MAM
Report on Shemaroo

IPL 2018: The dos and don'ts for brands

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/02/26/kohli.jpg?itok=NLetejJ4

MUMBAI: Brands are always on the hunt to find events with high engagement and some sporting properties are just that. The Indian Premier League (IPL) has been one of the most sought after and followed sports events in India since 2008. It’s 2018 now, its eleventh edition and the IPL has come a long way.

The T20 tournament is the fifth most popular sporting event in the world with over 335 million viewers and the number only seems to be increasing every year. Ad displays are synonymous with the IPL. Every conceivable property, right from boundary line ropes, billboards, stumps to even the sight screen is covered with brands and is monetised.

The IPL has turned out to be the best property for advertisers, considering its short three-month schedule, high consumer involvement and television ratings. Ever since the league started, it has managed to attract major clients as sponsors, including PepsiCo, Vivo, Oppo, Havells, Vodafone, Samsung, DLF, Karbonn among other big spenders.

With less than two months to go before the season starts in April 2018, brands have begun their hunt to pick their favourite teams.

Any sporting event is only made possible through the commercial participation and support of sponsors, partners, licencees and broadcasters. While Vivo Mobiles is the league’s title sponsor this year, several brands have come on board to become the associate sponsors for the teams. 

The IPL governing council issues brand and content protection guidelines for all the brands that provide guidance on appropriate and acceptable commercial and non-commercial utilisation by third parties of the IPL proprietary names, proprietary marks and trophy image and audio-visual representations of the league.

Franchise sponsors and partners are granted certain rights by the franchises they associate with. The rights that franchises may grant to their sponsors and partners are governed by the franchise agreement, sponsorship guidelines, player ID guidelines and other applicable league rules.

But just because a brand isn’t Vivo doesn’t mean it can’t get a boost from the game—just that it needs to be careful. The council issues many pages of guidelines on the do’s and don’ts.

Indiantelevision.com got its hands dirty and compiled the crib sheet for advertisers and players below : 

Players:

Major players competing in the games have established sponsorship deals with one or several brands. But once the league begins, they need to be careful about what they say, wear and do.

They Can

They Cannot 

Share their experiences at the games via social media

Post or talk about their personal brand sponsors or mention any branded products

Share their own photos or videos

Mention or promote any organisations they support

Use IPL logo, so long as its not in a commercial context

Wear any branded apparel that isn’t official on IPL property

Official sponsor brand:

These are the brands that shell out big bucks for the title league partnership.  Official sponsorship is expensive stuff for a usual five-year deal which is why only mega brands end up signing on the dotted line.

public://vivo_0.jpg

They Can

They Cannot 

Advertise while the game is in progress

Conduct any advertising or promotions that have not been pre-approved by the IPL governing council. 

Enjoy exclusive advertising within their market category

Cannot use IPL name or logo that is confusingly similar or likely to be mistaken for IPL footage which is unlicensed and unauthorised. 

Mention the game on social media platforms

 

Supply their goods and services on an exclusive basis within IPL venue

 

Sell merchandise and team jerseys

 

Can run ticket promotions or IPL prizes in contest

 

Other brands: 

Brands that are not official title sponsors but are partnering team sponsor or additional sponsor are allowed to do a limited amount of marketing during the league. These brands include brands like Kent RO, Muthoot Finance, Royal Stag, Kingfisher, Parle, Lotus Herbals among others that have come on board this season

public://mit_0.jpg

They Can

They Cannot 

Run marketing campaigns that feature the teams they sponsor

No franchise sponsor or partner may use the IPLname or marks in any of its marketing communication or promotion 

Merchandise with general cricket terms, India related terms, provided there is no usage of IPL name or logo

Manufacture and sell counterfeit merchandise relating to IPL or unlicensed use of the IPL relating to any of the teams participating in the league

Can run ticket promotions or IPL prizes in contest

Launch a new campaign while the league is in process that talks about their association with the tournament without prior licence from the IPL committee.

 

Brands cannot reproduce or distribute items during IPL and cannot be used on goods, in business names or in advertising promotions without licence from the IPL

 

A formal or pre-existing association with any of the eight participating teams does not permit a team player or team sponsor to use the IPLname or logo without prior authorisation from the committee.

