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<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>Military clashes at the India-China border that led to negative sentiments in the country had resulted in Dream11 replacing Vivo in 2020 as IPL’s title sponsor.</li><li>In 2018, Vivo acquired the IPL title sponsorship for Rs 2,199 crore in a five-year deal. </li><li>This year, the brand is back as the title sponsor for IPL. </li></ul>On January 18, during <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword> auction in Chennai, IPL Chairman Brijesh Patel announced brand Vivo as IPL's title sponsor for the 2021 edition. The smartphone and technology company had been replaced by Fantasy Gaming Platform Dream11 in 2020. The move came after the BCCI and the IPL Governing Council were both criticised for retaining Vivo as the title sponsor amid the raging anti-China sentiment. According to media reports, Dream11 bagged the rights for Rs 222 crore, beating Byju's and Unacademy, who bid around Rs 210 crore and Rs 150 crore, respectively. As per GroupM’s ESP Properties, IPL 2020 sponsorship crossed the ₹500 crore mark last season.

Vivo India is back as title sponsor for Indian Premier League 2021

<ul><li>Following a public outcry over IPL’s association with Vivo India, the Chinese smartphone and technology brand, was suspended from the title last year. </li><li>Now that the brand is back as title sponsor for IPL 2021, we speak to brand experts to find out if there’s a chance of this association with the tournament backfiring for BCCI. </li></ul>Before the beginning of Indian Premier League season 13 last year, there was a storm of anger on social media as a reaction to the Indo-China border dispute. People were calling a ban on all Chinese products and uninstalling Chinese or China-funded apps. This anger was also projected on IPL over the tournament’s association with Vivo India. The Chinese smartphone and technology brand also bore the brunt as it was suspended from the title in 2020, despite signing a five-year deal with BCCI in 2018 for Rs 2,199 crore. It was replaced by Dream11, which bagged the rights for Rs 222 crore (approximately $29.7 million at that time). Now that the public resentment towards Chinese products has faded and after maintaining a low profile last year to cushion the blow, Vivo is back as the title sponsor for IPL 2021. In the last few months, as people have had more time to kill in India, many brands, actors and celebrities have been boycotted online. As a result, it has become increasingly tough for a brand to navigate through these volatile climes and launch even a slightly ‘controversial’ campaign or enter into a collaboration that could invite the infamous online trolls. So, after dealing with a public outcry last year, can the renewed association between IPL and Vivo India backfire at the parties involved? And can the partnership help Vivo build back its image? Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults inc, said, “Things come a full circle, as even this has! Vivo is back as title sponsor! This just means that it is business as usual as far as Chinese brands of every avatar is concerned. The common man never really bothered to check nationality of the brand in use. As the brouhaha settles, this means Vivo is back in the driver's seat as far as IPL eyeballs are concerned.” Last year, Dream11 IPL had set a viewership record with an overall consumption increase of 23% versus 2019 on Star Sports. Its television viewership reached an outstanding 31.57 million. Disney+Hotstar, on the other hand, had signed around 300 advertisers and had earned ad revenues in excess of Rs 300 crore despite the tournament being put behind the paywall. IPL 2020 had clearly showcased that it is pandemic-proof with the number of brands coming on board for sponsorship. So, with consumer sentiment picking up and advertisers opening their purse strings, IPL 2021 could be the biggest tournament we have seen so far, which can act as an image booster for title sponsor Vivo. Lloyd Mathias, Angel Investor and Business Strategist, said, “Vivo moved out as the <keyword id="1458693" type="UNKNOWN" weightage="20" keywordseo="IPL-Title-Sponsor">IPL title sponsor</keyword> in 2020 