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<ul><li>Earlier today, a few media houses filed a story stating that CSK has signed a 3-year sponsorship deal with <keyword id="272787" type="General" weightage="80" keywordseo="tvs-srichakra" source="Orion">TVS Srichakra</keyword>.</li><li>However, <keyword id="3134913" type="General" weightage="80" keywordseo="tvs-eurogrip" source="Orion">TVS Eurogrip</keyword> has released a statement denying speculation of signing the sponsorship deal.</li></ul>TVS Eurogrip has denied speculation of signing a 3-year sponsorship deal with <keyword id="13886" type="General" weightage="20" keywordseo="chennai-super-kings" source="Orion">Chennai Super Kings</keyword> (CSK). Media reports stated that TVS Srichakra has signed a 3-year deal valued at approximately Rs 23 crore a year. However, TVS rejected the reports suggesting that it plans to become CSK's principal sponsor in 2022, dismissing the widespread speculation around the details of its deal as 'untrue.' “Please note, there is recent speculation in the media about a CSK-TVS SRICHAKRA association in IPL 2022, we would like to inform that this is not true. We will keep media informed if there is any announcement in the future. Please avoid any kind of speculation at this point of time which will mislead the customers, shareholders, and stakeholders,” TVS Eurogrip said in a statement. CSK is the second-most valued IPL team franchise, according to Duff &amp; Phelps - a Kroll business. Its value in 2020 stood at Rs 611 crore.

TVS Eurogrip denies speculation over signing a Rs 23 crore sponsorship deal with Chennai Super Kings

<ul><li>Smartphone maker Samsung is the title sponsor for the 2019 IPL finalist Mumbai Indians.</li><li>The franchise from India's financial capital has reached the final for the fifth time in 12 years.</li><li>The South Korean company renewed its contract with the team owned by Mukesh Ambani's RIL in February this year.</li></ul> Mumbai Indians and Chennai Super Kings will fight each other for the fourth time in 12 years for the coveted Indian Premier League (IPL) trophy and the winner's prize money of ₹20 crore ($3 million). No matter what the result of this fixture, smartphone maker Samsung is laughing away to the bank. The longer a team lasts in a tournament, more the visibility for the sponsors. Therefore, those associated with the top two teams get to extract maximum value. The Mumbai Indians' jersey sports the Samsung logo in the front and that of a television network Colors on the back. And there is <a href="https://www.business-standard.com/article/sports/ipl-2019-buzziest-on-social-media-tv-viewership-past-345-mn-in-14-days-119042400074_1.html" data-type="tilCustomLink" target="_blank">huge viewership at stake in the IPL</a>. In the first two weeks of this year's edition, 345 million people watched the matches on television and 267 million people watched matches on digital platforms in the first three weeks. In the battle for eyeballs, Samsung has already won a jackpot. The South Korean giant started backing Mumbai Indians in 2016 and since then, the team has won the tournament once and has a second shot at it today (May 12). In the twelve years of IPL's ever-increasing glitz, Mumbai Indians have ended up in the finals five times. Aside from winning the league final in 2013, 2015, and 2017, the team also won the 2011 and 2013 editions of the Champions League Twenty20. In 2018, a New York-based consulting firm, Duff and Phelps, report pegged the franchise as the <a href="https://www.duffandphelps.com/-/media/assets/pdfs/publications/valuation/ipl-brand-valuation-report-2018.ashx" data-type="tilCustomLink" target="_blank">most valued one, at $113 million</a>, in the $6.3 billion IPL ecosystem. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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 The company renewed its ‘lead sponsorship’ contract with the team, which is owned by Mukesh Ambani's Reliance Industries, for a period of three years in February 2019. This will involve a payment of ₹25 crore every year, a 10% increase from the 2016 contract, <a href="https://brandequity.economictimes.indiatimes.com/news/media/be-exclusive-samsung-clinches-sponsor-deal-for-mumbai-indians/68114969" data-type="tilCustomLink" target="_blank">according to The Economic Times</a>. "Samsung and Mumbai Indians have a lot of similarities as a brand. Both brands are consistent and are very visible," <a href="https://news.samsung.com/in/samsung-signs-up-as-the-principal-sponsor-for-mumbai-indians" data-type="tilCustomLink" target="_blank">said</a> Mr. Ranjivjit Singh, Chief Marketing Officer, Samsung India. Facing Mumbai Indians is another much-cherished franchise, Chennai Super Kings (CSK), led by Mahendra Singh Dhoni, one of the country's biggest sports icons of all time. The team has been in the finals eight out of the 10 times that it has played the tournament and won it thrice. CSK was banned from the IPL for 2016 and 2017 after a illegal betting and match fixing probe. However, head to head with Mumbai Indians, Chennai Super Kings has lost twice in the IPL finals. That gives Samsung an edge over The Muthoot Group, which is the title sponsor for CSK. Despite the controversies that have dogged CSK, the brand was in the top three after Mumbai Indians and Kolkata Knight Riders after the 2018 edition. 
 
