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Tag: Sponsorship

  • Women’s T20 Challenge 2022: BCCI invites quotations for title sponsor rights

    Women’s T20 Challenge 2022: BCCI invites quotations for title sponsor rights

    Mumbai: The Board of Control for Cricket in India (BCCI) has announced the release of request for quotations (RFQ) for title sponsorship rights For Women’s T20 Challenge 2022. The BCCI invited quotes from reputed entities for acquiring the title sponsorship rights for the Women’s T20 Challenge 2022. The RFQ will be available for purchase till 4 May.

    Earlier last week, the BCCI president Sourav Ganguly had confirmed that the Women’s T20 Challenge will be held in Lucknow from 24-28 May. The confirmation comes a month after the BCCI revealed that it is mulling over a ‘full-fledged’ Women’s Indian Premier League (IPL) starting in 2023 which will involve Indian and overseas players.

    In March, the board announced that a franchise-based annual T20 tournament for women cricketers will be started from 2023. The tournament will contain six teams and will be referred as Women’s IPL instead of Women’s T20 Challenge

    This year, a three-team women’s T20 Challenge will be held in May during the IPL playoffs. While Pune was previously shortlisted as the venue, the board has now decided to host the tournament at the Ekana Stadium in Lucknow.

    According to the official release, the detailed terms and conditions governing the tender process including the process for submissions of quotes, rights and obligations, etc. are contained in the ‘Request for Quotation’ (RFQ) which will be made available on receipt of payment of a non-refundable fee of Rs one lakh plus any applicable goods and services tax. The procedure to procure the RFQ documents is enlisted in annexure A to this document.

    “Any interested party wishing to submit a quote is required to purchase the RFQ. However, only those satisfying the terms and conditions set out therein shall be permitted to submit a quote. It is clarified that merely purchasing the RFQ does not entitle any person to submit a quote,” stated the release.

    BCCI reserves the right to cancel or amend the RFQ process at any stage in any manner without providing any reason.

  • IPL 2022: Gigabyte inks sponsorship deal with Lucknow Super Giants

    IPL 2022: Gigabyte inks sponsorship deal with Lucknow Super Giants

    Mumbai: Lucknow Super Giants (LSG) has announced Gigabyte Technology as its associate sponsor for IPL 2022. According to a statement, this partnership is a strategic win for both, as a unique marketing approach will help them to reach out to and engage with a much larger spectrum of audience who love both sports and e-sports.

    The Taiwan-headquartered organisation has been making significant investments in the gaming industry in the past few years and this will be its foray into advertising in sports. “Gigabyte will sponsor the team’s headgear (helmet and cap), with logos on the side and back. While the Gigabyte logo will be visible on the side of the Lucknow Super Giants’ headgear, the company’s gaming brand  ‘Aorus’ will be present on the back,” said the statement.

    “We are delighted to be partnering with a global enterprise like Gigabyte,” Lucknow Super Giants CEO Raghu Iyer said. “We are sure this relationship will be mutually beneficial for both companies. We aim to make our partnership a powerful enabler and medium for their brands to communicate with their customers. Gigabyte believes in pushing the boundaries of performance with their products. We share these values and see synergies. We look forward to helping them achieve the best possible exposure.”

    “Lucknow Super Giants and Gigabyte are a perfect fit. Both are challenger brands with a focus on breaking limitations. The freshness of the new franchise, the potential and energy of the huge region it represents resonates with our endeavours in the country. We hope to build a strong long-lasting alliance,” Gigabyte Technology director Sunil Grewal said.

    “Lucknow Super Giants is a team that shares many of our core values. They bring an extraordinary level of ambition to the sport of cricket. This partnership is just perfect for us as it will help us connect with a younger and much wider audience across the globe,” added Gigabyte Technology marketing manager Sashank Bhandaru.

