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Even as the reputation of the <keyword id="6354831" type="ORGANIZATION" weightage="100" keywordseo="Indian-Premier-League">Indian Premier League</keyword> (<keyword id="6354312" type="CITY" weightage="100" keywordseo="IPL">IPL</keyword>) has been marred by controversies, they surely haven’t been able to dent its value as an advertising property. 
 
As per latest reports, this season of IPL would see advertisers spending a record Rs 1,200 crore. This figure has gone up by a fifth from last year. 
 
Sony Pictures Network hold the exclusive broadcast rights, and will be airing the tournament on the Set Max, Sony Six and Sony ESPN channels in April and May. For the first time, the number of presenting sponsors has been increased from two to three. These names are Vodafone, Amazon and the first-time advertiser Oppo. 
 
As already told, after Pepsi’s exit, rival Coca-Cola is looking at the opportunity of <a href="http://www.businessinsider.in/After-Pepsis-exit-Coca-Cola-knocks-IPL-doors-for-sponsorship/articleshow/50756202.cms">being a sponsor</a>. 
 
Even though the tournament is two months away, almost 70% of the ad inventory has been sold, a first for IPL, as told by Sony Pictures Network president Rohit Gupta. 
 
"IPL is a risk-free investment for advertisers, as both ratings and reach have been consistently growing year on year," he said. "We are expecting 20% growth in overall revenues. The unprecedented levels of interest are despite the T20 World Cup and a host of other cricket." 
In the last season of IPL, ad sales fetched Sony Pictures Network Rs 1,000 crore. To take in more profits, sponsorship slots have risen to Rs 
5.25 lakh from Rs 4.75 lakh, while spot rates are up to Rs 1.5 lakh for 10-second slots from Rs 1 lakh. 
 
<a href="http://www.tehelka.com/wp-content/uploads/2015/12/IPL-logo.jpg">Image source</a>

Sponsorship slots and spot rates take a leap for the upcoming season of IPL

<a href="http://www.businessinsider.in/searchresult.cms?query=Vodafone+India&amp;sortorder=effectivedate">Vodafone India</a> will continue its partnership with the <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">Indian Premier League</a> (IPL) for the 9th consecutive year as the Official Partner and official sponsor (on-air) of <a href="http://www.businessinsider.in/searchresult.cms?query=Vivo+IPL+2016&amp;sortorder=effectivedate">Vivo IPL 2016</a>. 
 
Believe it or not, <a href="http://www.businessinsider.in/searchresult.cms?query=Vodafone+India&amp;sortorder=effectivedate">Vodafone</a> is the only national brand to be associated with <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">IPL</a> since its inception way back in 2008. 
 
Sandeep Kataria, Director - Commercial, <a href="http://www.businessinsider.in/searchresult.cms?query=Vodafone+India&amp;sortorder=effectivedate">Vodafone India</a> said, “Our partnership with <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">IPL</a> has helped Vodafone connect with cross segments of Television viewers and cricket lovers in India. Infact, the unique format of this tournament led to the birth of one of our favourites and most loved iconic mascot – the <a href="http://www.businessinsider.in/searchresult.cms?query=Zoozoo&amp;sortorder=effectivedate">Zoozoo</a>s”. 
 
Rajiv Shukla, Chairman, <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">IPL</a>, said, “We are delighted with the long and enriching affiliation with Vodafone as co-presenting sponsor since inception in 2008. We look forward to another successful year of association.” 
 
The telecom company will soon announce its annual 360 degree marketing campaign for Vivo <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">IPL</a> 2016, beginning with the inaugural match to be played on 9th April, 2016. 
 
<a href="http://i39.tinypic.com/59x5kl.jpg">Image Source</a>

Vodafone to sponsor IPL for the 9th
consecutive year

<ul><li>IPL is scheduled to start on April 9 and the final match will be held on May 30.</li><li>Disney+ Hotstar, on the other hand, has onboarded 10 sponsors so far for <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">VIVO IPL 2021</keyword>.</li></ul><keyword id="421566" type="ORGANIZATION" weightage="20" keywordseo="Star-Sports">Star Sports</keyword>, the official broadcaster of the VIVO IPL 2021 has roped in 18 sponsors and over 100 advertisers across multiple brand categories, days ahead of the commencement of the league. The 18 sponsors on-board for the 2021 edition are Dream11, Byju’s, Phone Pe, Just Dial, Upstox, Bingo, Kamla Pasand, Association of Mutual Funds in India (AMFI), Frooti, Asian Paints, Thums Up, Vodafone-Idea, Mondelez, Amazon Prime, Groww, Cred, Garnier Men, and Havells. The categories of advertisers include Edtech, Fantasy Sports, Beverages, Pay Wallets, Home Décor, Auto, Telecom, Consumer Durables, FMCG, Financial Services amongst others. Speaking about the high interest from advertisers for VIVO IPL 2021, Anil Jayaraj, Executive Vice President, Star Sports said, “We are delighted with the response received from brands across categories. VIVO IPL on Star Sports has established itself as a marquee marketing platform, and the interest among advertisers has only grown with each passing year. We have been associating and providing sponsors with customized and innovative solutions that drive high impact and engagement.” Vivo IPL 2021 will broadcast LIVE on the Star Sports Network and stream on Disney+ Hotstar starting April 9th, 2021 from 7.30 pm onwards across multiple languages. Select Dugout will be back on Star Sports Select with legends providing cricket enthusiasts with an in-depth analysis of each match. <div type="Article" hostid="261" msid="81628669" title="Star Sports signs 14 sponsors for VIVO IPL 2021" mstype="2" mssubtype="0"></div>

Star Sports has onboarded 18 sponsors and over 100 advertisers for VIVO IPL 2021

<ul><li>IPL is scheduled to start on April 9 and the final match will be held on May 30.</li><li>Disney+ Hotstar, on the other hand, has onboarded 10 sponsors so far for <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">VIVO IPL 2021</keyword>. </li></ul>Star Sports, India’s leading sports broadcaster, has begun the countdown to VIVO IPL on a strong note with 14 sponsors already on board for this season. The broadcaster announced Dream11, Byjus, Phone Pe, Just Dial, Bingo, Kamla Pasand, AMFI, Frooti, Asian Paints, Thums Up, Vodafone-Idea, Mondelez, Amazon Prime, and Groww as sponsors a fortnight before the tournament. Over the years, VIVO IPL on Star Sports has been established as the best marketing platform, where various brands and categories engage with the largest base of the audience that cuts across geographies and demographics. This year, Star Sports witnessed a significant interest from multiple brand categories including Ed Tech, Fantasy Sports, FMCG, Beverages, Financial Services, Pay Wallets, Home Décor among others. “VIVO IPL is back on the Indian soil, and in its original summer window! The tournament spans across two months, giving brands the advantage to have extended engagement with their consumers and provide a platform that has the most significant brand value and recall, like no other. After the launch of our network campaign, there is high anticipation around the most awaited cricket tournament and brands are eager to capitalize on its popularity. The response from the advertisers is extremely encouraging; with only a few sponsor slots left for grabs,” said Anil Jayaraj, Executive Vice President, Star Sports. Star Sports launched the IPL campaign - #IndiaKaApnaMantra earlier this month featuring MS Dhoni in two completely new avatars. The campaign reflected the resilience, determination, and enterprise of the nation. Through the aperture of VIVO IPL, the campaign is seen saluting the attitude of a generation that is redefining conventional rules of the game to overcome seemingly insurmountable challenges. Vivo <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword> will broadcast LIVE on the Star Sports Network and stream on Disney+ Hotstar from April 9th, 2021 from 7.30 pm onwards across multiple languages. Select Dugout will be back on Star Sports Select with legends providing cricket enthusiasts with an in-depth analysis of each match. <div type="Article" hostid="261" msid="81429587" title="Disney+ Hotstar onboards 10 sponsors for VIVO IPL 2021; Dream11 to be the co-presenting sponsor" mstype="2" mssubtype="0"></div>