 
 
 
 
 
 
 
 
 
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 SEE ALSO: <a href="https://www.businessinsider.in/mi-vs-csk-ipl-final-2019-ms-dhoni-vs-rohit-sharma/articleshow/69288673.cms" data-type="tilCustomLink" target="_blank">MS Dhoni may be having one of his best IPL seasons but he has problem right on top</a>

Samsung bet on this team in the $6.3 billion Indian Premier League-- and it has paid off again

Amid suspension of two IPL teams - Chennai Super Kings (CSK) and <keyword id="13802" type="CITY" weightage="80" keywordseo="Rajasthan-Royals">Rajasthan Royals</keyword> (RR) – for two years, the corporate India and <keyword id="54572" type="CITY" weightage="80" keywordseo="PepsiCo">PepsiCo</keyword> might not be interested in any Indian Premier League (IPL) related events or projects. PepsiCo might not bid again for title sponsorship of the IPL after its five-year contract ends in 2017, three industry insiders told the Economic Times, a day after a <keyword id="6354977" type="ORGANIZATION" weightage="60" keywordseo="Supreme-Court">Supreme Court</keyword> panel called for the suspension. 

	Moreover, top companies will remain cautious if the scandal-ridden ILP decides to auction two new teams to replace suspended teams - CSK and RR. 
 This could mean the <keyword id="81008" type="ORGANIZATION" weightage="40" keywordseo="Board-of-Control-for-Cricket-in-India">Board of Control for Cricket in India</keyword> (<keyword id="6354756" type="CITY" weightage="80" keywordseo="BCCI">BCCI</keyword>) may not get high valuations as it did when the Pune and Kochi teams were sold, a fresh auction may offer some a chance to buy teams and players at lower prices. 

	A Pepsi executive told ET: “There has been too much controversy in the IPL and the internal thought process is that the company doesn't want to re-bid for the title sponsorship." 
 

	He added: "Title sponsorship is a direct association with the brand image, which directly risks getting impacted by controversy." 
 

	PepsiCo won the right to attach its name to the tournament with a 396 crore bid for a five-year period that started 2013, the very year in which the spot fixing scandal broke with the arrest of three cricketers. 
 Pepsi's bid was almost twice what the previous sponsor, real estate firm <keyword id="6362997" type="CITY" weightage="80" keywordseo="DLF">DLF</keyword>, had paid the BCCI for the 2008-12 term. 

	Meanwhile, the Indian cricket board is learnt to be considering running the two franchises by itself. It is also considering the option of asking Kochi team to make a comeback, which will help it save Rs 550 crore. 
 

	Earlier, a court-appointed arbitrator has asked the BCCI to pay team Kochi a compensation of Rs 550 crore for terminating the franchise agreement in September 2011.
 "The risk around IPL will be discounted in the bids and eventual prices could be lower than 2008 levels," said <keyword id="7025" type="PERSON" weightage="60" keywordseo="Venugopal-Dhoot">Venugopal Dhoot</keyword>, chairman of Videocon. Dhoot sees this as a great opportunity to buy a team, given the possibility of much lower prices and the fact that top players from the suspended teams such as MS Dhoni, <keyword id="14587" type="PERSON" weightage="80" keywordseo="Suresh-Raina">Suresh Raina</keyword>, R Ashwin, <keyword id="58128" type="PERSON" weightage="80" keywordseo="Dwayne-Bravo">Dwayne Bravo</keyword>, <keyword id="55681" type="PERSON" weightage="80" keywordseo="Brendon-McCullum">Brendon McCullum</keyword>, Ajinkya Rahane and <keyword id="84726" type="PERSON" weightage="100" keywordseo="Steve-Smith">Steve Smith</keyword> could be up for grabs. Dhoot said he will be more cautious now while assessing and bidding. The latest IPL franchise, Hyderabad, was bought by the Sun Group for Rs 85 crore a year in 2012, which was half the Rs 170 crore a year that the <keyword id="31906" type="COMPANY" weightage="80" keywordseo="Sahara-group">Sahara Group</keyword> bid to get the Pune franchise in 2010. The cheapest IPL team, Rajasthan Royals, was originally auctioned in 2008 for about Rs 26.8 crore a year and the most expensive at that time was <keyword id="13880" type="COMPANY" weightage="80" keywordseo="Mumbai-Indians">Mumbai Indians</keyword> for Rs 44.1 crore a year. 

	ET spoke to the CEO of a bank, the owner of a large retail chain, and spokespersons for an auto major, a mining firm and a telecom major to assess the prospects of a possible fresh team auction. All said they would not be bidding even though most of them had shown interest in IPL over the past few years.
 

	While some said that it is not their business, others pointed out that even with a possible discount, it is still a very expensive proposition.
 

	"There are too many other sports that have come up in recent times where investments are much lower," said the CEO of a bank.
 An executive at the auto major said the company has disassociated itself from sponsorship during IPL and is only an on-air advertiser during the tournament. A spokesperson for <keyword id="6357252" type="COMPANY" weightage="80" keywordseo="Hero-MotoCorp">Hero MotoCorp</keyword> said the company does not have any plans to buy an IPL team. 
	 