  • Joy Personal Care inks sponsorship deal with KKR

    Joy Personal Care inks sponsorship deal with KKR

    Mumbai: Joy Personal Care, a homegrown skincare brand from the aegis of RSH Global has announced its partnership with Kolkata Knight Riders (KKR) as associate sponsors for the upcoming T20 cricket series. As a part of this association, the brand’s logo will feature on the team’s official jersey.

    Joy Personal Care and KKR will also work together to create a unique TVC and digital content across social media platforms which will convey the brand’s messaging. Additionally, the brand will enjoy significant on-ground visibility for all games played at home ground, said the company in a statement. “The team will endorse the brand and will be involved in a series of initiatives to engage with the large fan base of KKR,” it added.

    “Similar to KKR, Joy Personal Care has its roots in Kolkata, a brand that started its journey in the City of Joy and has found success nationally,” KKR CMO Binda Dey said. “It brings us immense pride to have them on board as the associate sponsor, together we look forward to having a great season and connecting with fans in Kolkata and across the country.”

    “Just as for KKR, Kolkata is home ground for us as well, and what better way to strengthen our market position and brand recall than an association with a religion like cricket. The team has been a household name right from the start and with this partnership, we aim to reach audiences beyond physical and geographical boundaries,” stated RSH Global chairman Sunil Agarwal.

    RSH Global chief marketing officer Poulomi Roy added, “As a skincare brand, our association with this celebrated and loved team, will formulate a unique way to turn the tables and call forth a change in breaking the gender stereotypes. We truly believe that this partnership will create new opportunities for the brand to socialise. This is our first innings with the most followed T20 series and we look forward to a long and mutually rewarding association.”

  • IPL 2022: Acko signs sponsorship deals with KKR and Gujarat Titans

    IPL 2022: Acko signs sponsorship deals with KKR and Gujarat Titans

    Mumbai: With only weeks to go for the first match of the IPL 2022 season, insurance firm Acko Insurance has inked sponsorship deals with two more IPL franchisees – Kolkata Knight Riders and Gujarat Titans, to take on the role of their official insurance partner. This latest association comes on the back of the brand signing on as insurance partner for the Delhi Capitals, Mumbai Indians, and Sunrisers Hyderabad in a multi-team sponsorship model.

    As the country gears up for the widely anticipated fifteenth edition of the cricket tournament, the insurance brand has further expanded its partnership portfolio by adding to its existing team collaborations, bringing its tally of IPL team associations to five.

    The recent years have seen an increase in the number of brands opting for multi-team brand sponsoring partnerships. The IPL 2020-21 season saw Mumbai Indians, Chennai Super Kings, Kings XI Punjab, Kolkata Knight Riders, Delhi Capitals, and Royal Challengers Bangalore- all having boAt as their audio partners, while Colgate was the Smile partner of six IPL teams during IPL 2021.

    The first match of the IPL 2022 season is set to be played on 26 March between defending champions Chennai Super Kings and last year’s finalists, Kolkata Knight Riders at Mumbai’s Wankhede Stadium. The final will take place on 29 May. The Maharashtra Cricket Association (MCA) Stadium in Pune will host the last 15 matches.

  • IPL 2021: Short video app Roposo & Glance partner with CSK

    IPL 2021: Short video app Roposo & Glance partner with CSK

    MUMBAI: InMobi-owned short video app Roposo and lock screen content platform Glance have partnered with Indian Premier League team Chennai Super Kings (CSK) as its official lock screen partner and official short video app partner, respectively. The team will be live-streaming special shows on Glance, and post original short videos on Roposo, throughout the ongoing IPL 2021 tournament that kickstarted on 9 April.

    As part of the deal, cricket enthusiasts can also share uploaded short videos by their favourite players from CSK, on Glance and Roposo apps.

    “With the CSK team all set to livestream their exclusive and original content, we are primed to offer the users of Glance and Roposo an unmatched experience throughout this year’s tournament," said Glance vice president – marketing Bikash Chowdhury.