Star Sports signs 14 sponsors for VIVO IPL 2021

<ul><li>IPL is scheduled to start on April 9 and the final match will be held on May 30.</li><li>Disney+ Hotstar has announced its list of sponsors for <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">VIVO IPL 2021</keyword>.</li></ul>Disney+ Hotstar has had a strong start to VIVO IPL 2021 and has already signed 10 sponsors for this year's tournament. Dream11 is the co-presenting sponsor, Upstox and Vimal Elaichi are the ‘co-powered by’ sponsors. Phone Pe, Association of Mutual Funds in India (AMFI), Unacademy, Pharmeasy, Livspace, Swiggy, and Parle Agro have signed on as associate sponsors. “IPL is a prime sporting property that provides advertisers an opportunity for real-time consumer engagement on Disney+ Hotstar. Going by the response from the market, IPL 2021 promises to be an even more significant opportunity for brands. All key features such as Super 4s, Super 6s, Fall Of Wickets, Milestones, and Super Savers have sold out within a short period, and we see early closures across categories,” Nitin Bawankule, President - Ad Sales, Star &amp; Disney India. “With a host of innovative advertising formats, targeting on connected TVs, and custom branded content solutions, brands have the unique opportunity to reach a highly engaged and affluent audience through the sharp targeting options available on live sports,” he added The series will be streamed on Disney+ Hotstar in five languages – English, Hindi, Telugu, Kannada, and Tamil and will be exclusively available to subscribers of Disney+ Hotstar VIP (Rs 399 for 12 months) and Disney+ Hotstar Premium (Rs 1499 for 12 months).

Disney+ Hotstar onboards 10 sponsors for VIVO IPL 2021; Dream11 to be the co-presenting sponsor

One of <keyword id="3658" type="General" weightage="20" keywordseo="india" source="Orion">India</keyword>'s largest business conglomerates, the <keyword id="6355725" type="General" weightage="20" keywordseo="tata-group" source="Orion">Tata Group</keyword>, will replace Chinese mobile manufacturer <keyword id="215177" type="General" weightage="80" keywordseo="vivo" source="Orion">Vivo</keyword> as the Indian Premier League's title sponsor from this year, the event's governing council decided in a meeting on Tuesday. "Yes, Tata group is coming in as <keyword id="6354312" type="General" weightage="80" keywordseo="ipl" source="Orion">IPL</keyword> title sponsor," IPL chairman <keyword id="140901" type="General" weightage="20" keywordseo="brijesh-patel" source="Orion">Brijesh Patel</keyword> confirmed the development to PTI. The money associated with the deal is yet to be known and a Tata spokesperson, while confirming the development with a "yes", didn't divulge any further details. Vivo had a deal of Rs 2200 crore for title sponsorship rights from 2018-2022 but after the 2020 Galwan Valley military face-off between the Indian and Chinese Army soldiers, the brand took a break for a year with Dream11 replacing it in the IPL. However, Vivo was back as IPL tittle sponsor in 2021 even as speculation raged that the company was looking to transfer the rights to a suitable bidder and the <keyword id="6354756" type="General" weightage="20" keywordseo="BCCI" source="Orion">BCCI</keyword> approved the move. "This was supposed to happen sooner or later as Vivo's presence was bringing bad publicity for both the league as well as the company. With negative sentiment around Chinese products, the company had to pull out of the sponsorship with one season left for the deal to be completed," said a BCCI source. The BCCI will not lose any money as it is still assured of an annual sponsorship sum of Rs 440 crore which will now be paid by the new sponsors. The economics of sponsorship is that BCCI keeps 50 per cent of the money and distributes the rest among the IPL franchises which are now 10 with the addition of two new teams this year. It is understood that the deal is only for this year as of now as the BCCI will have to invite fresh tenders for the next cycle starting 2023. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/check-out-the-new-set-of-restrictions-in-delhi-due-to-the-massive-surge-in-the-covid-19-cases/articleshow/88829541.cms">Delhi to go under stricter curbs amid steep rise in COVID-19 cases – Checkout the new restrictions announced by DDMA</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/mobile/news/oneplus-10-pro-vs-oneplus-9-pro-price-specs-features-comparison/slidelist/88828528.cms">OnePlus 10 Pro vs OnePlus 9 Pro — Here’s what’s new in the latest flagship phone</a>