	(Image: Reuters)

Pepsi not interested in becoming prime IPL sponsor anymore

Mobile company <keyword id="215177" type="COMPANY" weightage="80" keywordseo="Vivo">Vivo</keyword> today replaced <keyword id="54572" type="CITY" weightage="80" keywordseo="PepsiCo">PepsiCo</keyword> as the title sponsor of the high-profile Indian Premier League, a change necessitated by the beverage giant's sudden pullout from a five-year deal that was to end in 2017. 
 "The <keyword id="6354312" type="CITY" weightage="80" keywordseo="IPL">IPL</keyword> title sponsorship right has been assigned to M/S Vivo mobiles. Vivo is to give the Bank Guarantee in next ten days," the <keyword id="6354756" type="CITY" weightage="80" keywordseo="BCCI">BCCI</keyword> said in a statement announcing decisions taken at its all-powerful working committee meeting. 
 
PepsiCo's decision to end its deal with IPL was reportedly caused by the spot-fixing scandal which shook the game in 2013. 
 
Although the company did not come on record to specify the reasons but it was reported that PepsiCo felt the spot- fixing scandal had brought the IPL in disrepute. 
 
In the 2013 season of the IPL, Ankeet Chavan, Ajit Chandila and S Sreesanth were arrested over charges of spot- fixing. This was followed by allegations that Chennai Super Kings team principle Gurunath Meiyappan, and Raj Kundra, co- owner of Rajasthan Royals, were involved in betting. 
 
The BCCI banned the three cricketers for life and the Supreme Court appointed the Justice Mudgal committee to investigate the scandal. 
 
The Supreme Court appointed the Justice RM Lodha panel and the quantum of punishment was decided, with CSK and Rajasthan Royals banned from the tournament for two years. Meiyappan and Kundra, on the other hand, were banned for life. 
 Among other decisions taken at today's meeting, <keyword id="69300" type="CITY" weightage="80" keywordseo="nike">Nike</keyword> was retained as the apparel sponsor of the Indian cricket team. 
 
Image credit: Indiatimes

Vivo replaces PepsiCo as title sponsor of the Indian Premier League

Some of the big companies in India are keen on buying a team in the Indian Premier League (<keyword id="6354312" type="CITY" weightage="80" keywordseo="IPL">IPL</keyword>) after the <keyword id="6354977" type="ORGANIZATION" weightage="80" keywordseo="Supreme-Court">Supreme Court</keyword> banned Chennai Super Kings (CSK) and <keyword id="13802" type="CITY" weightage="80" keywordseo="Rajasthan-Royals">Rajasthan Royals</keyword> (RR) on Tuesday from participating in the game. 

	This move provides room for the induction of two more teams in the next edition of IPL, reported ToI.
 

	The IPL is the richest of the world's Twenty20 cricket leagues.
 The expected list of names are: Gautam Adani, <keyword id="2742230" type="UNKNOWN" weightage="80" keywordseo="Adani-Group-chairman">Adani group chairman</keyword>, <keyword id="52673" type="PERSON" weightage="60" keywordseo="harsh-goenka">Harsh Goenka</keyword>, RPG group chairman, Sajjan Jindal, chairman JSW, <keyword id="7025" type="PERSON" weightage="80" keywordseo="Venugopal-Dhoot">Venugopal Dhoot</keyword>, Videocon group chairman, besides others such as Prasad Potluri of South-based PVP Ventures and the Munjals of Hero group. Confirming the development Harsh Goenka told ToI, that honour was restored to the gentleman's game with corruption getting clean bowled by the apex court’s verdict. "The league remains an interesting investment opportunity. If <keyword id="6354756" type="CITY" weightage="80" keywordseo="BCCI">BCCI</keyword> auctions a franchise, I will consider it only if the valuations are considerable." 

	Moreover, the valuations of the IPL teams have come down considerably due to a series of corruption. According to experts, the new teams are likely to be bought for less than $100 million.
 Venugopal Dhoot, one of the key sponsors of Mukesh Ambani-owned <keyword id="13880" type="COMPANY" weightage="80" keywordseo="Mumbai-Indians">Mumbai Indians</keyword>, is also keen on buying a team. "We will definitely look at bidding for an IPL franchise as and when BCCI calls for bid. We spend crores in branding exercise and owning an IPL team would be a great idea," he said. 

	The Board of Control for Cricket in India (BCCI) might want to revive the Pune and Kochi teams. However, launching a new team for Ahmedabad may not be ruled out, according to sources. 
 

	In that case Gautam Adani may be a key contender to buy the Ahmedabad team as the billionaire businessman had once dreamt of owning an IPL team for his home state. 
 "The idea of having an Ahmedabad team would be great as it would draw lots of interest from corporates for being the home state of Prime Minister <keyword id="6354477" type="PERSON" weightage="100" keywordseo="Narendra-Modi">Narendra Modi</keyword>," said an industry leader. 

