The 12th edition of Indian Premier League (IPL), the world’s richest cricket league, is touted to be it’s biggest in terms of following and overall revenue. According to various estimates, there has been a 25% rise in the overall spend as compared to the 2018 IPL.
Last year, according to a data provided by BCCI, IPL contributed at least $ 182 million (or roughly ₹ 11.5 billion) to the Indian economy. Today, the Brand of Indian Premier League is well worth over the $ 6.3 billion.
The numbers especially are baffling considering the league’s controversy-marred history. Then may it be the 2008 Slapgate, the sacking of Lalit Modi, the termination of Kochi Tuskers, the 2012 India TV sting operations, 2013 spot-fixing case and the recent Mankading incident, IPL has consistently been controversy’s favourite child.
Nonetheless, all these incidences have only helped skyrocket its popularity. The format has been so successful that it has been widely adopted into other sports including Kabaddi, Hockey, Badminton, and Volleyball to great effect.
Among other factors, IPL sponsors are one of the major factors that make the league financially successful. These may be considered as one of the major sources of income for the franchises apart from the gate tickets and broadcast income.
2019 IPL Sponsors
Join fellow cricket fans in the #VivoIPL Fan Parks in your city for LIVE screening of matches and lots of fun! Stand a chance to win a new Vivo smartphone or exclusive goodies.
Click to know the location – https://t.co/YPrrk3gI70 pic.twitter.com/g7cnWMOFBL
— Vivo India (@Vivo_India) March 20, 2019
Vivo has been the title IPL Sponsor for the period of five years, from 2018 to 2023. The Chinese smartphone manufacturer broke the bank and bid ₹ 2199 crores to gain the title rights. The astonishing sum was a direct 554% increase over the previous contract between the league and beverage manufacturer Pepsi.
The brand launched its premium smartphone, Vivo V15 strategically just before the commencement of the 2019 campaign.
IPL sponsors can be divided into three categories:
- Official Partners
- Co-presenting Sponsors
- Strategic Time-out Partners
- Associate Sponsors
Official Partners – Average Rate: Not Known
The 2019 edition of IPL will see Tata Motors (Tata Harrier), Hotstar VIP, Future Group (FBB), and Dream11 as its official partner. Tata Motors, with their flagship sedan Nexon, was also the league’s partner last year.
— Tata Motors (@TataMotors) March 24, 2019
The Future group had also extended their association with IPL by three years in 2018. “We are delighted to have Future Group back as the Official Partner of the IPL for the next three years. They have returned after just one year of association, which is a great testament to the value the IPL sponsorship platform delivers to its partners.” Shukla had said after the landmark deal.
However, the biggest amongst all these is the one including Dream11. The rising fantasy sports games startup has experienced tremendous growth in its business ever since it started hosting IPL matches for games on its platform. As a result, from a mere 300,000 users back in 2014, Dream11 has now a strong 51 million user base today. Only in the last edition, the startup managed to gain over 20 million users. Now, by becoming the league’s official parter, this number is only going to amplify further.
Co-Presenting Sponsors – Average Rate: ₹ 100 crores+
PhonePe, Coca Cola, Oppo, and Vivo are all IPL’s co-presenting partners. Being in this bracket means that the sponsors are eligible for featuring in both the television broadcasting as well as streaming platforms.
Apart from commercials, they also feature in the presentations, commentary box, boundary ropes, studio, and other places. For example, every match has a car model of Tata Harrier inside the venue, just in the proximity of the playing ground for promotional reasons.
Strategic Time-out Partners: Average Rate: Unknown
Leading Indian tyre manufacturer, CEAT is IPL’s official strategic timeout partner. As the name suggests, these are the brands that feature during the four 2.5 minutes break during the matches. They have been named wisely, considering they are tactically placed during the high moments of the match to ensure an elevated engagement rate.
Associate Sponsors – Average Rate: ₹ 50-60 crores
Major IPL Associate sponsors in 2019 include Asian Paints, Maruti Suzuki, Swiggy, Big Bazaar, Cadbury Dairy Milk, MRF, Polycab Wires, Vimal Pan Masala, Make My Trip, Voltas, MRF, Byju’s, Polycab Wires and Cable, Mobile Premier League (MPL), Samsung QLED. These feature in the advertorial commercials in between the overs and breaks.
Other IPL sponsors include the associate streaming sponsors like Maruti Suzuki, Flipkart, and Nestle company’s noodles brand Maggi. Paytm is the league’s official umpire sponsor from the year 2018 to 2023.
IPL Sponsors: Team
Player jerseys are a valuable marketing tool as well. No wonder the jerseys of any average Indian Premier League player are filled with colourful brand logos. Here is the complete list of IPL sponsors according to the various franchises.
Title Sponsor: The Muthoot Group
Others: India Cements, British Empire, Gulf, HIL, Jio, Frooti, Nippon Paint, Peter England, Nestle Milo, Right Lane club, Duroflex, Khadim’s, Zomato, Act Fibernet, Fever FM, Dream 11, Seven, Hello FM.
Title Sponsor: Aaj Tak.
Principal Sponsors: Bageshree Infratech Pvt. Ltd., Jio, Fena, Royal Stag, Finolex, VIP.
Partners: Kingfisher, Prayag, Beardo, T10 Sports, Welspun, Coca-Cola, Dream 11, Boat, The Souled Store, Cash Your Drive, Cricfig, BIG FM.
New season, new partnerships! ??
— Kings XI Punjab (@lionsdenkxip) March 24, 2019
Principal Sponsor – Nokia.
Official Sponsors – Jio, Lux Cozi, Exide, Royal Stag, Greenply, Khadim’s, Asian Paints, Senco Gold & Diamonds, Astral Pipes.
Partners – Fever 104 FM, The Telegraph, Dream 11, Goibibo, Sprite, Sampark.
Title Sponsor: Daikin
Others: Apollo, Lotus Herbals, JBL Harman, Jio, HPL, Jetking, DTDC, TCL, Senco Gold & Diamonds, Coca-Cola, Kingfisher, Kross Bikes, Dream 11, Fortis, Fever 104, Zomato, Radio Nasha.
Principal Sponsors: Samsung, Colors.
Associate Sponsors: DHFL, Jio.
Official Sponsors: Kingfisher,
Others: Usha, Sharp, Taiwan, William Lawson’s, Burger King, Dream 11, Boat, Raw, New Era, BookMyShow, Radio City FM, Education & Sports For All (ESA), Fever 104, Performax.
Principal Sponsors: Wrogn, Pillsbury.
Associate Sponsors: Valvoline, Domino’s, Nissin, Jio, Zomato, Duroflex, Single, Nerolac.
Official Partners: Goibibo, Max Life, Too Yumm, Duraguard, Pepsi, Kingfisher, Acko, Himalaya, Raw, DNA, Royal Challenge, iB Cricket, Fever FM, Zeven.
Principal Sponsor: JK Lakshmi Cement
Others: KEI, Jio, Nerolac, Astral Pipes, Surya LED, Chawla Band, INOX, Alcis, Rajasthan Patrika, JK Sixer Cement, Kingfisher, Clearscore, Daikin University, Dream 11, SBI, Cricfig, Zomato, Mitashi, Yellow Panther.
Principal Sponsor: Coolwinks
Other Sponsors: Rupa, Jio, Red FM 93.5, Nerolac, Astral Adhesives, Grado, Car2Drive, Sprite, Dream11, Kingfisher, Tyka, Apollo, Hylife, Mera Hoardings.