Tata group to replace Vivo as IPL title sponsors from this year

New Delhi, The brand value of the <keyword id="6354831" type="COMPANY" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (<keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword>) went down for the first time in six years - by 3.6 per cent over one year. From Rs 47,500 crore in 2019, it fell to Rs 45,800 crore in 2020, the first decline since 2014, a report said on Wednesday. And in terms of US dollars, <keyword id="10904414" type="UNKNOWN" weightage="20" keywordseo="ipl-ecosystem-valuation">IPL ecosystem valuation</keyword> in 2019 was $6,780 million while in 2020 it was $6,190 million -- a change of 8.7 per cent, from Duff &amp; Phelps, a Kroll Business, which specialises in brand valuation, said in its report. "Year 2020 was a challenging one 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." IPL was relocated to the United Arab Emirates (UAE) as the Indian government had paused sporting activities due to Covid-19. But the Indian cricket board was keen to organise the IPL, and that's why the tournament was shifted, like it did in 2009, when it was played in South Africa. "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 per cent in constant currency terms to Rs 45,800 crore from Rs 47,500 crore last year," said the report. Duff &amp; Phelps undertook a study during the initial lockdown period (April 2020) to analyse the initial impact of COVID-19 on the value of the IPL ecosystem, which was estimated in the IPL Brand Valuation Report 2019. Based on the scenarios it considered, the IPL ecosystem value was estimated to be impacted by nearly $1 billion only due to cancellation and without capturing the impact of the economic slowdown that might follow. "In our impact study, we had mentioned that depending on the extent of the post COVID-19 slowdown, most <keyword id="6371232" type="UNKNOWN" weightage="20" keywordseo="sponsors">sponsors</keyword>hip contracts may get renegotiated next year, as the spending power of the advertisers and sponsors is likely to be impacted by the economic slowdown," Duff &amp; Phelps said. This does appear to have played out when <keyword id="215177" type="DOMAIN" weightage="20" keywordseo="Vivo">Vivo</keyword> decided to pull out of the title sponsorship at the last moment, and IPL had to scramble to get a new sponsor at the eleventh hour. The new sponsor entered at a steep discount, and the IPL had to take a hit of Rs 218 crore in sponsorship revenues. In 2020, the IPL had lower sponsorship revenues as compared to previous years. Much of this is attributed to Vivo pulling out of the title sponsorship deal and being replaced by Dream11. Dream11 paid Rs 222 crore for the season, as against Vivo's cancelled contract of Rs 440 crore/season for the IPL title sponsorship. 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. The report further stated that champions Mumbai Indians remained the most valuable franchise with a brand value of Rs 761 crore. However, this is down by 5.9 per cent from Rs 809 crore in 2019. The highest drop in brand value was suffered by three-time champions Chennai Super Kings, who were evaluated at Rs 611 crore which is down 16.5 per cent from Rs 732 crore after IPL 2019. Kolkata Knight Riders have seen the second highest brand reduction at 13.7 per cent from Rs 629 crore after IPL 2019 to Rs 543 crore last year. "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. However, IPL's impact on its sponsors and partners continues to be remarkable, said the report. Following the announcement of central sponsorships by the <keyword id="82275" type="COMPANY" weightage="20" keywordseo="Board-of-Control-for-Cricket">Board of Control for Cricket</keyword> in India (BCCI), the title sponsor Dream11 secured USD 225 million in funding, one of the official sponsors Unacademy joined in with a funding of USD 150 million, and another official sponsor, Cred, secured USD 80 million. "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 said. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/checkout-review-of-oppo-fitness-band-related-to-design-performance-price-and-battery-life/articleshow/81423414.cms">Oppo Band Style review – getting the basics right with a twist of flair</a> <a href="https://www.businessinsider.in/international/news/narendra-modi-joe-biden-yoshihide-suga-and-scott-morrison-are-set-to-meet-for-the-first-ever-quad-leaders-summit-on-march-12/articleshow/81424117.cms">The first-ever leaders summit of the QUAD may be another signal that it's ready for something more formal</a> <a href="https://www.businessinsider.in/stock-market/news/how-to-check-share-allotment-status-of-mtar-technologies-ipo/articleshow/81424102.cms">MTAR Technologies IPO: Here is how to check share allotment status</a> <a href="https://www.businessinsider.in/tech/enterprise/news/tcs-cfo-explains-how-the-role-of-a-finance-head-has-been-changed-by-the-pandemic/articleshow/81423884.cms">EXCLUSIVE: TCS CFO explains how the role of a finance head has been changed by the pandemic</a>

IPL brand value falls for first time in 6 yrs, says report

<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

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?

<ul><li>As IPL’s bio bubble breaches and two players Varun Chakravarthy, Sandeep Warrier test positive for COVID-19, BCCI has suspended IPL for this season. </li><li>Experts tell us about the impact cancellation of India’s biggest sporting tournament and advertising extravaganza can have on our brands and the media industry.</li></ul>Indian Premier League (IPL), one of the most keenly awaited events in India, has also felt the heat of Coronavirus. Over the last two days, several players from three IPL teams have tested COVID positive. This includes Kolkata Knight Riders’ (KKR) Varun Chakravarthy and Sandeep Warrier, Delhi Capitals’ (DC) Amit Mishra and now, SRH’s Wriddhiman Saha. After much criticism, BCCI vice-president Rajeev Shukla has finally announced today that IPL has been suspended for this season. While the recent spike in COVID cases has brought our country to a grinding halt and forced every sporting activity to be either postponed indefinitely or cancelled, IPL continued, becoming an escape from the grim reality for many. It was acting as a bandaid on our wounds -- temporary yet effective. IPL is also one of the biggest advertising carnivals and this year, reports indicate that more brands have invested in the tournament. According to TAM Sports, average ad volumes during the first 22 matches of IPL 14 grew by 2% compared to IPL 13. Tally of categories grew by 10%, whereas count of advertisers and brands decreased by 3% and 9% respectively in IPL 14 than IPL 13. When brands started buying ad spots on IPL and bidding on the sponsorship deals, the COVID cases in India were going down and the economy was improving. Advertising agencies usually work on their IPL pitches for at least two