    “CSK has been among the tournament’s top contenders, year after year, just as Glance and Roposo have been going from strength to strength with each passing year. We are proud to bring 120 million Indians closer to a dream team like CSK, both on Glance’s lock screen and through their short videos on Roposo." Chowdhury added.

    The MS Dhoni-led team has already set up its official profile on Roposo. The company said that fans will get a chance to engage with players and take part in challenges to show their support for CSK.

    “Being a team built on loving fans, we always look for new ways to reach out to our supporters. This partnership with Glance and Roposo provides an exciting opportunity to engage with our fans on different digital platforms," said Chennai Super Kings chief executive K S Viswanathan.

  • BKT Tires partners with Mumbai Indians for IPL 2020

    BKT Tires partners with Mumbai Indians for IPL 2020

    NEW DELHI: Balkrishna Industries will be sponsoring the reigning team, Mumbai Indians in the T 20 League 2020. The partnership is symbolic of BKT Tires’ support and love for the game of cricket.

    In particular, BKT has been supporting Indian sports, since it never forgets its origins. The company had for instance a partnership with Patna Pirates, Puneri Paltan, Tamil Thalaivas, U Mumba, Gujarat Fortune Giants, U.P Yoddha, Dabang Delhi, and Haryana Steelers Kabaddi in the 2019 season – eight out of twelve teams of the Pro Kabaddi League. BKT is also collaborating with Tamil Nadu Premier League.

    Read more stories on BKT Tires

    “BKT is unstoppable when it is about sport and we are truly overjoyed to be partnering with the only four-time IPL Champion, Mumbai Indians. Cricket is a very popular sport in India and we are proud to be associated with a team that has been so closely connected with the legendary sports icon Sachin Tendulkar. We believe in sharing values such as resolution, fair play, persistence, and self-confidence as well as the awareness of one’s limits. We are a keen supporter of several national sports all around the globe, but it fills me with immense pleasure that we are now supporting such a significant sporting event in India,” BKT joint MD  Rajiv Poddar.

    The spokesperson of the team Mumbai Indians stated, “We are pleased to be associated with Balkrishna Industries Ltd. as part of this season’s campaign. At Mumbai Indians, we are committed towards achieving excellence to create an ecosystem of the sport, also inspiring our global audience. Similarly, BKT Tires have been consistently involved in promoting sports across boundaries. This association signifies a partnership between two entities with the same vision.”  

    Read more stories on IPL 2020

    The multinational group from India supports and follows many sporting events actively all over the world. BKT has been the Official and Exclusive Tire Manufacturer for Monster Jam, the thrilling American motor show, since 2014. BKT has also been title sponsor of several European football competitions, including the Serie BKT, the B football league in Italy, the Ligue 2 BKT in France, and last but not least, the company has become Official Global Partner of LaLiga, the top tier Spanish football division. All sport events are selected based on a precise strategy aiming at greater user proximity and increased brand awareness, assisted by IMG Reliance, the exclusive sports consulting agency for BKT in India.

  • Tata Altroz joins as official partner of IPL 2020

    Tata Altroz joins as official partner of IPL 2020

    NEW DELHI: Tata Motors Altroz, its premium hatchback, is the Official Partner for Dream11 Indian Premier League (IPL) 2020. The IPL begins on 19 September and will be played across 3 venues, located in Dubai, Abu Dhabi & Sharjah, in the United Arab Emirates, for a total of 50 days. Continuing its association for the third consecutive year with the Board of Control for Cricket in India (BCCI), the Altroz follows in the path of its stablemates, the Nexon and the Harrier, both of which have been the tournament’s official partners, during the 2018 and the 2019 seasons, respectively. 

