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Media agency VivaKi Exchange has won the media mandate for the upcoming Indian Badminton League (IBL).
The $1-million IBL, one of the richest badminton tournaments in the world, is a joint venture of Badminton Association of India (BAI) and Sporty Solutionz (P) Ltd.
VivaKi will work on not just traditional media but also social and digital media of IBL.
The account is estimated to be worth around Rs 25 crore in the inaugural year.
Akhilesh Das Gupta, president, BAI said, “The Indian Badminton League aims to bring long-term benefits for the players and will usher in a new era in the sport. We welcome VivaKi on board and hope this association will take badminton to new heights.”
Sports category has seen a massive upward swing off late, largely due to plethora of sports channels and Indian accolades internationally.
“Badminton is undoubtedly the fastest-growing sport in the world and enjoys a massive following in India after Saina Nehwal’s exploits in the 2012 London Olympics. I am sure IBL will be seen as a viable destination for large spending advertisers, who want to maximise their spend on media through sports this year,” Mona Jain, CEO, VivaKi Exchange said.
The inaugural edition of the IBL will be held from August 14-31.
Top players including Saina Nehwal, Jwala Gutta, Parupalli Kashyap, Ashwini Ponnappa, and PV Sindhu have confirmed their participation in the League.