months and spend many sleepless nights executing their ideas. Media planning and buying agencies also wait for IPL to buy the best deal for their clients. However, the situation is getting severe with each passing day. Given the gravity of the pandemic in India, there has been an ongoing debate on whether IPL should be pulled down. Now, after a few players have tested positive and the bio bubble has been breached, BCCI has decided to suspend IPL. We reached out to experts to understand how cancellation of IPL can impact brands. Vani Gupta Dandia, Founder, CherryPeachPlum Growth said cancellation might add to consumers' anxiety. "I understand there are a lot of us in dire circumstances but canceling IPL doesn't help people get well. It's a welcome distraction from the otherwise grim news we're inundated with. Cancellation will also cause further anxiety and fear - we need some markers of normality. Lives, livelihoods, and mental wellness are all important in equal measure," said she. Lloyd Mathias, Business Strategist and former Marketing Head of PepsiCo, Motorola and HP APAC said, “The continuation of the IPL amidst the pandemic is questionable now, given that the secure bio bubbles have been breached. But even aside from this breach, the continuation points to a certain disregard for the suffering and misery millions of Indians are facing.” A Duff &amp; Phelps’ report had recently said that the value of the IPL Ecosystem was estimated to be impacted by nearly $1 billion only due to cancellation and without capturing the impact of the economic slowdown that might follow. Last year too, the pandemic had made a dent on the league. The IPL Ecosystem’s value plunged by 3.6% to Rs 45,800 crore during season 13 from Rs 47,500 crore IPL 2019. The report further said that this was largely due to Vivo pulling out of the title sponsorship deal, additional costs involved to create a secure bio-bubble environment, lack of gate receipts, etc. The individual franchisees also saw a reduction in their brand values in 2020 compared to 2019, largely 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 and off-the-field issues. The new sponsor, Dream11, had entered at a steep discount, and the IPL had to take a hit of Rs 218 crores in sponsorship revenues in 2020. However, Mathias reminded us that BCCI insures IPL. “If the IPL does get called off at this stage it will certainly hurt financially, but remember the BCCI is a very rich body, and this financial loss is an insignificant price to pay in comparison to the larger catastrophe all around. Also, insurance may help cover part of the damages, suffered by the teams, the sponsors, and the broadcaster,” said he. Star Sports has roped in 18 sponsors and over 100 advertisers across multiple brand categories and many small businesses have invested a large amount of their marketing budget on IPL this year. BCCI has also gone all out in its bid to host IPL this year. According to media reports, BCCI is slated to earn Rs 3,500 crore in advertising revenue from the 2021 season. Star charged around Rs 8 to 10 lakh for a 10 seconder last year. Star has previously charged brands Rs 25 lakh for 10-second slots during the India vs Pakistan ICC World Cup match and between Rs 16 to 18 lakh for other World Cup matches. In comparison, the IPL ad charges are still reasonable but the rates are among the costliest for a programme in the country. So, how badly will this hurt Indian brands? Karthik Srinivasan, Social Media Expert and Independent Brand Consultant, answered, “I don't think the brands, per se, would be impacted, not at least in terms of branding. They are already hugely affected in terms of demand, and sales, because the 2nd wave has washed over everything else.” Three days before IPL began, the number of positive cases in India had crossed 1,25,89,067, and the death toll stood at 165K -- and it was growing with each passing day. Harish Bijoor, Brand Guru and Founder, Harish Bijoor Consults Inc said that brands would have analysed every situation before the tournament began. Bijoor said, “The pandemic is all about uncertainty. IPL and its fixtures are part of this uncertainty. Yes, brands will have their plans tampered with, especially with IPL money outlays kept in mind. However, the important point is that health comes before everything else. The bubble has burst to an extent. The bubble format of IPL has been breached with yesterday's incident. Brands have to grin and bear it. In reality, nothing is a surprise anymore. Brands have visualised this possibility, and it has been factored into plans for sure.” Vani Gupta Dandia, on the other hand, shared how months of hardwork will go down the drain if IPL is canceled. "After 2020 a lot of pent up demand was expected to manifest in 2021. After a disappointing 2020, advertisers were betting big on IPL. Spots were booked early this year, when there was hope of the COVID pandemic ending in 2021. IPL in particular brings the house together- everyone loves cricket. Annual plans and quarterly targets are constructed around the spurt in demand expected from the advertising spends on IPL. So cancellation at this stage will mean desperate scrambling to rework the media plan, besides losing time." <cmsannotation type="cmsannotation" annotationid="Alternative strategy" text="Alternative strategy">Alternative strategy</cmsannotation> Experts we spoke to said whether IPL continues or not, brands should reconsider advertising during what is possibly one of the worst calamities we have faced in recent times. Srinivasan highlighted how ad spend will be a smaller wound but rebuilding reputation might take eons. “The brands continuing to advertise happy, nice things to buy would, at one point, seem utterly insensitive and out of touch. So, in a way, IPL being cancelled is perhaps for the best for these brands, despite the money being invested. After all, reputation is more important than money in the long run, and the brands being presumed to be insensitive and out of touch with the horrendous reality unfolding in our country, is far worse for them,” said Srinivasan. Mathias also said that functional advertising can wait. “It would be wonderful if the IPL uses its reach and financial muscle to amplify and help people. Teams, sponsors, cricket stars can come together and pledge part of their incomes to support this humanitarian disaster. This will also help reduce the valid feeling of the IPL’s tone-deafness, to the misery all around. And yes, for brands the best thing to do in the present circumstance is to help with relief in any way possible – from financial, procuring much needed medical supplies, to using their media assets to amplify SOS and help messages,” said Mathias. *Article updated at 1:15* <div type="Article" hostid="261" msid="82294452" title="Experts share the ideal ways in which brands can advertise during the second Covid-19 wave in India" mstype="2" mssubtype="0"></div>