    Commenting on this association, Tata Motors head, marketing passenger vehicle business unit Vivek Srivatsa said “The festive season has kicked in well for us and IPL is nothing short of a festival for the cricket fans across the country. We are elated to be back for the third consecutive year with IPL and this time with a car that has set Gold Standards in every sphere – The Tata Altroz. Much like the Altroz, which is India’s safest hatchback, this year’s IPL will be played in a safe and sanitized environment keeping the safety of all players at utmost importance in this current scenario. At Tata Motors, we have always innovatively engaged with the consumers at large, the current need for which is more pronounced than ever before. We have elaborate plans to capture the viewer’s attention who will be virtually supporting their favourite teams, on-air and across digital platforms. We are positive to drive tremendous value from this association and hope to share the joy of watching live cricket with the fans yet again.”

    Speaking on this continued partnership, IPL  chairman Brijesh Patel  said, “It is great to have Tata Motors continue their partnership for Dream11 IPL 2020 with their hatchback – Tata Altroz. Tata Motors have been the official partners since 2018 and our relationship with them continues to grow. Over the last two years, we have seen Tata Motors do some great activations for fans. In this challenging and unprecedented year, I am looking forward to Tata Altroz embracing technology to engage IPL fans further. We look forward to delivering great value to Tata Motors in 2020 and growing our partnership further.”

    As the Official Partner, Tata Motors will showcase the Altroz in the stadium at all three venues in the UAE, throughout the tournament. The IPL matches will play host to the exciting Altroz Super Striker Awards – the player with the best strike rate of the match will win the much sought-after Altroz Super Striker Trophy along with a prize of INR 100,000. Moreover, the batsman with the highest strike-rate of the tournament drives home the Altroz. Furthermore, apart from displaying the car at the stadiums, Tata Motors will also be indulging creatively with its customers to spread the cheer of the game through its dealerships and social media platforms. Tata dealerships across India will be the place where customers can soak into the ambience of IPL. This year fans too will get the chance to become Altroz Super Strikers through the Altroz Super Striker mobile game. It is free to participate in mobile games, where one can show their batting skills and can even challenge their friends and family while playing the same. Daily winners of the Altroz Super Striker mobile game win vouchers worth INR 5000 and the season winner takes home the Altroz Super Striker trophy along with vouchers worth Rs 100,000. Ensuring a super fun-filled IPL season while encouraging absolute safety, Tata Motors will make the Altroz Super Striker mobile game available to all from 19 September onwards.

  • VI joins as co-presenting sponsor for Dream11 IPL

    VI joins as co-presenting sponsor for Dream11 IPL

    NEW DELHI: The newest brand in the Indian arena, ‘Vi’ from Vodafone Idea Limited, has become the co-presenting sponsor of the upcoming Dream11 IPL 2020, scheduled to commence from 19 September. Vi has acquired the co-sponsorship rights of the live broadcast of T-20 premier league which will be held in Abu Dhabi, UAE and telecast on the Star Sports network. 

    The sponsorship announcement comes close on the heels of the leading telecom operator, Vodafone Idea Limited’s rebranding under a unified brand – Vi. The young, dynamic and vibrant brand will leverage its association with the most popular sporting event IPL, in its 2020 edition, to enhance awareness, build relevance and engage with the audience.

    Brand Vodafone has had a long-standing association with IPL since the beginning of the sporting event in 2008. The partnership helped it build high brand recall and affinity with television viewers and cricket lovers in India with its unique campaigns involving the lovable ZooZoos. Brand Idea has also actively participated in the previous editions of the tournament as sponsor of many teams and created memorable brand activation campaigns. The unified brand in its new avatar Vi will bring unique digital based experiences for Indian audiences this season.

    Vi is built to be strong, ever-dependable, agile, intuitive, and a brand in tune with the needs of the customers, in these ever-changing times. It is designed to help customers move ahead in life, for a better today and a brighter tomorrow. Vi is future ready and is committed to dynamically serve and enable a digital society to progress in life.