given the pressure on Chinese brands due to the Indo-China border conflict. Now with the situation getting better and the pandemic flattening out, it makes sense for them to make a comeback and up their marketing to full throttle. The 2021 IPL back in India, will mean big awareness and impact – just what they need to get back their salience.” With the geopolitical issues around the conflict in Ladakh moving in a positive direction, Ronita Mitra, Founder and Chief Strategist, Brand Eagle Consulting said that the sentiments towards the Chinese brands should also improve. Mitra said, "At a functional level, the Chinese brands including Vivo are valued for money brands making smartphones affordable for a large segment of the population. While patriotic sentiments had overtaken commercial and brand preferences and rightly so, consumers may be more open towards brands that are within their reach despite their Chinese origin. The visibility offered by IPL would certainly give Vivo a big boost in pulling up brand metrics as well as sales. Given that the country-level issues between India and China are settled to a significant extent, consumers will focus once again on the game and possibly not hold onto the negative sentiments against the Chinese brands including Vivo. Vivo coming back as the title sponsor may just be a win-win for both the brand and IPL. For IPL, the commercial gains will be huge as few brands can match the outlays that Vivo is bringing in." However, the social media world today can be rather unpredictable. Karthik Srinivasan, Social Media Expert and Communications Consultant advised the brand and tournament to act smartly and stay prepared. He said, “As long as the brand produces useful products (in this case, impressive phones, at good prices), I really doubt any other factor could affect its potential in the long run. The brand's primary function is to be useful to its target buyers. What's happening around the animosity between the two countries is beyond one brand's control. Unless the Indian Government completely bans Chinese-owned products (or services, like the way it did in the case of TikTok), I doubt there would be any material impact on the image of brands like Vivo. But, as we have seen that 'toolkits' are more widespread across the spectrum, there could be online campaigns mounted against the brand before or during the next IPL. But they would not matter to the larger world beyond social media.” <cmsannotation type="cmsannotation" annotationid="Can the partnership backfire?" text="Can the partnership backfire?">Can the partnership backfire? </cmsannotation> Now that the border dispute between China-India has cooled off and the common people of India have moved on with their lives, experts think that the partnership can only backfire if the tension escalates. On whether BCCI can get into trouble again, Srinivasan answered, “I do not think so. Unless the Government finds that a well-known body like BCCI working with a Chinese-owned brand is negatively impacting their response to the border crisis and intervenes by asking BCCI not to go ahead with the sponsorship, I don't think it should matter much to Vivo. There could be some online backlash (which could be engineered, of course) against players who endorse the brand as part of the overall deal, but these should not affect the brand's actual standing.” Bijoor, on the other hand, predicts that ‘there’s a chance of this backfiring.’ He said, “It is all dependent on the strident voices on China and chinese brands. If tensions deepen, if at all, there is bound to be a reaction once again. And the sponsor shall pay, as shall IPL itself I guess.” Mathias said, “Geopolitics can have a serious impact on business. However, it is difficult to predict as for now the border tensions have cooled off. Should there be any escalation of tensions, this may become an issue but that’s the chance the BCCI is taking, knowing fully well that they will be able to pull in a last minute sponsor – as they did in 2020.” Despite the slowdown, IPL continued to attract strong consideration from advertisers in 2020. After observing silence for around a year, coming back as IPL’s title sponsor can add to Vivo’s growth and bring back consumer trust.