	Sajjan Jindal is another top contender to own an IPL team. "Cricket is the number one sport in our country so there is an idea to acquire a team... an IPL team. But, I cannot comment which team would it be," Jindal, JSW group chairman said earlier this month.
 He did not confirm or deny if he wanted to buy <keyword id="12643" type="ORGANIZATION" weightage="80" keywordseo="Royal-Challengers">Royal Challengers</keyword> Bangalore (RCB), owned by liquor baron <keyword id="14678" type="PERSON" weightage="80" keywordseo="Vijay-Mallya">Vijay Mallya</keyword>. 

	JSW Sports, a JSW Group owned firm, is the owner of Bengaluru FC, one of the I-league teams led by Indian football team's captain Sunil Chhetri.
 Potluri Vara Prasad might again try his luck this time after he failed to buy <keyword id="1336250" type="UNKNOWN" weightage="60" keywordseo="Deccan-Charger">Deccan Charger</keyword> in 2012, industry sources said. 
	 
	(Image: Reuters)

Somebody's loss is somebody's gain! India Inc biggies eye IPL team after ban on CSK, RR

IPL 2023 schedule, time and match details

<ul><li>HI-CRICKET in association with YouGov, identifies the most meaningful and impactful brands and categories of <keyword id="7866747" type="General" weightage="20" keywordseo="IPL-2021" source="Orion">IPL 2021</keyword>. </li><li>The study reveals that defending champions Mumbai Indians emerged as the favourite team at the onset of the IPL, followed by RCB and CSK.</li></ul><keyword id="2778410" type="General" weightage="20" keywordseo="havas-media-group" source="Orion">Havas Media Group</keyword> India commissioned a special research with YouGov to launch HI-CRICKET, its proprietary IP, to understand the impact of the Indian Premier League (IPL) 2021in influencing brand health metrics and identify the most meaningful and impactful brands and categories of IPL 2021. The study reveals that defending champions Mumbai Indians emerged as the favourite team at the onset of the IPL, followed by RCB and CSK. E-Commerce brands were the biggest spenders before and during the IPL, with VIVO and Amazon Prime at the top of the recall hierarchy given their high media spends on the tournament. This was followed by the Durables &amp; Automobile sectors. Food delivery brands like Swiggy also enjoyed a high recall. The frequency of ordering remained high with close to 80% of respondents having ordered food online at least once during the match time. Dream11 was the highest recalled main sponsor, followed by Byju’s and PhonePe. An increase in the number of fantasy gaming apps was observed during the IPL, however, the majority i.e., three-fourths used it for playing fantasy cricket only. The overall impressions went up by 15% in the 1st week of the IPL which dropped back to similar levels during the last week of the IPL. Almost all the top brands saw an increased association with Personal and Collective benefits. Automobile brands such as Hyundai, Renault and Kia witnessed an increased loyalty conversion. Durable brands such as Voltas, Signify (Philips) and Havells also managed to increase loyalty conversions. The research was commissioned between April 2, 2021 to May 7, 2021, during the first leg of IPL 2021. The study encompasses 4500 online respondents across 10 cities in India, which gives a deeper understanding of how a larger-than-life platform like the IPL helps move mind measures. YouGov’s Cube philosophy (people, time and variables) coupled with Havas’ Meaningful Brands framework resulted in this customized quantitative structured questionnaire for an agile, real-time solution, allowing advertisers to track the impact on brand health parameters such as recall, familiarity and perception. HI-CRICKET 2021 not only enables brands to further bolster their meaningful connections with consumers but also identifies the most meaningful campaigns during IPL this year. This study establishes a direct co-relation between brand metrics and a high-impact and high-visible property like the IPL. Havas Media Group India’s HI-CRICKET study has impactfully captured the essence of the KPIs of some of India’s top brands vis-a-vis a scenario as electrifying as the IPL. Commenting on the findings of the second phase of HI-CRICKET study, Sanchita Roy, Head - Strategy, Havas Media Group India, said, “One of the pertinent questions that clients ask is the business outcome of high impact properties. At Havas, keeping in line with our Meaningful Brands philosophy, we wanted to understand the effect that IPL has on driving meaningfulness for brands across key high spending categories like Auto, E-commerce, Fantasy Sports, Online Food Delivery and so on. Across all the brands that we tracked as part of this study, interestingly we saw positive shifts across every stage of the consumer funnel when we compare the pre vs during tournament numbers. What we have observed is that across brands, Personal and Collective perceptions have improved with the onset of the IPL. Personal parameters like value for money &amp; convenience, and Collective perceptions of trust &amp; respect saw the highest increase across brands.” Commenting on the upcoming leg of the IPL 2021 that began on September 19, R. Venkatasubramanian, President and National Head - Investments, Havas Media Group India, said, “The 2nd phase of IPL 2021 is going to be equally big or supersede phase 1 in terms of ratings and revenue. The entry cost is relatively very less considering it’s a high impact property that is coinciding with the festival period once again, hence it will be bigger for advertisers than last year. We estimate that the overall festive spends would increase by 20-25% over 2020. And the IPL will play a pivotal role as a platform for the advertisers. Star Sports has renewed and signed 5 Co-presenting sponsors and 10 Associate sponsors for the 2nd phase of the IPL which includes categories like E-commerce, Gaming, Online Education, Telecom, FMCG and several others. The inventory is almost sold out.”