 

Engage in ambush marketing, basically an attempt to create the false impression of an official relationship with IPL.

Live score on mobile and SMS guideline for official and team sponsors:

They Cannot

Use IPL name or footage on any mobile or wireless technology including on mobile apps without licence

SMS updates of live stores and game that utilise the IPL name 

Brands and match schedule:

They Can

They Cannot 

Use the match schedule to provide information in a purely non-commercial sense 

Commercial use or presentation of match schedule by third parties is not permitted

Though the rules may sound stringent, they are to safeguard the interests of parties. Brands have to be extra cautious while associating and marketing themselves during sporting events and it is not all fun and games in the end!

Also Read :

IPL 2018 gets a makeover with Star India

Star India bags 5 new advertisers for IPL 2018

IPL 2018: Team sponsorship deals may see an uptick

Global appeal of Indian sports high, says Deloitte report

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/06/nata.jpg?itok=gbQacg50
Central’s new Insta-web series says #WomenWearItBetter

Women’s Day is all about celebrating the true essence of being a woman. To capture the same, Central has released a campaign called #WomenWearItBetter this Women’s Day.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/06/ad.jpg?itok=GOEL03Gt
Adidas celebrates Women’s Day with Watch Us Move campaign

In the run-up to International Women’s Day, global sportswear giant Adidas has launched Watch Us Move – a campaign to celebrate womanhood and their freedom of movement.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/06/green.jpg?itok=GVUWJUSx
Khud Bane Ho Toh, Greenply Banta Hain salutes the resilient human spirit

Furniture manufacturer Greenply Industries has launched a new set of TV campaigns Khud bane Ho Toh, Greenply Banta Hain, which celebrates the resilience of human spirit and highlights the journey of every self-made individual, from humble beginnings, sobering failures to their path of greatness.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/06/jl.jpg?itok=zKBzCkNx
Jaguar Land Rover to lay off a third of India workforce

Tata Group-owned Jaguar Land Rover (JLR) is undertaking its biggest ever retrenchment drive in its India operations, slashing its workforce by nearly a third, according to a report by Business Today.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/img_05032021_164913_800_x_800_pixel_0.jpg?itok=1Phc1LM1
Why Havells’ new ceiling fan is actually a ‘Feeling Fan’

MUMBAI: Leading FMEG Havells India has rolled out a new advertisement campaign for its technologically advanced ceiling fan category. Conceptualised by Mullen Lintas Delhi, the campaign “It's not just a fan, it's a ‘Feeling Fan’” showcases IoT (Internet of Things) enabled smart features like voice...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/img_05032021_160424_800_x_800_pixel.jpg?itok=aaC2jIRo
Ahead of Women’s Day, Reebok says ‘It’s A Man’s World’

MUMBAI: British-American footwear and clothing company Reebok has launched its latest campaign titled ‘It’s A Man’s World’ in association with MADWOMEN, an all-female creative collective. The campaign unveiled in the run-up to Women’s Day, featuring two collections comprising six iconic sneakers,...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/cn.jpg?itok=U_UfaKjX
Chingari celebrates woman power with #SheGotSpark

MUMBAI: Homegrown short-video sharing platform Chingari is celebrating women power with its distinctive campaign #SheGotSpark. Find women from every walk of life as they share their courageous stories of proving themselves via their videos. The chosen few motivational videos get featured by...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/wpp.jpg?itok=QGpAFfmh
Facebook’s Dave Rolfe moves to WPP as global head of production

NEW DELHI: WPP has appointed Dave Rolfe to the new role of global head of production, WPP and Hogarth. Rolfe, who was most recently head of production for global business marketing at Facebook, will be based in Hogarth Worldwide, WPP’s creative production arm. He joins in March, reporting to WPP’s...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/05/q.jpg?itok=5GvkGIAf
Adaptability & speed key factors to get through tough times: SBI General’s Shefali Khalsa

That India’s banking and finance sector has witnessed explosive growth and expansion ever since the era of economic reforms was launched nearly three decades ago is not news. That this growth also fuelled new windows of employment opportunity for women in the BFSI sector is however not so well...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required