What does Vivo coming back as IPL's title sponsor mean for BCCI and the brand?

<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

(Image: <a href="https://www.iplsn.com/amp/blog/no-ipl-2017-or-no-champions-trophy-2017-says-bcci">Source</a>) 
With money spinning all around, the <a href="http://www.businessinsider.in/how-does-ipl-make-money-lets-find-it-here/articleshow/58111135.cms">Indian Premiere League</a> is the best business model ever. Even at the bad times (read demonetization), when most businesses are struggling hard to get back to shape, the <keyword id="6354312" type="CITY" weightage="20" keywordseo="IPL">IPL</keyword> isn’t really bothered. For cricket crazy India, IPL is the best way to get high. 
 
<a href="http://www.businessinsider.in/how-does-ipl-make-money-lets-find-it-here/articleshow/58111135.cms">ALSO READ: HERE'S HOW MUMBAI INDIANS DANCE</a> 
 <keyword id="3186877" type="UNKNOWN" weightage="20" keywordseo="Sony-Pictures-Networks-India">Sony Pictures Networks India</keyword> (SPN), the official broadcaster of<a href="http://www.businessinsider.in/how-does-ipl-make-money-lets-find-it-here/articleshow/58111135.cms"> IPL 2017</a> has roped in <a href="http://www.businessinsider.in/how-does-ipl-make-money-lets-find-it-here/articleshow/58111135.cms">12 plus sponsors</a> for this season. According to media reports, the broadcaster is eyeing over Rs 1,300 crore of revenue from the series. Last season, SPN had bagged Rs 1,100 crore of revenue. 
 <keyword id="215177" type="COMPANY" weightage="100" keywordseo="Vivo">Vivo</keyword> has been the title sponsor of the IPL since 2015, after <keyword id="54572" type="CITY" weightage="20" keywordseo="PepsiCo">Pepsico</keyword> walked out before termination of their partnership. Ever since, the Chinese phonemaker has become synonymous to IPL in India. Also Vivo has replaced <keyword id="1731609" type="UNKNOWN" weightage="20" keywordseo="Oppo">Oppo</keyword> this year to bag the sponsor tag from this year. The long time sponsor <keyword id="15492" type="CITY" weightage="20" keywordseo="Vodafone">Vodafone</keyword> is in this season. Amongst these, <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> is also partnering as the third prime sponsor. 
 Ceat tyres, Vimal Paan Masala, Yamaha Motors, Parle Frooti, <keyword id="51958" type="ENTERTAINMENT" weightage="20" keywordseo="YES">Yes</keyword> Bank and Polycab are the associate sponsors of IPL 2017. 
 
Check out the slideshow below to find how much money these sponsors are plugging in this season.

How much money did Vivo, Vodafone
and other sponsors pump in IPL 2017?

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

<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

<ul><li>The <keyword id="6354756" type="UNKNOWN" weightage="20" keywordseo="bcci">BCCI</keyword>, last week, had decided to officially announce the suspension of the partnership with title sponsors Vivo. The move came after the BCCI and the <keyword id="6354312" type="UNKNOWN" weightage="20" keywordseo="IPL">IPL</keyword> Governing Council were both criticised for retaining Vivo as the title sponsor amid the raging anti-China sentiment. </li><li>The last date of submitting the expression of interest (EOI) is August 14, a statement from IPL said. </li><li>The final bid should be sent to BCCI on August 18.</li></ul>The <keyword id="81008" type="ORGANIZATION" weightage="20" keywordseo="Board-of-Control-for-Cricket-in-India">Board of Control for Cricket in India</keyword> (BCCI) on Monday invited third parties to express their interest in acquiring the title sponsorship rights for the 13th edition of the <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) to be held in United Arab Emirates (UAE) from September 19 to November 10. The last date of submitting the expression of interest (EOI) is August 14, a statement from IPL said. The final bid should be sent to BCCI on August 18. "Each EOI must be delivered by email to the following address: eoi@bcci.tv with the following subject line "EOI for Title Sponsor for IPL 2020" and must be received by 5.00pm IST on August 14, 2020," the statement read. "Any EOIs received after this deadline will not be considered unless BCCI decides otherwise at its sole discretion." "Post-delivery of the EOI, BCCI shall inform the Rights, product categories and entitlements to the interested third parties. The final bid should be sent to eoi@bcci.tv between 11 am and 1 pm on August 18, 2020. The above time schedule is subject to revision by BCCI at its sole discretion." The BCCI, last week, had decided to officially announce the suspension of the partnership with title sponsors Vivo. The move came after the BCCI and the IPL Governing Council were both criticised for retaining Vivo as the title sponsor amid the raging anti-China sentiment. "The Rights are available for the period from August 18, 2020 to December 31, 2020. Details regarding the Rights and product categories in which the Rights are available will be provided only to parties who submit the EOI and are found eligible," the statement said. "The turnover of the interested third party must be over Rs 300 crore as per the last audited accounts." BCCI President Sourav Ganguly had stated that Vivo's exit as title sponsor shouldn't be seen as a financial crisis. "I wouldn't call it a financial crisis," Ganguly said while speaking during a webinar organised by Learnflix, as per ESPNCricinfo. "It's just a little bit of a blip. And the only way you can do it is by being professionally strong over a period of time. SEE ALSO: <a href="https://www.businessinsider.in/politics/world/news/trump-was-rushed-from-the-briefing-room-by-secret-service-after-a-shooting-outside-of-the-white-house/articleshow/77474005.cms">Trump was rushed from the briefing room by Secret Service after a shooting outside the White House</a> <a href="https://www.businessinsider.in/careers/news/mckinsey-facebook-amazon-nokia-and-some-other-companies-looking-for-a-product-manager-right-now/slidelist/77464438.cms">McKinsey, Facebook, Amazon, Nokia — and some other companies looking for a product manager right now</a> <a href="https://www.businessinsider.in/business/startups/news/how-karan-bajaj-sold-his-less-than-18-month-old-startup-white-hat-jr-to-byjus/articleshow/77415329.cms">A WhatsApp message, six weeks of talks and a $300 million deal – how Karan Bajaj sold his less than 18-month old startup White Hat Jr to Byju’s</a>

