Brands line up behind IPL 2016
For most brands, the IPL offers a unique opportunity to reach millions of viewers at one go
 "Brands line up behind IPL 2016")
The annual T20 cricketing extravaganza in India – the Indian Premier League (IPL) – turns nine today. Over its journey, starting from 2008, the newbie has gone through many ups and downs – from controversy to financial irregularities and usage of drugs in post-match parties to betting and match fixing scandals. But its acceptance among millions of television audiences and cricket lovers has not faded.
Apart from increasing television viewership, the fact that after eight seasons, companies and brands still want to associate with IPL is testament of that.
Currently, not only are more than 80 different brands and/or companies directly associated with eight IPL franchises, but companies like Cargill Foods, Mother Dairy and Kent RO have also joined the pool this year. The estimated Rs 20,000 crore IPL brand is a platform that brands can leverage to reach millions of eyeballs without having to fight too much.
“Through visibility in IPL, in terms of branding on team jerseys, ground etc. brands can claim a space in consumers’ minds over the two month period”, a senior brand expert said.
Mahesh Gupta, chairman of KENT RO Systems., which got associated with Rising Pune Supergiants recently, feels that it will help Kent RO reach “every nook and corner of the country”. “With this partnership, KENT RO will leverage the exciting and appealing platform of IPL cricket with innovative initiatives to engage with fans and the consumers. In India, sports is picking up as a genre and connects well especially with our target audience who all are health conscious and want a healthy lifestyle” He said.
Incidentally, both Rising Pune Supergiants and Kent RO will be participating in the IPL for the first time this year.
Agri-food major Cargill Foods India, too, is a partner of the Pune-based franchise, again a first.
Another new company that joined the IPL first time in history is Noida-based Mother Dairy Foods and Vegetables. The food and dairy major has become the principal sponsor of the Delhi Daredevils franchise. To leverage the IPL season, Mother Dairy is planning activation drives involving farmers, consumers and fans which will be carried out between April and May this year. It is also coming up with consumer engagement programmes at select outlets in the capital.
“This association presents us with a fantastic platform to connect with our consumers and cricket fans. In India, sports is picking up as a genre and connects well especially with the younger age group who are gradually shifting towards nutritious and healthy lifestyle, hence creating a perfect opportunity for us to bond with today’s generation”, S Nagarajan, Managing Director, Mother Dairy said.
Experts say the most attractive feature of IPL, from brands' point of view, is its wide range. “Brands from diverse fields, from hotels to heath drinks, cooking oil to AIDS awareness campaigns, IPL is a preferred platform”, the branding expert cited above said.
Media companies such as 93.5 Red FM have been associated with IPL for some time now. According to Nisha Narayanan, chief operating officer of Red FM, the radio broadcaster gets ample opportunity to generate unique contents over the months. Contents which cricket lovers cannot get access to through television is usually played as exclusives in the FM stations. “Direct association with IPL helps us get access to the stars, backend stories and post-match events, which have huge demand in India”, she explained.
Major brands associated with the IPL
| IPL Team | Sponsors | Partners |
| Kolkata Knight Riders | Gionee, Sansui, Lux Cozi, SRMB TMT, Colors Bangla, KeoKarpin, Khadims, PepsiCO | The Telegraph, Arun Sign, RED FM, OLA, Adamas University, Lux Cozi, ICICI Bank |
| Delhi Daredevils | Daikin, Skill India, Officer’s Choice Blue, RBL Bank, KS Deos | Air India, Fever FM, Shiv-Nares, Kingfisher Premium, DMRC, Novotel, Plaza Premium, Shuttl, Mother Dairy, Manforce, Karbonn, Unicef |
| Rising Pune Supergiants(Backed by RP-SanjivGoenka Group. Co-owner: SouravGanguly backed Atletico De Kolkata) | Spykar, Gulf, Gemini cooking oil, Finolex, LYF smartphone, DBS, Marriott | Ola, The Fan Garage, Gourmet Renaissance, Kingfisher Premium, Deakin University, New India Assurance, Kent RO, Cargill Foods |
| Gujarat Lions (Intex, Key people: Keshav Bansal) | Oxigen wallet, TVS Tyres | |
| Royal Challengers Bangalore | United Spirits, Hero Cycles, Llyod AC, Kingfisher Premium, Britannia, 7UP, DNA, Fever FM, Acer, LYF smartphone, Pimple?, Ola, Zeven, Manipal Hospital, Tata Motors Zest | |
| Mumbai Indians | Videocon D2H, Etihad Airways, DHFL, Samsung, Deeraj, | PepsiCo, LYF smartphone, Kingfisher Premium, Usha, Guvera, Officer’s Choice Blue, Yatra, Videocon, Jet Airways, Performax, Smaash, Bookmyshow, DNA, Ola, Radio City, Fever FM |
| Kings XI Punjab | Tata Motors Prima | Idea, Valvoline, HTC, Royal Stag, KEI, Prayag, Britannia Good Day, Kingfisher Premium, Coca-Cola, Surya LED, Tyka, Punjab Keshri, CashurDrive, Big FM, Bookmyshow, AIDS Heathcare Foundation, TSD |
| Sunrisers Hyderabad | Idea 4G, DTDC, Thumbs UP, Ultratech, Tyka, RED FM, DCB Bank, Haldiram’s |
Source: Franchise websites