    Referring to Vi’s association with Dream11 IPL 2020 as the co-presenting sponsor, Vodafone Idea Limited chief digital transformation & brand officer  Kavita Nair said “Cricket is a religion in India, and Dream11 IPL as the property offers broader engagement with the audience than just as a sport, over a two months’ window. As a company, we have had a very long association with IPL. I am delighted that now, with the launch of Vi, we are carrying this legacy forward. Our association with Dream11 IPL 2020 will provide Vi, instantly connect with millions of viewers, and I am confident that this will not only help build awareness of Vi but also help in building relevance and customer confidence. I am sure Indians will be delighted to see us back on Dream11 IPL, albeit in a new avatar. Vi is vibrant, exciting, and throbs with the spirit of rising India. Soon after the launch of Vi, the excitement will continue for Indian consumers during their favorite T-20 league.”

    “Vodafone & Idea have both associated with Cricket on Star Sports in the past. We are delighted to have them onboard yet again in their new brand identity as Vi, and as the co-presenting sponsor for the broadcast of Dream11 IPL on Star Sports. We believe that the massive reach of the Star Sports network will help them take Vi’s new brand identity and proposition to millions of viewers across India,” said Star Sports CEO Gautam Thakar 

    Sport, like no other genre, has the ability to evoke passion and emotions amongst fans and followers. In a country where cricket has been akin to religion and is followed with passion and fervour, the Dream11 IPL has become one of the biggest sporting platforms designed to appeal to a wide section of consumers, pan-India.

  • Usha Intl’s seven year hitch with IPL’s Mumbai Indians

    Usha Intl’s seven year hitch with IPL’s Mumbai Indians

    NEW DELHI: The pandemic and downturn in economic fortunes of companies can serve as a good excuse for them to lock away their coffers and pull the plug on advertising spending. Many an advertiser has resorted to that, in recent months. But consumer electronics goods firm Usha International does not belong to that tribe. Instead, it has decided to get into bed with the Mumbai Indians as an official partner once again for the seventh year in succession.

    The Usha logo will be seen on the leading side caps and helmets of Mumbai Indians players and on the mat during the toss as part of the agreement. The stadiums will also have massive LED screens running across the perimeter, which will showcase brand Usha during a couple of overs of the game. 

    The company’s marketing team is also going the whole hog on digital.  A series of activations straddling various digital platforms have been planned, including online contests on days when the Mumbai Indians team is out on the green, battling a rival. Through these contests, fans will get a chance to interact (read: meet and greet) with some of their favorite Mumbai Indian cricketers virtually. The brand will also launch a unique digital campaign, featuring select players.

    Usha International head- sports initiatives &associations Komal Mehra believes that associating with IPL defines the strength of a brand during these tough times. “The current crisis gives us an opportunity to strengthen Usha’s brand salience,” she says. “The association is not just limited to creating awareness about our product portfolio but expounding Brand Usha and its ethos ‘Play.’“

    Read our coverage on IPL

    Almost every product category that Usha is present in will be highlighted as part of the association – right from fabric care to climate control to heating solutions to sewing machines to water coolers to fans to cooking appliances.

    “It is a great opportunity to strengthen our consumer and partner connect across categories through  on-air and digital platforms,” reveals Mehra. “Contests, virtual meet and greet with select players, online polls are among some of the ways in which we intend to maximize reach across geographies.”

    Mehra hopes that Mumbai Indians will go through at least 14 matches like the team  has done over the years. “It is the days when the Mumbai Indians are on ground that will see the majority of the activities –  like contests and polls. We are in the midst of fleshing out all the details with the MI team,” she adds. .

    Even as the effort will be to create fresh content for all digital platforms to engage fans and consumers through the IPL, last year’s TVC will be given air play across all channels. It featured skipper Rohit Sharma, Jasprit Bumrah and Kieron Pollard having a great time with children at a 'learn and create' workshop with Usha  sewing machines.

    Mehra is quite confident that combined with the IPL, the coming festival period is going to rev up demand for its products in the home and kitchen appliances and lighting categories.