BCCI invites IPL 2020 title sponsors after bidding farewell to Vivo

<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

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

<ul><li><keyword id="6357886" type="UNKNOWN" weightage="20" keywordseo="phonepe">PhonePe</keyword> has earmarked Rs 800 crore for marketing in this calendar year, which will include spends on a mix of ATL, BTL, TV, Digital marketing and other advertising mediums.</li><li>The platform has also roped in <keyword id="6354526" type="PERSON" weightage="20" keywordseo="alia-bhatt">Alia Bhatt</keyword>, who has joined <keyword id="6355923" type="PERSON" weightage="20" keywordseo="Aamir-Khan">Aamir Khan</keyword> as the brand ambassador and will feature in the upcoming ad films.</li><li>PhonePe is also the official co-presenting sponsor for the TV broadcast of <keyword id="8429435" type="UNKNOWN" weightage="20" keywordseo="VIVO-IPL-2020">VIVO IPL 2020</keyword>.</li></ul> Digital payments platform PhonePe has earmarked Rs 800 crore this year for marketing. It has just launched its new brand campaign 'Karte Ja. Badhte Ja' featuring actors Aamir Khan and Alia Bhatt. PhonePe is also the official co-presenting sponsor for the television broadcast of VIVO IPL 2020, and will be launching a series of TV ads during this IPL season. The five-week brand campaign is centered around PhonePe’s new tagline 'Karte Ja. Badhte Ja' and reflects the role played by the company in India’s progress by catering to the varied aspirations and needs of its 20 crore users across the country. The campaign showcases fast transactions, convenient payment modes, simpler investment options, the Switch platform providing one-click access to over 100+ apps and PhonePe’s wide acceptance at over 10 million offline shops. Commenting on the announcement, <keyword id="6518849" type="ORGANIZATION" weightage="20" keywordseo="sameer-nigam">Sameer Nigam</keyword>, Founder &amp; CEO, PhonePe said, “From small villages to busy metros, Indians are striving to progress and prosper. We see our platform as a trusted partner to those billion aspirations, bridging the digital divide and empowering Indians to transact conveniently and securely and aspire to do more and move ahead in life, one transaction at a time. Our vision is to liberate the flow of money and services so that everyone can unlock opportunities to progress at pace. Crafted with this belief, our new brand campaign is a reflection of everyday stories of progress with PhonePe. We are also excited to have Aamir Khan and Alia Bhatt as the face of our brand as they are a powerhouse of talent and appeal to Indians across the country. They are both inspiring and bold and personify values like integrity and trust that strongly resonate with the PhonePe brand.” Speaking on his continued association with PhonePe, Aamir Khan said, “PhonePe continues to innovate, grow and make digital payments and services safe and easy for millions of Indians. I am delighted to be a part of their amazing journey” PhonePe is also the official broadcast sponsor of VIVO IPL 2020. This is the second year in a row when the company has partnered with VIVO IPL which continues to be the biggest sporting event of the year in India. The current brand campaign will feature 4 TV commercials with Aamir and Alia, which will be spread across digital platforms, radio, print and cinema.

PhonePe to spend Rs 800 crore on marketing this year

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

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

(Image Credit: India Times) 
 Built on the same concept as the English Premier League of the west, <keyword id="6354831" type="ORGANIZATION" weightage="20" keywordseo="Indian-Premier-League">Indian Premier League</keyword> (<keyword id="6354312" type="CITY" weightage="20" keywordseo="IPL">IPL</keyword>) is quite different in terms of <keyword id="6355515" type="ORGANIZATION" weightage="20" keywordseo="Business">business</keyword>. With players getting adequate fees, sponsors getting their returns and audiences getting their dope – IPL are the best feasible business model ever. With the 10th edition of <keyword id="215177" type="COMPANY" weightage="20" keywordseo="Vivo">Vivo</keyword> IPL 2017running, we analyze why IPL is the most successful business model ever. 
 
