Television

×

IPL season 9 remains sponsor heavy despite earlier setbacks: Onspon.com study

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/04/18/Untitled-3.jpg?itok=EEU06gTJ

Mumbai: IPL season nine has been the subject of many headlines – good and bad. The betting scandal leading to two popular teams  -- Chennai Super Kings and Rajasthan Royals --   being banned; and its title sponsor Pepsi’s exit from the league didn’t help the tournaments reputation either.  Questions that rose on the tournaments fate and the sponsorship dilemma were soon answered when Chinese smart phone brand Vivo bagged the title sponsorship right for the next two seasons. Vivo plans to spend an additional Rs 200 crore on strengthening the brand association with IPL.

Now, owing to India’s performance at the T20 World Cup, sentiments around IPL Season 9 are on the positive side. A week prior to the IPL season, sponsors such as FreeCharge  and Maruti Suzuki had confirmed their associations with the league. These central level sponsorships are each estimated around Rs 10 Crore and above as per a study conducted by Onspon.com.

At a team level too, the teams are seeing an increased interest from brands, where team sponsorships are getting closed faster, whereas last year half the slots were available until about two to three days prior to the IPL. While commercials for team level sponsorship rights were expected to take a dip due to the betting fiasco surrounding IPL, teams have been in a position to bag sponsors at commercials similar to those of last years, the study revealed.

These team level sponsorship rights range from Rs 1 crore to Rs 20 crores – dependent on the logo spot on the jersey and other rights such as player imagery, merchandise options etc. A number of sponsors have in-fact also continued their association with their respective teams.

Coming to the two new IPL teams, Pune Super Giants and Gujarat Lions have also been successful in clinching lucrative sponsorship deals with each of these teams managing to rope in about 10 sponsors each. With the Pune franchise boasting of a star studded line-up, including the likes of M.S Dhoni, Faf du Plessis, Ajinkya Rahane, Kevin Pietersen etc – the Pune franchise has emerged as a strong IPL title contender and has managed to bag sponsor’s within the Rs 2 Crore to Rs 16 crore range.

The Gujarat franchise, owned by smartphone manufacturer Intex has also bagged a number of high value sponsorships ranging from Rs 1.5 Crore to Rs 15 crores.

As per Onspon.com  the reason for the increased sponsorship interests from brands in this season’s IPL can be attributed to the pre-event cricket warm-up from the multiple cricket series leading to IPL – making the brand continuity easier and effective.

Faraaz Peerbhai who leads brand partnerships at Onspon.com said, “Additionally, the low event density in the non-sport space – with few high voltage movie releases or any other major music events, making sponsorship routing to IPL more effective. The advent of early summers have also lead to buoyancy in consumption categories such as FMCG, Air-conditioners – thereby leading to pre-allocation of marketing budgets, especially for categories such as drinks, consumer durables etc,” Peerbhai added.

If one were to look into brand categpries in IPL, a number of FMCG brands such as Haldiram’s, Britannia, Mother Dairy - Deodorant brands such as Sparkle, Kama Sutra have partnered with various IPL teams. Air-conditioner brands such as Daikin, Lloyd and Sansui have also partnered with teams such as Delhi, Bangalore and Kolkata respectively.

The smartphone category as-well has taken to IPL Season 9 in a huge way – Three big smartphone manufactures entering (or re-structuring their entry) in India (Oppo, Vivo and LeEco) have allocated a significant budget to cricket and in particular IPL. They are seeking to leverage IPL to create awareness about their brand and reach out to the young audiences.

Overall, after the pre-IPL ambiguity, IPL Season 9 is seeing a massive positive upswing from sponsors and audience alike.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/times_networkm.jpg?itok=K608WdhD
Times Network reduces Mirror Now MRP, launches new bouquet for English movie channels at Rs 10

MUMBAI: Times Network has revised the MRP of Mirror Now and introduced a new bouquet of three channels Romedy Now, Movies Now and MNX at Rs 10. According to the new Reference Interconnect Offer (RIO), the broadcaster has reduced the MRP of news channel Mirror Now to Rs 0.5 from Rs 2.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/COLORS%20Tamil.jpg?itok=lBiR_c8M
COLORS Tamil extends fiction line-up from Monday to Saturda

On popular demand, COLORS Tamil has announced an extension in the telecast of its fiction line-up. Starting 17 August 2019, viewers can now catch their favorite show from Monday to Saturday, offering a perfect start to an entertaining weekend packed with action, drama and more.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/RK-Arora.jpg?itok=OgQepPCQ
iTV Network appoints R K Arora as director - strategy and planning

Noida: In an announcement made on Friday by iTV Network, R K Arora joins as director - strategy and planning. Arora has a wealth of leadership experience of around two-and-a-half decades in the news broadcasting, spanning the entire spectrum from strategic vision and planning to execution. He has a...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/itv_net.jpg?itok=APVBlEN7
iTV Network gives additional charge to Varun Kohli, strengthens senior management team

MUMBAI: iTV Network on Friday announced strengthening its senior management team with CEO Varun Kohli being handed additional responsibility for print companies. Kohli is currently handling India News, NewsX, digital assets and is providing strategic direction, leading teams and strengthening...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Star%20Sports.jpg?itok=qPNmXLWL
Announcement of Indian men's cricket team coach at 6PM today on Star Sports

Star Sports, India’s leading broadcaster and the ‘Home of Cricket’ to telecast the big and official announcement of the coach of the Indian Men’s Cricket Team today at 6PM on a special programming show ‘Follow the Blues LIVE’ on Star Sports 1 SD/HD. The segment on the show will witness the...

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/TED%20Talks.jpg?itok=c8e0-tdc
Star India distributes eco-friendly flags on account of India's 73rd Independence Day!

In an encouraging and positive endeavour towards a greener India, Star India has distributed eco-friendly National flags which have been sourced from 21Fools. With a novelty in thought, these flags are made out of waste cotton and are embedded with marigold seeds.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Shemaroo_New_Logo.jpg?itok=Nw_eSngf
Shemaroo Entertainment brings devotees closer to Lalbaugcha Raja

Shemaroo Entertainment Limited, India’s leading content powerhouse, has acquired rights for the live feed of one of the most popular Ganpati Mandals of Maharashtra-“LALBAUGCHA RAJA” for Mobile apps, Internet and DTH platforms.

Television Production House Online Content
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Viacom-18.jpg?itok=7XCv0n7G
This Independence Day, Viacom18 celebrates many facets of freedom for Indians

India’s youngest and fastest growing media and entertainment network, Viacom18 celebrated the country’s 73rd Independence Day with a host of integrated campaigns that celebrated the spirit of today’s India and what independence means to its citizens.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/fat.jpg?itok=lCT_SieO
Insight TV Announces Co-Production with VICE Studios for Streetkings in Jail

Insight TV, the world’s leading 4K UHD HDR broadcaster and producer of native UHD content, is announcing details of its gritty new series Streetkings in Jail, a co-production with VICE Studios, the production company from VICE. Featuring 4 x 44 minute episodes, Streetkings in Jail will launch on...

Television Production House Fiction

Sign up for our Newsletter

subscribe for latest stories