As the Indian Premier League (IPL 2021) is starting today, Star Sports has signed 14 sponsors for IPL 14.
Last year, about a month before the IPL 13, the broadcaster signed 13 sponsors. Although, Star Sports ultimately signed 18 sponsors.
Star Sports officials have confirmed that they are bringing on more sponsors this year.
Star Sports for IPL 2021 has signed Dream11, Byju’s, Phone Pe, Just Dial, Bingo, Kamla Pasand, Association of Mutual Funds in India (AMFI). Also, Frooti, Asian Paints, Thums Up, Vodafone-Idea, Mondelez, Amazon Prime, and Groww as sponsors.
Edtech, fantasy sports, drinks, pay wallets, home décor, car, telecom, consumer durables, FMCG, and financial services are among the advertisers’ categories.
Byju’s, Kamla Pasand, and AMFI have continued their partnership from last season.
The Board of Control for Cricket in India (BCCI) expects to receive about Rs 4,000 crore from the upcoming Indian Premier League with Vivo as the title sponsor (IPL). The 14th edition of the IPL will enable one of the most financially successful sporting bodies to return to action. Last year, the BCCI announced a 30-40% drop in sales, according to industry estimates. It has five sponsors so far and is looking to add one or two more.
“BCCI added two official partners in 2020 and have added one more in 2021. It is an incredible considering a gap of just four-five months in both seasons. This very clearly means that there is a growing demand for IPL. Hence, sponsorship revenue is on the rise,” Vinit Karnik, business head, Entertainment, Sports and LIVE Events, GroupM told BrandWagon Online.
Brands have paid anywhere between Rs 25 and 15 crore for a slot in the front of the team jersey. Further, Rs 7 to 13 crore for a place behind the jersey, according to sources. Meanwhile, a helmet’s front has been sold for Rs 2-4 crore. Team jerseys with the shoulder role, on the other hand, have sold for between Rs 1.5 crore and Rs 3 crore.
Owing to the lack of spectators, the franchises are experimenting with digital ways. Many of them are selling players’ digital properties such as posts and stock photos to advertisers. “We recognise the need to capitalise on digital content marketing and the growing valuation of Delhi Capitals’ assets. That is why we brought on board OctaFX which will sponsor six digital IPs under the DCTV umbrella. It includes, DC All Access, DC on The Pitch, Capitals Unplugged, DC Specials, Salaam Dilli and FanCam. Apart from this, the brand will provide access to the team’s players for developing its key communication and elevating its customer engagement.” Vinod Bisht, Interim CEO, Delhi Capitals. He said this elaborating on the digital partnership.
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