As BCCI suspends IPL 2021, experts share how it could impact the ad, marketing and the entertainment world

The <keyword id="6354831" type="General" weightage="20" keywordseo="indian-premier-league" source="Orion">Indian Premier League</keyword> is probably one of the few businesses in India that will remain unaffected by soaring inflation, a global pandemic and rising interest rates. After the recently-concluded media rights auction, it is gonna be raining money for its <keyword id="97291" type="General" weightage="20" keywordseo="Franchises" source="Orion">franchises</keyword>. <div type="image" title="It&amp;#39;s gonna be raining money for IPL franchises" msid="92263245" hostid="261" caption="&amp;lt;p&amp;gt;It&amp;#39;s gonna be raining money for IPL franchises&amp;lt;/p&amp;gt;"></div> The Board of Control for Cricket in India (BCCI) will walk home with ₹48,390 crore after the record-breaking bidding concluded on June 14. With this, India’s biggest sporting event has witnessed an <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">increase of 3x</a> when compared to the previous cycle, with the National Football League ahead by a small margin at <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">$17 million.</a> <div type="image" title="IPL has witnessed an increase of 3x when compared to the previous cycle" msid="92263276" hostid="261" caption="&amp;lt;p&amp;gt;IPL has witnessed an increase of 3x when compared to the previous cycle&amp;lt;/p&amp;gt;"></div> <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">Disney-Star</a> retained the rights for television for ₹23,575 crore, while India’s richest man <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">Mukesh Ambani’s</a> Viacom18 bagged two and half bundles for ₹23,750 crore including digital, non-exclusive digital rights and a few international countries. New winner Times Internet shared the international mandate with Viacom18. <div type="image" title="IPL value has nearly tripled to `48,000 cr" msid="92263293" hostid="261" caption="&amp;lt;p&amp;gt;IPL value has nearly tripled to `48,000 cr&amp;lt;/p&amp;gt;"></div> Apart from the media winners, the two biggest beneficiaries of the recently-concluded auction would be the <keyword id="6354312" type="General" weightage="100" keywordseo="ipl" source="Orion">IPL</keyword> teams and their franchise owners. The economics of IPL BCCI collects massive revenues from broadcasters and Over-the-top (OTT) platforms by selling media rights. It deducts its share and a big chunk of its revenues are then shared with the IPL teams. Franchises get a guaranteed <a href="https://www.businessinsider.in/business/corporates/news/zee-and-sun-tv-might-not-have-won-ipl-media-mandates-but-heres-how-they-will-benefit-from-the-ipl-auction/articleshow/92223279.cms">40-50% revenue share</a> (share of ₹48,000 crore for the next cycle) from IPL’s central contract revenue pool. The final winning team of the season walks home with the biggest share of BCCI profits. Now, after the latest auction, IPL value has <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">jumped </a>by <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">3x to ₹48,000 crore</a>, which means franchises will get a bigger cut in profits from BCCI. According to financial advisory firm Elara Capital, the average revenue of all IPL teams is likely to grow 2x in the next five years. <div type="image" title="Average revenue of IPL teams" msid="92263336" hostid="261" caption="&amp;lt;p&amp;gt;Average revenue of IPL teams&amp;lt;/p&amp;gt;"></div> For the next cycle of IPL 2023-2027, 10 teams will get on the battleground which include two new teams Gujarat Titans and Lucknow SuperGiants. The fee and revenue share for high-demand teams like Mumbai Indians, Chennai Super Kings, Delhi Capitals is more than others as they hold better revenue potential – both in terms of sponsorship and gate receipts. Elara Capital predicts that after the recent auction, Mumbai Indians’ revenue will jump by 109.1% from ₹3,836 million to ₹8,020 million and Chennai Super Kings will see their revenue jump by 124.9%. On the other hand, Royal Challengers Bangalore and <a href="https://www.businessinsider.in/business/corporates/news/zee-and-sun-tv-might-not-have-won-ipl-media-mandates-but-heres-how-they-will-benefit-from-the-ipl-auction/articleshow/92223279.cms">SunRisers Hyderabad</a> will see the biggest hike by 133.8% and 138.4% respectively than their previous revenue collection. Among the listed companies behind key franchises, Sun TV Network, Reliance Industries, and United Spirits will witness a growth in their market capitalisation as the value of their IPL teams improve. As per a recent poll conducted by <a href="https://bit.ly/3nD94g5">Stocktwits</a>, 51% are bullish on media stocks after the IPL auction. <div type="image" title="Are you bullish on media stocks?" msid="92263366" hostid="261" caption="&amp;lt;p&amp;gt;Are you bullish on media stocks?&amp;lt;/p&amp;gt;"></div> <keyword id="99282" type="General" weightage="20" keywordseo="IPL-franchises" source="Orion">IPL franchises</keyword> also earn from brand sponsorships, prize money, ticket sales revenue, and merchandise sales. Brand sponsorship Apart from media revenue discussed above, IPL franchises generate a sizeable part of their revenue through brand sponsorships. Franchises tie-up with brands to offer visibility to the brand by endorsing their logos on their jerseys, headgear and team kits. Bigger the logo, the more the money brand has to shell out. Teams also earn from other tournament-related marketing activities organised by their sponsors. Sponsorship revenue reportedly forms around <a href="https://www.businesstoday.in/latest/trends/story/how-ipl-owners-teams-franchises-make-money-all-you-need-to-know-294481-2021-04-27">20-30%</a> of revenue for an IPL team. Ticket sales The global pandemic affected India’s biggest sporting gala in 2020 and 2021. However, it was back with a bang this year. Now that the stadiums are full of spectators again, a small portion of ticket sales will be offered to sponsors and the BCCI, the rest goes into the team’s wallet. The ticket prices are determined based on the seating capacity of the stadium, the excitement around the event, the standard of living in the city, and so on. Ticket revenue reportedly forms around <a href="https://www.businessinsider.in/heres-how-ipl-franchises-makemoney/articleshow/51727135.cms">10%</a> of revenue for IPL teams. Prize money BCCI offers a colossal amount of prize money to the winning team. In 2018, IPL champion Chennai Super Kings took home ₹20 crore in prize <a href="https://www.cnbctv18.com/sports/ipl-champion-csk-takes-home-rs-20-crore-prize-money-kkr-bags-rs-125-crore-11122742.htm">money</a>. Merchandise sales As per a ResearchAndMarkets report, India's sports equipment and apparel market is estimated to be $28 billion in 2022 and reach $40.6 billion by 2027. Each franchise sells merchandise that includes T-shirts, Caps, Wrist watches and so on and gets a share of money collected from consumers.

SIMPLY PUT: How IPL franchises make money

<ul><li>To emphasise the message of learning from mistakes, Unacademy's film uses the soundtrack of ‘Remember (Walking In The Sand)’ by <keyword id="12295282" type="General" weightage="20" keywordseo="george-morton" source="Orion">George Morton</keyword> and gives it a quirky twist in the voice of Jaaved Jaaferi and Tiara Arpit. </li><li>The song ‘Oh No’ has been chosen specifically to reiterate the message that before you say ‘Oh No’ to the mistakes, don’t forget to take a step back and embrace the learnings.</li></ul>Unacademy has unveiled its IPL film for this year, titled ‘Mistake - The Greatest Teacher,’ commemorating its second year of association with the Indian Premier League as an official sponsor. In keeping with its precedent, the film draws an interesting correlation between cricket and education, with an inspirational message for its young viewers. The film equates on-field misses in cricket with academic mistakes and urges Learners to embrace obstacles and learn from them. Unacademy’s new IPL film retains the flavour of the last IPL ‘Cracking the Game’ film and begins with the quintessential question, “IPL se kya seekha?” The 70-seconds long clip starts with cricket legend and Unacademy brand ambassador <keyword id="6354267" type="General" weightage="20" keywordseo="sachin-tendulkar" source="Orion">Sachin Tendulkar</keyword> asking the fundamental question and then cuts to a Learner who introduces the theme of the film, which is learning from mistakes. The narrative then intersperses match moments comprising missed catches, failed run outs, miss fields, and other embarrassing incidents with cutaways of Learners. As the film weaves through these highlights, it drives the message that making mistakes is an inevitable part of learning and it’s important to take every obstacle in your stride. <div type="Youtube" id="HYeJfzLDL20" title="Mistakes - The Greatest Teacher" thumbUrl="https://i.ytimg.com/vi/HYeJfzLDL20/mqdefault.jpg"></div> To emphasise the message of learning from mistakes, the film uses the soundtrack of ‘Remember (Walking In The Sand)’ by George Morton and gives it a quirky twist in the voice of Jaaved Jaaferi and Tiara Arpit. The song ‘Oh No’ has been chosen specifically to reiterate the message that before you say ‘Oh No’ to the mistakes, don’t forget to take a step back and embrace the learnings. The film shattered viewership records within six hours of its release, garnering over 15 million views across social media and digital platforms, with overwhelming positive reviews. Twitter alone accounted for over 3.9 million views, making this yet another successful marketing initiative for the EdTech major, who has given viewers some their most memorable marketing films in recent times such as the Unacademy Believe film, Sachin Tendulkar tribute video - The Greatest Lesson, Women’s Day - Teach Them Young film, IPL - Cracking the Game film and a series of quirky IPL TVCs, among others.