E-Commerce dominates IPL 2021, followed by durables and automobiles; reveals Havas Media Group’s study

<ul><li>Mumbai Indians retained the top spot in the franchise brand rankings for the fifth consecutive year, with a brand value of INR 761.0 crore, down 5.9% from last year.</li><li>Chennai Super Kings (CSK) and Kolkata Knight Riders (KKR) have seen their brand value erode by approximately 16.5% and 13.7%, respectively, compared to last year.</li></ul>Duff &amp; Phelps, A Kroll Business, today released key findings from its IPL Brand Valuation Report 2020, a study of brand values in the Indian Premier League (IPL). 2020 was a challenging year with economic distress and uncertainty due to the COVID-19 pandemic. The sports economy was not immune to this crisis, and the pandemic disrupted the sporting calendar for the year, with a string of tournaments being postponed or cancelled. The IPL also felt the heat of the pandemic, and the findings of the seventh edition of this annual IPL study suggest that the IPL ecosystem value has decreased by 3.6% in constant currency terms to INR 45,800 crore from INR 47,500 crore last year. The individual franchisees have also witnessed a reduction in their brand values over the last year, mainly due to reduced franchisee-related sponsorship revenue, loss of gate receipts, reduced food and beverage (F&amp;B) revenue and certain teams’ on-field performances. “Similar to the impact on other businesses and the overall economy, the pandemic led to a decline in the IPL ecosystem value. However, with people forced to spend time at home, there was an increase in IPL television viewership. The 2020 edition was a huge success for broadcasters as it broke viewership and advertising revenue records. Television ratings skyrocketed and advertisers tapped into this opportunity to scale up their brand image. Despite the challenging year, this momentum is indicative of how strong the IPL brand has become,” said Santosh N, External Advisor, Duff &amp; Phelps India Pvt. Ltd. “With the economy opening and COVID-19 cases decreasing in India, we expect sponsorship deals to be back to their pre-COVID-19 levels. We have now entered a more stable phase in terms of the IPL ecosystem's value; the value appreciation is not expected at the rate of previous years. However, an increase in the number of teams in 2022 and the renewal of media rights in 2023 could enhance the IPL ecosystem value in the future,” Santosh added. Commenting on the future of the sports ecosystem in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Advisory Services at Duff &amp; Phelps, A Kroll Business said, “The IPL reflects the evolution of the modern cricket business, with clubs benefitting not only from the sport's enduring popularity in India but also from the game going global and from some great marketing initiatives. We believe that for growth trajectories to maintain their momentum, all teams need to continue broadening their footprint, forming relationships and generating revenue opportunities in growth markets.” In 2020, IPL season 13 has seen lower sponsorship revenues as compared to previous years (Dream11 paid INR 222 crores for the season, as against Vivo’s cancelled contract of INR 440 crores per season for the IPL title sponsorship). However, IPL’s impact on its sponsors/partners continues to be remarkable. Following the announcement of central sponsorships by the Board of Control for Cricket in India, the title sponsor Dream11 secured USD 225 million in funding, one of the official sponsors Unacademy joined the unicorn club with funding of USD 150 million, and another official sponsor CRED secured USD 80 million, bringing it closer to unicorn status.

The IPL ecosystem value has decreased by 3.6% to Rs 45,800 crore in 2020 from Rs 47,500 crore in 2019: Duff & Phelp

