The IPL brand valuation touched a whopping $5.3 billion in IPL 10 season. Brand valuation saw a 34% hike as compared to IPL 9. The brand IPL has become as big as the English Premier League in just 10 years. Meanwhile, modern-day EPL has been around for almost 26 years. The 11th season of IPL also saw a huge jump in the brand valuation and that is one of the reasons every big brand wants to be associated with the Indian Premier League.
Jio: Jio remained the most recalled brand in this year’s IPL. Jio used a smart combination of cricket and Bollywood. It roped in Deepika Padukone, in addition to custom promos with every team, which resonated across all regions. Vivo – the main sponsor of IPL during the first week of the tournament, lost out to Paytm and Jio, which were present on multiple platforms.
Paytm: Paytm, after the first three waves, was the second most recalled brand. Paytm as a first-time central sponsor, performed brilliantly aided by dominant exposure on umpire clothing, and during decision reviews. Paytm, which spent approximately 10-15% of its entire marketing budget only on IPL, has been associated with the BCCI as the title sponsor for Indian cricket since 2015. In addition to being present through on-ground association, PayTM also took around 9-10 spots per match on Star Sports network.
Hotstar: Star India, the official broadcaster of the Indian Premier League (IPL), said 202 million viewers had logged on to its video streaming platform, Hotstar, to watch the 11th edition of the T20 tournament — a 55.3% jump from last year. In the 10th edition, 130 million users had tuned in on Hotstar, which has been streaming IPL matches over the last five years. The rise in viewership translated into high advertising revenues for Hotstar with 70 advertisers signing for this IPL season. Star India, which for the first time had both TV and digital broadcast rights for IPL, sold bundled contracts to advertisers, allowing them to advertise both on its TV channels as well as on Hotstar.
Vivo: Vivo, a smartphone brand owned by China’s BBK Electronics, paid Rs2,199 crore (around $330 million) to sponsor India’s most-watched cricket event. This is over four-and-a-half times more compared to the previous sponsorship figure for the IPL. Vivo entered India in 2014 when the country’s smartphone market had started gathering steam, and some established brands were already selling over a million smartphones each quarter. At that time, the market was dominated by South Korea’s Samsung, with other fast-growing brands including global players like Motorola and Sony, and local ones such as Karbonn and Micromax. But Vivo gained instant popularity with features that appealed to Indians and then getting in touch with IPL was a masterstroke. In 2015, Vivo sponsored the IPL for the first time. This helped Vivo grow rapidly in a short period of time. By the first half of 2017, it was among the country’s top five smartphone brands, holding around 12% of the country’s smartphone market.
Coca-Cola: Coca-Cola got on board with the India Premier League for the 11th season. Coca-Cola’s advertising budget for the IPL 11 season was rumoured to be as big as Rs 100 crore which was about three times the usual expenditure for the tournament. Coca-Cola were the main sponsor for Hotstar. There were special segments called Thums Up Charged Shots and Sprite Refreshing Moments on Tamil channels. Maaza Refresh was a sponsor of feeds on DD Sports, which primarily catered to a certain segment of the Indian audience. Thums Up, on the other hand, took the overall sponsorship on C&S TV. This enabled the brand to be the third most visible brand reaching over 330 million viewers. Smaller brands in the company portfolio got the benefit of this mileage and garnered GRPs for its other brands like Limca, Smartwater and Rimzim. On ground tie-up with teams like Delhi Daredevils, Mumbai Indians, Kings XI Punjab and Hyderabad Sunrisers in key markets were supported by fan engagements across social platforms which fetched 198K brand conversations.