Unacademy’s new IPL ad inspires the audience to learn from their own mistakes; garners 15 million views across social media channels

<ul><li><keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">VIVO IPL 2021</keyword> is just three days away and our country has surpassed 1 lakh mark in daily COVID-19 cases.</li><li>With high interest from advertisers this year and consumers back at home in Maharashtra, will <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword> beat its previous records? We speak to digital, media and brand experts to find out.</li></ul>At the time of writing this report, the number of positive cases in India have crossed 1,25,89,067, and the death toll stands at 165K+. And the number is growing with each passing day. At the same time, nearly 80 million doses have been given so far and the vaccination drive has been steadily expanding in our country. So, there’s a mixed feeling of terror and hope in the air and consumers are trying to make sense of this new normal. When brands started buying ad spots on IPL and bidding on the sponsorship deals, the COVID cases in India were going down and the economy was improving. However, it seems like we are back to square one. So, with IPL around the corner, which has seen a lot of interest from the brandverse this year, will consumers reciprocate? “On the back of a year-long hiatus for sporting events, and the continued challenges associated with Covid, this year will naturally suffer its consequences. Low or no spectator events and a lower advertiser interest will also have a lower revenue for IPL. TV which gives the maximum for such sporting events will continue to have high interest among avid fans of the game and format, but the casual watcher will probably opt-out,” said N. Chandramouli, CEO, TRA Research. Last year, IPL broke its viewership record in the opening week itself, as revealed by BARC and Nielsen. Dream11 IPL’s viewing minutes had increased by 15% than 2019, that is 60.6 billion viewing minutes across 7 matches and 25 channels in 2020. The opening match with Mumbai Indians and Chennai Super King garnered an average of 52 million impressions, which is 29% more than 2019 and 158 million viewers watched the match. And now that we have moved into a semi-lockdown mode with entertainment outside the home taking a backseat, Rupak Ved, Chief Operating Officer, Logicserve Digital thinks that brands will shift their monies to digital mediums. Consumers will rely on television and OTTs for their entertainment dose and IPL will benefit. Ved said, “To a large extent, consumers and brands have got used to living life along with the threat of covid. Both have gone through different phases of ‘Shock-Adapt-Growth.’ And cricket is more than a sport in our country. With that, the biggest cricketing event - IPL, is a sentiment, it is an expression. It connects friends, family and the country! We looked forward to IPL even when there was entertainment outside the premise of the 4 walls of our residence! This year it will be even more special. IPL definitely improves sentiment in the country, we saw it just 6 months back and I feel that history might repeat itself here. Also, with vaccination catching pace, it will definitely add to the positive sentiment. Brands will surely subscribe to this. They have realised that digital is the only way to now reach a consumer who would be found more virtually than physically. The monies of physical advertising - OOH, cinema, BTL etc would be ploughed back to digital. To keep the consumer sentiment positive I feel IPL will be a great prescription.” Ahmed Aftab Naqvi, CEO and Co-Founder, Gozoop believes that this year will bring in extraordinary success for the broadcaster and Disney+ Hotstar by breaking previous records. He said, “The past 12 months have been painful and stressful for many in different ways and IPL provides that window of entertainment that acts like a pain relief spray — temporary yet effective. So not just repeat last year's success, I say it will exceed it. IPL drives 1.2X better results as per studies. This has been proven year on year. Also, it has proved to deliver an 8-9% uplift in the awareness &amp; consideration metrics across all categories.” Adding how IPL will also improve consumer sentiment, Naqvi said, "The sentiment around COVID at the moment is that of acceptance. Last year, it was fear and uncertainty as it was completely alien. Businesses are better equipped to make sense of their marketing spends. IPL would be something that people would, in fact, look forward to in case they are stuck at home and categories like mobile gaming, ed tech will see a big rise. Digital businesses will have an upper hand as well over everyone else." Considering that the current situation of the country seems to mirror that of 2020, Mitchelle Jansen, AVP Operations (West), WATConsult is confident that the same consumer trend will be similar to last year. She said, "The cliche that holds true for India is that "Cricket is a religion here" and when you're forced to stay in and your life is full of restrictions and limitations, you're sure to turn to cricket for comfort and some sense of normalcy. That's exactly what happened in 2020 which led to some amazing viewership numbers for Star India. Given the current scenario, history might just repeat itself, but only time will tell. Let's grab our popcorn and watch the game unfold." Looking at the advertiser interest for IPL 2021, Priti Murthy, CEO, OMD India is confident that this year will beat IPL 2020’s viewership and ad revenue records. “The rate at which TV ad inventory is being sold, it looks like IPL 2021 is slated to be a bigger success than last year. The opening markets, an economy in bounce-back mode, and the general sporting excitement that started picking up with the India-England series – these are some aspects that show promise for this season of IPL. Speaking strictly numbers, according to reports, the projected ad revenue for 2021 is set to be around Rs 400 Cr higher than 2020. That is quite a positive indicator,” said Murthy. <cmsannotation type="cmsannotation" annotationid="Advertiser interest" text="Advertiser interest">Advertiser interest</cmsannotation> Star Sports has already roped in 18 sponsors and over 100 advertisers across multiple brand categories and according to Anil Jayaraj, Executive Vice President, Star Sports, the interest among advertisers has only grown with each passing year. Disney+ Hotstar, on the other hand, has onboarded 10 sponsors so far for VIVO IPL 2021. As per media reports, Star charged around Rs 8 to 10 lakh for a 10 seconder last year. Star has previously charged brands Rs 25 lakh for 10-second slots during the India vs Pakistan ICC World Cup match and between Rs 16 to 18 lakh for other World Cup matches. In comparison, the IPL ad charges are still reasonable but the rates are among the costliest for a programme in the country. With summer brands increasing their ad budgets, experts are hoping that consumer sentiment will improve once IPL begins and sales will follow. It is also supposed to bring the advertising industry back on track. Telling us what kind of interest the clients have shown this year, Murthy said, “With respect to our clients specifically, they have looked at IPL in terms of two classifications - IPL on TV and IPL on Disney+ Hotstar, and based on these budgets and KPIs, brands have selected what’s most meaningful to them and what makes most sense for them specifically. Certain brands have chosen to stay out too, preferring to explore other cricket opportunities that will come post IPL. As a big-ticket property, and boosted by high viewership both via broadcast and streaming, with the added factor that summer brands are on the bandwagon now, this April’s IPL will definitely help boost adex, and as the total inventory gets sold, the numbers will become clearer.” The categories of advertisers this year include Edtech, Fantasy Sports, Beverages, Pay Wallets, Home Décor, Auto, Telecom, Consumer Durables, FMCG, Financial Services amongst others. According to media reports, 80% of inventory has already been sold. Star usually keeps some inventory for later, but this year, they plan to sell the entire thing in the beginning only. A digital media expert said the reason behind this is high demand as brands are using every opportunity they can to connect with consumers and bounce back. The spokesperson said, “A lot of brands have witnessed massive growth in revenues after taking up sponsorships with IPL last year when the entire market had slowed down. It’s only natural to learn from that and take action proactively this year. Also, the difference between IPL in 2020 &amp; 2021 was just a matter of 4 months, and hence this kind of demand and all spots filling in early.” At the same time, Duff &amp; Phelps’ report suggests 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. Chandramouli said that IPL 2021 will not be able to beat 2019. He said, “It is unlikely that either viewership or ad volume records will be broken this year. While the advertising budgets of brands are beginning to get better, they are nowhere close to what they used to be in mid-2019. Even IPL is likely to see smaller and newer advertisers with a few of the bigger brands that will remain a part of IPL due to FOMO.”