<ul><li>Myntra is expecting a 2x growth in sales compared to last year’s Big Fashion Festival. </li><li>To drive more engagement and bring in a new set of audience before its big sale day, Myntra has made its debut partnership with <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword>’s <keyword id="13880" type="COMPANY" weightage="20" keywordseo="Mumbai-Indians">Mumbai Indians</keyword>, Royal Challenge Banglore and <keyword id="13886" type="COMPANY" weightage="20" keywordseo="Chennai-Super-Kings">Chennai Super Kings</keyword>, which are also the top most important markets for the brand. </li><li>Achint Setia, Vice President, Marketing, Myntra speaks to us on how Myntra is using IPL as a platform to strengthen their presence.</li></ul>With the Big Fashion Festival around the corner, fashion ecommerce firm Myntra is leaving no stone unturned to bring in more audience. It is expecting a 2x growth in sales than last year’s Fashion Festival. Since Indian Premier League brings in a huge opportunity for brands to ride on the wave of blitz and fervor in the country, Myntra has partnered with IPL’s most-talked about teams such as <keyword id="6354506" type="COMPANY" weightage="20" keywordseo="Royal-Challengers-Bangalore">Royal Challengers Bangalore</keyword>, Mumbai Indians and Chennai Super King. Myntra is the official fashion sponsor for RCB and its logo can be seen on the right chest patch of their jersey. Mumbai, considered the hub and trendsetter for fashion and style, is one of the most crucial markets for Myntra. So the brand is the presenting partner for Mumbai Indians and has placed its logo across MI’s team branding and communications. MI’s team merchandise and memorabilia, including autographed bats and jerseys, are up for grabs on Myntra. To engage with these viewers on social media and on its platform, Myntra is offering daily prizes for participating in its interactive contests around the cricketing extravaganza. The fashion firm is also targeting women with its branding activity by featuring female fan influencers on its platform. The idea is to not only drive conversational content about the brand, but also bypass any notion of cricket being only a ‘gentleman’s game.’ We caught up with Achint Setia, Vice President, Marketing, Myntra to understand the thought behind partnering with three IPL teams, marketing strategy to leverage IPL’s buzz before its Big Fashion Festival and plan to target women through the match. Excerpts: Q. What was the thought behind partnering with Mumbai Indians this year? Mumbai’s importance to retail businesses can hardly be understated and tying up with the city’s most prominent sports team will only further solidify Myntra’s position in a crucial market ahead of the festive season. This partnership will help Myntra cement itself as the go-to fashion destination in Mumbai, considered the hub for everything fashion and style in India, and leverage Mumbai Indians’ huge salience with cricket fans across the nation. Factors such as team popularity and style quotient were also given great consideration when opting for team partners this IPL season. Q. What kind of response are you expecting for MI’s team merchandise and memorabilia, including autographed bats and jerseys, that are up for grabs on Myntra? MI’s team merchandise and memorabilia will go live on Myntra soon. However, to entice the biggest customers of Mumbai Indians, Myntra does have a limited selection of autographed bats and jerseys up for grabs on its platform for lucky fans. Q. What do your marketing plans look like for IPL? Myntra has ensured to implement a multi-pronged holistic approach, to drive higher brand relevance not only in the key metro markets but also in T2/T3 and southern markets. Our key goal is to ensure Myntra has a prominent space in the key touch points with potential customers ahead of its blockbuster sale events for the festive season. Within that strategy, we believe that cricket in general, specifically the IPL makes for a key touch point and will help Myntra expand into newer markets. This festive season, our marketing efforts will further drive conversations around the brand through the star-studded campaigns with celebrity brand ambassadors, who have a wide audience appeal reaching all corners of the country, including a strong influence in Tier II and Tier III markets. Positioning Myntra as a style expert, the latest campaigns clearly bring out Myntra as one of the leading fashion destinations in the country while showcasing our tech capabilities through key differentiators such as Myntra Studio, Size &amp; Fit Recommendations, and Photo search. Q. Myntra also intends to integrate itself more naturally to the ‘Virtual Wankhede’ concept by featuring women fan influencers. Have brands finally started recognising/accepting the fact that IPL also has a female audience? Do you think more traditional brands will start catering to them now or are we still far away from that? Interactive and unique concepts such as ‘Virtual Wankhede’, which was developed in association with the Mumbai Indians, has ensured Myntra leads the way in terms of virtual fan engagement innovations. This platform provides MI’s army of fans with an opportunity to cheer their favourite team alongside fellow supporters, connected virtually. IPL is among the biggest sporting events in India and brands have always recognized the vast women fan-base for the event. Brands featuring women fan influencers and women-centric concepts have already been visible through the years and are not something new. With IPL being a co-viewing event, the type of brands sponsoring the tournament usually tends to have a sizable female customer-base. We feel it is important for both legacy brands as well as millennial brands to engage with women in some form, to build loyalty and stay relevant among its TG. Q. The format is different this year. So how do you think things will be different for you as a partner? As a partner, what are your expectations from IPL 2020? The IPL is the biggest cricket league in the world and among India’s most-anticipated sporting events in any given year. This year, there is even more reason for brands to be associated with the IPL as the competition overlaps with the upcoming festive season, which is the most important and biggest period for shopping. Furthermore, Myntra is keen to form deep connections with users across the country and firmly believes that engaging with prospective customers at all possible and relevant touch points is crucial to this vision. Cricket is a key touch point as it is the most popular sport in India and has intricately weaved itself into an important part of the history and culture of the nation. The IPL has generated significant traction since its inception, and its popularity and viewership continues to rise. The viewership numbers from the first week of the tournament are extremely promising despite no audiences being allowed at stadiums. Q. How do you plan to engage more closely with consumers, considering activations won’t be allowed this year and there won't be a live audience? There has been strong user engagement through social media, via the RCB, CSK, MI and Myntra handles, where customers can win unique daily prizes by participating in interactive contests around the cricketing extravaganza. We have also revamped the IPL store on the platform to drive further conversations among our customers with unique offers and deals as well as providing contextually engaging and reliable content which includes the use of appropriate cricketing terminology. IPL has also come up with innovations by bringing in the virtual crowd noise, virtual meet and greet with top fans, and creating a perception for viewers that there is enough support for their teams.

How Myntra is using IPL to build deeper connections and drive brand salience before its Big Fashion Festival

The Supreme Court appointed high-level committee led by former Chief Justice RM Lodha on Tuesday found <keyword id="13886" type="ORGANIZATION" weightage="20" keywordseo="Chennai-Super-Kings">Chennai Super Kings</keyword> official <keyword id="1682587" type="PERSON" weightage="20" keywordseo="Gurunath-Meiyappan">Gurunath Meiyappan</keyword> guilty of betting during <keyword id="6354831" type="ORGANIZATION" weightage="20" keywordseo="Indian-Premier-League">Indian Premier League</keyword> season 6. 
 
