01 April 2015
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.
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??????