As India faces a second wave of COVID-19 infections, will VIVO IPL 2021 repeat last season's success?

<ul><li>Known for wearing his heart on his sleeves, Virat Kohli is always batting for sixes when it comes to marketing and brand endorsements.</li><li>As per Duff &amp; Phelps, a Kroll business, his brand value also remained steady at $237.7 million in 2020.</li><li>With the ongoing Indian Premier League, we talk to experts to find out what makes Royal Challenger Bangalore’s Captain Virat Kohli Indian brands favourite endorser.</li></ul>Virat Kohli, the flamboyant Indian skipper who enjoys a massive fan base across the globe, has not only emerged as one of the most gifted cricketers on the field, he is also India’s favourite brand endorser off the field. Known as the ‘run and the record machine,’ Kohli retained his top position for the fourth time in a row in Duff &amp; Phelps’ ranking with a brand value of $237.7 million in 2020. In the brandverse, he has beaten the Khans and left the whole Bollywood far behind in the last four years. He is the only sports celebrity on the top 10 list this year. Even during IPL commercial breaks, he is one of the most visible faces on television with more than 17 brands in his kitty. As per IPLomania, a syndicated study from Hansa Research, Kohli is one of the most highly-rated players in the IPL. His popularity across performance parameters, as well as image attributes, have already surpassed those of Dhoni who has unequivocally been the biggest star in the IPL over the years. India is a country that worships cricket. IPL brings a great opportunity for brands to connect with their consumers and it is during this extravaganza that celebrity endorsements see a spike on television. According to TAM Sports-IPL 13 Advertising Report, the total number of celebrities seen in ads during the IPL went up by 92% for the first four live matches, as compared to the 2019 edition. The demand for cricket celebrities is also increasing over the years. The report further stated that IPL 2020 witnessed 18 sports celebrities in ad films during the first four matches. In 2019, only four sports stars were seen during the same duration. Kohli was the second most visible celebrity during IPL season 13, contributing 16% to the ad volume. As per media reports, Kohli is also the highest-paid athlete and apart from cricket, he earns a majority of his net worth from brand endorsements. Duff &amp; Phelps and Hansa Research told us that Kohli is expected to earn around Rs 10-12 crore or $20 million per endorsement on an average. So, what makes Kohli so popular? N. Chandramouli, CEO, TRA Research said, “Virat Kohli has established his credentials with panache in his earlier cricketing innings and the seeds of his popularity lies in that. His records in today’s day of fast cricket are quite commendable too. Though he has among the lowest percentage wins as Captain of any league team, his personal performance has been extremely good and makes him desirable as a brand ambassador. The value of Virat is linked to RCB victories, but a cricket celebrity is no longer just limited to the game, and his versatility has been useful for him. While Virat has a few more cricketing years left, other talents like Devdutt Padikaal are emerging, and as we know NILF (Nothing In Life is Free), so as long as Virat continues to score in the game, he will score with the brands and fans.” “He has emerged as the primary choice of product brands to engage and attract consumers. Not only has Kohli amazed the audience with his professional laureates, his personal life has also always been in limelight. Be it his strict fitness regimen or his ‘family man’ image, many product brands have associated with Kohli to capitalize on the perception he has created over the years. Even though he may not perform at the top on the cricket field at times, he is still the most loved celebrity in the brand verse owing to the additional qualities and quirks he brings to the table, which resonates well with the product’s brand image,” said Aviral Jain, Managing Director, Duff &amp; Phelps. Kohli represents brands across categories, as mentioned below in Duff &amp; Phelps 2020 report. Some notable endorsements signed by Virat Kohli include Great Learning, iQOO, Iqoo Smartphones, Lafarge, Max Life Insurance and Vizecare. Additionally, he has been endorsing brands like Colgate, Google, Hero, Puma, Vicks, etc. He was also recently appointed as the brand ambassador by IPL’s title sponsor Vivo. Telling us what inspired the brand to choose Kohli amongst other IPL team captains, Nipun Marya, Director - Brand Strategy, vivo India said, “Cricket in India is not just a sport. It is an emotion that binds the nation together. Virat Kohli steers this passion for the sport well through his commitment and winning mentality. When it comes to making the real difference in a Cricket match, Virat is the undisputed king. His strong character on the field and captivating charm make him bring joy to millions of cricket fans worldwide, making Virat a perfect choice for vivo. The idea behind associating with a sports youth icon like Virat is to better connect with our consumers. With Virat Kohli's association, we aim to reach the millennials and technologically driven consumers, the key audience for us." Brand Endorser, another syndicated study by Hansa Research, validates Kohli’s celebrity status. A comparison of ‘Celebrity Scores’ across various parameters – Recognisability, Personality, Persuasiveness, and Likeability – puts Kohli in the same bracket as Amitabh Bachchan, Shahrukh Khan, Shahrukh Khan, and Mahendra Singh Dhoni, some of India’s most bankable celebrity endorsers. Comparing Kohli with other cricketers, V. Sudarshan, – CMO and SVP, Hansa Research said, “Virat Kohli is one of the most expressive cricketers, be on the ground or during interviews. Tendulkar was a Cricketing God for a nation that had hardly seen any sporting personalities as heroes that had a global reverence. Dhoni was a small town railway employee asserting himself by winning the world cup. Virat did neither, but has managed to become a modern role model for a new India that is unapologetically assertive and fiercely independent. In terms of performance on the field, both Tendulkar and Dhoni were superlative in their own right. This was a vital factor in their stardom and the resulting marketability. Virat has not only matched it but, arguably, gone even further in dominance. He could be one of the first batsmen to be a genuine master across all formats – Tests, ODIs, &amp; T20s. Virat’s consistency in performance, and resonance with the youth could be seen as the key ingredients that make him such a sought after sports celebrity in India.” Sudarshan also told us that Kohli earns massive amounts of money via endorsements of brands like Puma, Audi, MRF, Colgate-Palmolive, Tissot and has done shoots for many personal care companies as well. MRF signed Kohli in 2015 for a three-year period, where he reportedly received ₹8 Crore per year. <cmsannotation type="cmsannotation" annotationid="Kohli’s charm on social media" text="Kohli’s charm on social media">Kohli’s charm on social media</cmsannotation> Kohli’s social media following also increased by 46.3% from 112.8 million in 2019 to 165.0 million in 2020, revealed Duff &amp; Phelps. He has been engaging with his fans frequently through live sessions, posts, reels, etc. Here’s how his Social Media following has grown across Facebook, Twitter and Instagram over the last 3 years. “This massive social media following adds to the potential consumer base for the associated brands, especially during the lockdown when most of the brands had little to no access to the traditional channels of advertisement. As per data from Hyper Auditor, his quality audience has increased by 66.6 percent from 41.9 Mn in 2019 to 69.8 Mn in 2020. Moreover, Kohli has been engaging with his fans frequently through live sessions, posts, reels, etc. His engagement per post also increased from 2.2 percent in 2019 to 2.8 percent in 2020,” said Jain. <cmsannotation type="cmsannotation" annotationid="Will RCB’s performance impact Kohli’s brand image?" text="Will RCB’s performance impact Kohli’s brand image?">Will RCB’s performance impact Kohli’s brand image?</cmsannotation> Kohli’s IPL team, RCB’s brand value declined by 9.9% in 2020. Considering that brands chase numbers and eyeballs, will this decline in the team's value impact Kohli’s net worth this year? Jain explained, “RCB’s value decreased largely due to the impact of pandemic last year. While RCB’s value declined last year, its value may have been further impacted had RCB not leveraged heavily on Brand Kohli. A large portion of RCB’s ability to generate sponsor interests (even after below average on-field performances) is due to their association with Virat Kohli. Virat has been signed as brand ambassador of many brands since cricket has mass appeal, and fans worship him for his expertise, consistent performance and excellence in all three formats of cricket. However, his following is dependent on a lot of factors besides his professional excellence. Thus, while we agree that brands chase numbers, Virat’s brand value may not be materially impacted by the decrease in RCB’s value. Kohli’s brand image, relatability and followership continue to remain strong and we expect the same trend going forward.” Sudarshan also said that Virat Kohli’s popularity is not dependent on RCB. In fact, it’s the other way around. “RCB has been able to sustain its popularity (despite an indifferent IPL performance) because of Virat Kohli. Players like Virat Kohli and Dhoni are not dependent on the IPL to enhance their earning potential. Rather, it is the IPL that becomes a more marketable property for brand, because of the presence of such players in the league,” he added. While only time will tell whether Kohli’s RCB will bring back home ‘team of the year’ title, he will continue to be the favourite celebrity in the brandverse.