Pronouncing the verdict, Justice Lodha said Meiyappan was found guilty of betting, whereas co-owner of <keyword id="13802" type="CITY" weightage="20" keywordseo="Rajasthan-Royals">Rajasthan Royals</keyword>, <keyword id="18641" type="PERSON" weightage="20" keywordseo="Raj-Kundra">Raj Kundra</keyword>, was found guilty of misconduct. 
 
Both the teams, Rajasthan Royals (RR) and Chennai Super Kings (CSK), have been banned from the <keyword id="6354312" type="CITY" weightage="20" keywordseo="IPL">IPL</keyword> for two years. 
 
It comes as a big decision because both CSK and RR are the top performing teams in the league and have won the tournament in past. Apart from the two team franchisees being banned from the tournament, the decision also affects all the stakeholders of the game including players, media, brands and sentiments of their loyal fans. Besides, the overall image of IPL as a tournament is also put under scanner. 
 
Sponsors? 
 
A large sum of money has been invested behind these teams, as brands have locked them in for sponsorships and media deals, for promotions across mediums. 
 
In 2015 alone, Rajasthan Royals grabbed 15 brand associations, of which three new brands came on board. It had had similar amount of brand associations during the last season. The new brands for Rajasthan Royals include Spice Mobiles, Kalasalingham University from Chennai and security firm CP Plus. Apart from this the team has 9 previous sponsors such as UltraTech, Rupa, Lawman Pg3, Mitashi, TCS, Kingfisher, Pepsi, Deakin University, ICE X and Kooh. 
 
On the other hand, Chennai Super Kings has been associated with brands such as India Cements, Aircel, Gulf Oil, Pepsi, Reebok and Usha. In 2015, FreeCharge and ShopClues.com also joined the brand wagon. 
 
Now, with the teams being taken off for a couple of years, what lies ahead for the brands? Saurabh Uboweja, CEO, Brands of Desire points out that the brands associated with the teams are at a lesser risk. "Sponsors will not be affected much and neither their equity will be diluted to a large extent as they have not done anything wrong. They have other options to endorse and will definitely go for other teams. While India Cements, that owns CSK, will be affected, but that too not in a large extent," adds Uboweja. 
 
To this, <keyword id="175362" type="PERSON" weightage="20" keywordseo="Harish-Bijoor">Harish Bijoor</keyword>, CEO, Harish Bijoor Consults finds that brands will be not be affected much. "It will be a short term loss for sponsors as their money to buy media will be affected, but not their brand equity. If not CSK or RR, they will be endorsing with someone else," adds Bijoor. 
 
A Tainted League? 
 
IPL is seen as the super bowl of India where brands partner with the teams to reach out to their target audience as the event cuts across the socio-economic categories. It is not the first time when the cases of corruption have come up in IPL. In past, players have been banned and teams have always been under scanner affecting IPL's image, so much so that in 2013, there were speculations that title sponsors Pepsi might walk out on the country's most lucrative sporting event. 
 
Now, as controversy strikes IPL back, how is the league going to maintain its equity? 
 
Bijoor finds that the decision will not affect IPL's equity as the tournament has been used to it. "IPL and controversy are no strangers. It all started with <keyword id="3257" type="PERSON" weightage="20" keywordseo="Lalit-Modi">Lalit Modi</keyword>, and has just paused at CSK and RR. The game and the tournament will not be affected," asserts Bijoor. 
 
Uboweja mentions that the decision is a bigger loss for IPL. "If instead some smaller teams would have been suspended, people would not have bothered but now they will again think IPL as tainted as it has completely lost its credibility," adds Uboweja. 
 
For the record, Indian Premier League viewership grew by 20% over the 2014 edition. The reach of the tournament also increased by 2% with first 45 matches having reached 182 million unique viewers this year.

IPL Verdict: Do Tainted Franchisees Belittle their Brand Partners and the League?

The <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">Indian Premier League</a> (IPL) is the most-attended cricket league on Earth. It ranks sixth among <keyword id="6356028" type="COMPANY" weightage="80" keywordseo="Sports">sports</keyword> leagues, and became the first sporting event in history to be broadcast live on YouTube back in 2010. 
 Brand IPL is a beast. It was pegged at a whopping $3.2 billion in 2014, and <keyword id="6354756" type="CITY" weightage="60" keywordseo="BCCI">BCCI</keyword> claims the 2015 <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">IPL</a> season contributed over $182 million to the Indian economy. 
 
In 2016, the title sponsor of the <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">IPL</a> is <a href="http://www.businessinsider.in/searchresult.cms?query=Vivo+Electronics&amp;sortorder=effectivedate">Vivo Electronics</a>. That means the league is now officially known as the <keyword id="215177" type="COMPANY" weightage="40" keywordseo="Vivo">Vivo</keyword> <keyword id="6354831" type="ORGANIZATION" weightage="60" keywordseo="Indian-Premier-League">Indian Premier League</keyword>. Just like the IPL, the history of IPL’s title sponsorship is also muddled in a bit of controversy, confusion and drama. 
 
