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After the runaway success of the ICC Cricket World Cup 2011 culminating in India's victory, sponsors big and small are now desperate to get a piece of the action in the fourth edition of the Indian Premier League.
Big brands such as Hero Honda, MasterCard, Godrej, Adidas, and Kingfisher and smaller brands such as Linc Pens, Tilaknagar Industries, Florina and Letsbuy.com have all joined the burgeoning list of sponsors that will associate themselves with one or more of the 10 IPL teams.
Team owners are eyeing a robust increase in sponsorship revenues. A 20-25 per cent increase in sponsorship revenues is expected in the current season, according to Mr B. Vanchi, Director, GMR Sports, owner of Delhi Daredevils.
“Sponsorship deals have gone up by about 25 per cent. The number of sponsors for our team has gone up from 10 to 17 this year, with a marble brand like Florina being the title sponsor. This season there are unusual categories such as marble which have come on board,'' said Mr Raghu Iyer, Chief Marketing Officer, Rajasthan Royals.
Mumbai Indians (MI) and Chennai Super Kings (CSK) are in hot demand with the sponsors. The two teams have two of the biggest brands of Indian cricket, Sachin Tendulkar (MI) and Mahendra Singh Dhoni (CSK).
For Mumbai Indians, the new sponsors include Hero Honda, which until last year was sponsoring Delhi Daredevils. Hero Honda is paying an estimated Rs 75 crore for a three-year sponsorship deal. Japanese tyre major Bridgestone has also joined the list of MI's sponsors with a Rs 7-crore deal for three years.
New sponsors associating with CSK team include Gulf Oil and liquor maker Tilaknagar Industries Ltd.
“Sponsorship deals have gone up by 20 per cent during this IPL season. FMCG clients such as Godrej have got more serious about getting associated with the IPL this season. Having launched the virtual communication platform ‘Go Jiyo' last season, Godrej has now got into online gaming with Godrej Power Play for the IPL,'' said Mr Tarun Singh Chauhan, Managing Partner, JWT.
Godrej is sponsoring Kolkata Knight Riders and Mumbai Indians, calling them its ‘Preferred Partners'.
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