What makes Virat Kohli the most loved brand ambassador during IPL

<ul><li>Global sports brand Puma has signed a strategic 3-year partnership with <keyword id="6354506" type="COMPANY" weightage="20" keywordseo="Royal-Challengers-Bangalore">Royal Challengers Bangalore</keyword>.</li><li>Puma will have exclusive retailing rights to RCB’s take down and replica jerseys.</li><li>We speak to Abhishek Ganguly, Managing Director, PUMA India and Southeast Asia to find out more about brand’s objective behind choosing RCB and growth of merchandising in India.</li></ul>IPL has broken many viewership records in the past two years and cricket is considered a religion in India. However, the <keyword id="11013376" type="UNKNOWN" weightage="20" keywordseo="sports-merchandising-market">sports merchandising market</keyword> is still at a nascent stage here. As per Duff &amp; Phelps 2021 report, on an average, the IPL franchisees’ earnings from matchday revenues (including ticket prices, merchandising, and food and beverages) account for less than 20% of their overall revenues. Indian sports leagues are still young and haven’t created as much of a fan following as their Western counterparts. For example, European and American sports leagues last for eight to nine months in a year and IPL lasts for two to three months. Most of the global football teams such as Manchester United, Chelsea, Barcelona and Real Madrid’s merchandising revenue contribution is in the range of 15% to 20% of their total revenue, whereas in case of IPL, this may be less than 5% (as per Duff &amp; Phelps). So this year, Puma has entered into a 3-year merchandising partnership with Royal Challengers Bangalore. The global sportswear brand aims to accelerate the merchandising market’s growth in our country. Puma will have exclusive retailing rights to RCB’s take down and replica jerseys, adding pan-India merchandise reach for the franchise across retail and e-commerce channels. The collection will also include a fanwear range of polo tees, shorts, pants, flip flops and caps. Telling us more what the brand intends to achieve from their partnership with RCB, Abhishek Ganguly, Managing Director, PUMA India and Southeast Asia said, “We want to achieve three things. One, there is a commercial opportunity around merchandising, which we feel is still a bit under indexed in India. The sports culture is still work-in-progress, unlike football teams in more established sports countries. In India’s sports market, the merchandising is at a very nascent stage and we would like to substantially grow that with our RCB Association. We believe that with a global sportswear brand, RCB can really do a lot more on merchandising. And merchandising is very important as a part of fan engagement as well as building the culture of sport because if you follow a team or a player, you'd like to cherish and share merchandise. It's probably the most emotional connect that a fan has with the team. So, we see this as a big opportunity of growth for future. And third, we believe that the RCB fan base is substantial. And we would like to connect with that audience and engage with them.” According to Licensing International, in 2019, the global licensed sports merchandise market was valued at approximately $292.8 billion, and was forecast to reach a value of 33.99 billion U.S. dollars by 2023. In India, sports merchandising makes revenue of barely $18 million. Now that most fans would be watching the game from home, it would be an additional challenge for the merchandising industry. Sharing why it is important to boost merchandising for the growth of sports marketing, Ganguly said, “The team merchandise market in India is pretty restricted. Today, it's a Rs 50-60 crore market and we believe that our association can substantially add to this even in the first year. And for sports culture, it is very important that this market grows because this has a trickle-down effect in the overall growth of sports in India, because the more people follow their heroes and their teams, there will be kids who take to sport more seriously, because it creates that emotional connect with their favorite team and their favorite player. So, we believe that this is something that has to grow in India to become a more established sports market.” Puma’s RCB merchandise will be promoted through its social media platforms, website, exclusive stores, multi-brand channels, large format stores like Lifestyle and Shoppers Stop and even in RCB Bar and Café. This year also marks Puma's entry in the IPL again. Puma was around for the first few seasons and had exited the league for a while. According to media <a href="https://timesofindia.indiatimes.com/sports/cricket/news/after-puma-adidas-to-bid-for-kit-sponsorship-rights-of-india-cricket-team/articleshow/77415609.cms">reports</a>, Nike, Adidas and Puma were keen to pick up RCB’s kit sponsorship last year as BCCI had decreased the base price to Rs 61 lakh per game, down around 30% from the Rs 88 lakh which Nike was shelling out earlier. With the pandemic, RCB’s value also dropped from Rs 595 crore in 2019 to Rs 536 crore in 2020. However, in 2020, RCB’s Title Sponsor was Muthoot Fincorp and the other brands associated with the franchise were Myntra, Jio, Exide, Nuvoco, Astral Pipes and Balkrishna Industries Ltd (BKT). Telling us why Puma chose to partner with RCB, Ganguly said, “We decided to come back to IPL and when we were considering which team to associate with, RCB landed on our table as a very natural choice. First and foremost, we tracked the popularity of the brand. RCB team is popular not just in Bangalore and Karnataka, but across India. And we found it to be one of the most popular and most followed teams. We also saw that it has got some huge social media following, and high engagement rates. So that gave us an idea that the fans really have a strong point of view and association with the club.” Puma also has a 9-year brand endorsement deal with RCB’s captain Virat Kohli signed in 2017.

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