Back in 2008, DLF, Indian's biggest real estate company, paid a hefty sum of Rs. 200 Crores (around $36.25 million), to own the title rights for the first five years of the tournament. However, after the given period, DLF decided not to renew its contract. This forced <a href="http://www.businessinsider.in/searchresult.cms?query=BCCI&amp;sortorder=effectivedate">BCCI</a> to issue a new tender, with a base price of Rs. 300 Crores. 
 
This was also the time when the match fixing scandal struck hard, and there was widespread skepticism about the future of the tournament. 
 
In the 2013 season of the IPL, Ankeet Chavan, Ajit Chandila and S Sreesanth were arrested over charges of spot- fixing. 
 
There were allegations that <a href="http://www.businessinsider.in/searchresult.cms?query=Chennai+Super+Kings+&amp;sortorder=effectivedate">Chennai Super Kings </a>team principle Gurunath Meiyappan and <keyword id="13802" type="CITY" weightage="60" keywordseo="Rajasthan-Royals">Rajasthan Royals</keyword> co-owner Raj Kundra were involved in betting. 
 
The BCCI banned the three cricketers for life, CSK and Rajasthan Royals were banned from the tournament for two years and Meiyappan and Kundra, were banned for life. 
 
Anyway, Pepsi struck a new title sponsorship deal in 2012. The amount was almost double the original title sponsorship deal <a href="http://www.businessinsider.in/searchresult.cms?query=DLF&amp;sortorder=effectivedate">DLF</a> signed back in 2008, and everybody was happy. Officials were positive that despite all the negative colours IPL had been painted in, the league will endure. 
 
The deal was clinched for a solid Rs 396.8 Crores (around $71.77 million) for the next five years (2013-17). <a href="http://www.businessinsider.in/searchresult.cms?query=Airtel&amp;sortorder=effectivedate">Airtel</a>, India’s largest telecom company also bid Rs. 316 Crores (around $57.27 million), but was obviously outbid. 
 
However, in 2015, the beverage giant pulled out from a five-year deal that was to end in 2017. <a href="http://www.businessinsider.in/searchresult.cms?query=PepsiCo&amp;sortorder=effectivedate">PepsiCo</a>'s decision to end its deal with IPL was reportedly caused by the spot-fixing scandal which shook the game in 2013. 
 
In 2016, mobile company Vivo replaced <a href="http://www.businessinsider.in/searchresult.cms?query=PepsiCo&amp;sortorder=effectivedate">PepsiCo</a> as the title sponsor of the <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">Indian Premier League </a>(IPL), and the game continues. 
 
Image credit: Indiatimes

IPL Sponsorships – How it changed
hands and the drama associated with it

Justice Lodha’s verdict on banning of Chennai Super Kings (CSK) and Rajasthan Royals (RR) would come down heavily on the revenue of the much celebrated cricket tournament. As per a news report by The Economic Times, IPL revenue is likely to drop by about 35 % if there are only six teams next year. About 25 % of this will be because of fewer matches while the rest will stem from a decline in interest from advertisers and sponsors. 
 
Every IPL game gets about 75 advertising spots of 30 seconds each. That comes to around 2,250 seconds of available advertising per match. At 60 games, this adds up to 135,000 seconds. This year, the IPL broadcaster sold spots at Rs 4.5-5 lakh per 10 seconds. If there are only 34 games, the number dips to 76,500. That also means IPL broadcaster Multi Screen Media pays a lower broadcasting fee to the BCCI. Each team gets a share of this. "When the collection is less, the whole kitty too gets redu too gets reduced," a media analyst told the ET. "Thereby, when it's time to distribute, it will be much less, affecting the (finances) of teams and their profitability." 
 
Chennai Super Kings is the top team in IPL, having won the league twice since its beginning in 2008. Among the top 10 matches in the last season of IPL, CSK featured in eight while Rajasthan was in two, according to television ratings data from Tam Media Research. 
Star players such as Mahendra Singh Dhoni, Suresh Raina, Ravindra Jadeja, Shane Watson, Steve Smith, Ajinkya Rahane among others are members of the two franchises. Their absence would hit IPL ratings, in turn lowering ad rates for the broadcaster. "With a lower number of matches, it will be difficult to make up for the difference in revenue (as the) the fixed cost remains the same," Basabdatta Chowdhuri, chief executive at Platinum Media, a part of Madison Media Group told the financial daily. "It is not good good for the game. The credibility suffers." 
 
She recalled that when the first match-fixing scandal broke in the late 1990s, the ratings of India matches, including those against Pakistan, had nosedived. 
 
Chowdhuri also said an exit by the Chennai team would lead to lower viewership. "CSK is a big team. It's like Manchester United going out of the EPL (English Premier League) or Barcelona going out of the Spanish league," she said. 
 
"Next year, an increase in rates will be impossible (if there are fewer teams). They would not be able to get even last year's rates," said a media planner, not wanting to be named. But Nandini Dias, chief executive officer at media agency Lodestar UM, offered a contrarian view. "A shorter, tighter tournament might actually be better for ratings. The dip we see in ratings in the middle of the tournament today might be less then," she told the ET. 
 
(Image: India Times)

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