The latest season of Indian Premier League is expected to get more ‘moolah’ for the franchises as they sign lucrative multi-year deals with established brands.

Despite kicking off in less than 10 days of World Cup matches, the League is expected to generate more revenues for the official broadcaster, as it has hiked ad rates. It is also likely to get more money for the teams.

Vinit Karnik, National Director, GroupM ESP, who has been involved in inking several on-ground deals, said that on an average, teams have managed to increase sponsorship rates in the range of 10-12 per cent.

He said that most of the jersey deals signed this year by franchises are multi-year deals. He said there is a strong excitement around IPL as matches will be back on prime time after a long-time.

Peak season IPL consistently happens during the months of April and May, which is one of the busiest seasons for the advertisers. Though experts also say some teams have managed to increase rates more than others depending on their previous performances and the geographical region that they represent.

Indranil Das Blah, COO, CAA-Kwan said, “Teams that have performed well, have the star power and represent major markets for advertisers have been able to hike rates. However, others have either kept rates at the same level as previous years or have also reduced rates to grab sponsors.” On an average, top performing teams can make as much as ₹ 30-40 crore through sponsorship deals while others make only about ₹ 20-25 crore.

Big bucks Hemant Dua, CEO, Delhi Daredevils said, “Brands decide whether they want to go with a franchise or with the broadcaster. If you see a lot of e-commerce players are going on TV, while the traditional brick and mortar companies believe they can reach out to fans better through team sponsorships. We have been focused on forging meaningful and long-time partnerships this season.”

For instance: Delhi Daredevils has inked a multi-year deal with key sponsor Daikin India. Similarly, brands like Usha International have gone for a two year deal with Mumbai Indians.

Komal Mehra, Events Head, Usha International said, “It was a strategic decision to go for a long term deal as it brings in consistency in brand association for consumers. Also as a brand we are focusing on developing the western market.” She said spends have gone up substantially for the brand this season compared to the past season.

Meanwhile, Fraser Castellino COO Kings XI Punjab said that nearly 70 per cent of the deals signed by the franchise are multi-year deals. “We started talks with sponsors much in advance and several key sponsors have renewed their deals with us and have shown confidence in the team as well as IPL.”

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