    She explains: “Since work-from-home has now become the ‘new normal’ for people, it has made ‘multitaskers’ of each of us, leading to a need for products that make tasks easy while saving time as we work for home and from home. Exclusive consumer offers and finance schemes around the festive season will see a pent-up demand growing further. The festive period typically contributes almost 30-40 per cent to the annual sales for this business. Already, indicators are showing a very promising time ahead. We are confident of healthy sales in the coming quarter.”

    Media observers approve. “Usha has almost become synonymous with the Mumbai Indians which has proved to be one of the top two teams in the IPL over the years,” says a senior media planner. “The company has also been further amplifying its association by running its TVCs featuring Mumbai Indians cricketers on various channels. Then this year’s initiative of focusing on  digital initiatives and even a digital video campaign should get it an even  greater return on its investment.” 

  • Sports viewership grows by over 90% in the last 4 years: BARC report

    Sports viewership grows by over 90% in the last 4 years: BARC report

    MUMBAI: The sports viewership on television, with around 90 per cent of growth, has gained most in the last four years among other genres, says Broadcast Audience Research Council (BARC) India in the yearly report of 2019. It was mostly dominated by cricketing events such as IPL and the world cup.

    According to the report, the 2109 International Cricket Council's Cricket World Cup match between India and Pakistan was the most-watched game between 2016-2019 garnering over 29 billion viewing minutes. The Indo-Pak match was one of the five events in 2019 that had garnered maximum eyeballs on the television screens.

    “Within sports, cricket retains its numero uno position; live cricket pockets 58 percent of viewing minutes of sports broadcasts. Beyond cricket, the most-watched sports on TV are kabaddi, wrestling and football, and combined they corner 85 per cent on viewing minutes,” the BARC 2019 report reads.

    Similarly, 2019 was an important year with respect to sports, especially cricket. The first-ever Pink Ball Test Match played in India was also a big draw; day one of the test match was viewed by 43 million people and clocked 2 billion viewing minutes.

    The report also mentions that more than 70 per cent of rural India watches the kabaddi tournament, whereas at least 52 per cent of urban India gets entertained by the wrestling matches. Similarly, football gets more than half of its viewership from Kerala, Assam, Sikkim, and West Bengal.

    India’s biggest domestic cricketing event, Indian Premier League, has only got bigger in 2019 since its inception in 2008. “In 2019, 424 million viewers, which is 51 per cent of total TV viewing population, watched live matches of IPL 12. It also showed that an additional 9 per cent watched tournament in restaurants, pubs and other such OOH locations.”

    The top ten advertisers for IPL 12 were Vivo V15/V15 Pro, Mobile Premier League, Swiggy, Bjyus, Fogg, Vimal Elaichi Pan Masala, and Sprite, among others. However, this year, the IPL’s thirteenth edition seems to be in doldrums amid the rising concern of the novel coronavirus.

    The 2019 marquee event ICC cricket world cup had pulled at least 509 million viewers at home and out-of-home, as 10 nations battled for supremacy. And, at least 2 million seconds of advertising featuring 192 brands played out over the tournament’s broadcast.

    The tournament was in England and Wales, and was supported by top advertisers such as BJYUS, Disney, Puro Heathy Salt, Fogg, Phonepee, Kamla Pasand Pan Masala, Nissan Kicks, and Vimal Elaichi Pan Masala, among others. This sports event was only viewed the most till the time India was in the tournament. As India was out of the race in the semis, the viewership declined.

    Despite viewership growth in the last four years, the sports genre has been ranked in the last position with a mere 1 per cent of total advertising volumes. genres such as news, GEC, and movies continue to account for over three-fourth of total ad volumes in 2019.

    Similarly, ESP Properties, entertainment and sports division of GroupM India, in its report, had said that the overall sports sponsorship industry grew by 17 per cent to Rs 9000 crore, and for the first time ever, the on-ground sponsorship grew by 25 per cent to Rs 2000 crore.