super Kings, Mumbai Indians, Rajasthan Royals and Kings XI Punjab respectively.
Many new global brands have come on board this year – Daikin signing a mega-deal with the Delhi Daredevils to be their title sponsors, Gionee, the Chinese mobile manufacturers have replaced Nokia as the title sponsors of Kolkata Knight Riders signing a multi-year deal worth a staggering INR 54 Cr.
As predicted mobile brands have been the most active this IPL – HTC (Kings XI Punjab), Spice Mobile (Rajasthan Royals), ICE Mobile (RR), Gionee (KKR) and many other are expected to be on board come April 8th, 2015.
Many apparel brands have jumped on the chance to be associated with their preferred teams – Flying Machine (Delhi), Lawman Pg3 (Rajasthan), Jack&Jones (Mumbai), US Polo (KKR), TK and TYKA (official kitting partners for most of the teams).
BFSI & The Unexpected participants – RBL Bank has continued it’s association with Delhi Daredevils while DCB Bank has come on board as a partner for last year’s high flyers Kings XI Punjab. Tiny Owl, a company in the e-commerce has partnered with Mumbai Indians, KS (Kama Sutra) has upped its association with Delhi Daredevils from official partners to principal sponsors of the team.
With the IPL less than a week away and sponsors on-board, IPL has yet again proven to be the clutter-breaking marketing platform for the so-called ‘global’ as well as ‘regional’ brands. With the World Cup being a platform for the global brands, IPL has proven to be a platform shaping the regional brands into global brands.
Pepsi, Yes Bank, Vodafone, Daikin, Aircel, Tata Motors, Videocon, Gionee etc. are all on board to make this IPL into a global cricketing festival. ARE YOU??????
Everything Tech - thats how Sharad pens his profile. He has designed Tech products, developed them, built tech teams, and also sold tech products as part of multi-million dollar Enterprise Solutions. He is currently the CTO of Onspon which is India's biggest event marketplace that aims to help event professionals create fantastic events and monetize them. Onspon helps event managers in getting sponsorships, selling stalls, partnering with great vendors and plan their event better. With partnerships like eventonapp, Onspon also uses mobile first platforms (event apps) to create fantastic opportunities for events to engage their audience and sponsors.
Sharad is an industry speaker on event trends and engaging user behaviour in communities and is a part of multiple leadership forums. An avid reader, book critic and writer, he currently lives in Mumbai.
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