Thread by @AbhishekPonia

Why do brands spend HUNDREDS OF CRORES to associate with the IPL?

A Thread on IPL CENTRAL SPONSORSHIPS.

#threadsbyAP

Did you know that VIVO acquired the Title Sponsor rights of the IPL for a whopping 2,190 Crores for 5 years…. That’s 438 Crores per season!!!

Sponsorship in IPL happens in two ways:
(a) Central Sponsorship: Association at the League level
(b) Team Sponsorship: Association with a team / franchise

Central sponsorship is focused on the league as a whole, & not on a specific team!
The branding deliverables offered to the sponsors are applicable for ALL matches of the season.

In comparison, a Team sponsor’s deliverables are restricted to the matches of that team only.

Unsurprisingly, Cost of a League Sponsorship package is much higher than a team sponsorship.

Here is what a brand gets when it becomes an IPL Central Sponsor:

1. EXCLUSIVE TV-LED PROPERTY: Each central sponsor gets one branding asset allocated exclusively to them, for All the matches of the season.
Examples:
- CRED Power play
- CEAT Tyres Strategic Time-out

Each of these is activated at least Once per Innings (That’s twice per match).
This is great exposure for a brand, since the asset is shown during the match, not during the ad-break!

2. PITCH-MAT: You must have noticed brand logos painted on the ground!
The title sponsor, Vivo, is positioned behind the wicker-keeper / Bowler (2 logos).
The other sponsors get their logos, either side of the pitch half way through to the boundary (1 logo each).

In some cases, these are being virtually shown on screen. But in the current IPL season, the logos are painted on the ground.

3. LED BOARD BRANDING:
These are the boards placed just behind the boundary rope.
This is one of the few branding assets shared between the team sponsors & central sponsors.
Central sponsor logos remain the same for all matches while the team sponsor logos change every match.

4. IMAGE & VIDEO USAGE RIGHTS:
- Each central sponsor is given a pre-defined number of images & video footage for promotional usage. Every season.
- Sponsors also have rights to use images of Team captains, provided at-least 5 are used in each creative. (Can’t use other players)

5. POST-MATCH AWARD: Central sponsors are entitled to present a Branded Award, after each match. The award winner gives signed memorabilia & a video byte for the sponsor.

Branded Awards this IPL season:
- @Vivo_India Perfect Catch of the Match
- @CRED_club Power Player of the Match
- @upstox Most Valuable Asset of the Match
- Safari Super Striker of the Match
- @Dream11 Game changer of the match
- @unacademy Let’s crack it Sixes of the Match

6. COMMENTATOR MENTIONS: Commentators are an important part of the IPL experience. And commentators are mandated to mention sponsors’ names, awards, etc. during live broadcast at various times.

7. BOUNDARY ROPE: If you have noticed, the boundary rope is branded with sponsor logos. Central sponsors are featured here.

8. MATCH TICKETS / HOSPITALITY PASSES: Central sponsors are entitled to a certain number of tickets / passes for each Match of the season. The numbers are mutually agreed between the league & the brand.

9. VIRTUAL GUEST BOX: Sponsors can provide a clip of a customer / contest winner / representative who will be featured in the Virtual Guest Box… showcased live on-air.

10. SOCIAL MEDIA INTEGRATION: The league’s social media handles post content pieces with sponsor’s brand integration.
This way the brands get to capitalise on IPL’s social media following too.

11. SIGNED MERCHANDISE: Memorabilia/ merchandise signed by the players is provided to the sponsors after the season. The quantities are pre-agreed between the parties.

12. OTHER:
- The sponsors get the rights to use IPL logo & trademarks for their marketing
- Customised deliverables are also negotiated between the sponsors & IPL to better enhance the marketing efforts

An IPL season has around 60 matches (with 8 teams currently). League central sponsor gets visibility & exposure across all of these matches (including play-offs & finals).

An IPL central sponsorship does not come cheap. In my estimation, it starts at a minimum of around 30-35 Crore per season… going up to the Vivo levels :)

IPL is the biggest event in India… for a cricket-crazy country, there is no bigger spectacle. Because of its scale & exclusive nature, few brands are able to become IPL sponsors.

I have worked in sports marketing & all the info gathered here is from my experience & industry knowledge only.
Feel free to share your comments / questions below (or DM).

END.