According to a <a href="https://www.quora.com/How-does-IPL-work-financially">Quora</a> post, there are quite some steps to financial gains. 
 
Let’s find it here:

How does IPL make money? Let's find it here

This <keyword id="6354312" type="CITY" weightage="20" keywordseo="IPL">IPL</keyword> season is going to belong to mobile handset makers, who will hog the most airtime during the matches on official broadcaster Sony. Mobile brands like Oppo, Vivo, Lava, Micromax and LYF are not only going to advertise a lot during the T20 league matches, but are also sponsors of six out of the eight playing teams. Other than this, another brand Intex also owns a team. 
 
Oppo has signed up as the presenting sponsor this year, which means that it would take 240 seconds per match, the highest ever time slot in the IPL. Similarly, the other two presenting sponsors -Vodafone and Amazon - have taken 210 seconds per match. 
 
Like this year’s mobile brands, the last season of the IPL belonged to the ecommerce majors like Flipkart, Snapdeal, Amazon, CarDekho, Car-Trade, Paytm, Shopclues and Myntra, who brought around 23% of the total ad revenues for the broadcaster. 
 
"This year, the handset category is making up around 20% of our advertising revenues, the highest among all categories," says Rohit Gupta, president of Sony Pictures Networks. 
 
The reason why smartphone makers have overtook e-commerce companies is that the losses of some of the leading ecommerce players grew significantly over the past one year, forcing most of them to cut down on advertising costs. 
 
As per media planners, this IPL would give Sony around Rs 1,200 crore from sponsorship and advertising, as compared to just under Rs 1,000 crore in the last season of IPL. 
 
<a href="http://www.iplt20livecricket.com/wp-content/uploads/2016/03/IPL-2016-1.jpg">Image source</a>

Mobile handset makers to pay Sony around 20% of IPL ad revenue

If there is one player that wins in every match that is played in the Indian Premier League, it’s the official broadcaster <keyword id="6411012" type="COMPANY" weightage="100" keywordseo="Sony-Pictures">Sony Pictures</keyword> Networks India. 
 
This year as well, the channel is all set to win big in terms of advertising revenue, with a target of Rs 1,300 crore in advertising revenues from this year's Indian Premier League, as against Rs 1,100 crore that it earned in the last season. 
 
Also read: <a href="http://www.businessinsider.in/This-is-what-IPL-teams-would-have-been-called-if-they-were-named-honestly/articleshow/51825365.cms">This is what IPL teams would have been called if they were named honestly</a> 
 
Sony is close to achieving this target, having signed three more associate sponsors - Voltas, Havells and MakeMyTrip, making the total number of sponsors to 12, so far, with Vivo, Vodafone, Amazon as co-presenting sponsors and CEAT Tyres, Vimal Pan Masala, Yamaha Motors, Parle Agro's Frooti, Yes Bank and Polycab as associate sponsors. 
 
Also read: <a href="http://www.businessinsider.in/meet-mohammed-siraj-hyderabad-auto-drivers-son-bought-by-sunrisers-hyderabad-for-rs-2-6-crore-in-ipl-auction/articleshow/57267925.cms">Meet Mohammed Siraj, Hyderabad auto driver's son, bought by Sunrisers Hyderabad for Rs 2.6 crore in IPL auction</a> 
 
"We have locked in 12 sponsors now and talks with a couple of categories like payment gateways, auto and FMCGs are still going on," Rohit Gupta, president of network sales and international business at Sony Pictures Networks (SPN), told ET. "We have also got Reliance Jio and Oppo as large spot buyers, committing for more spots than even the associate sponsors. Between sponsors and spot buyers, we have 75% of the inventory already sold," he continued. 
 Last year, SPN had sold the entire advertising inventory even before <keyword id="6354312" type="CITY" weightage="100" keywordseo="IPL">IPL</keyword> began; however, this time at least 15-20% of the available spots will be kept aside to be used later. Another change in this year’s strategy would be an increase in the price, taking it to Rs 6,25,000 per 10 seconds from the earlier Rs 6 lakh. 
 
Also read: <a href="http://www.businessinsider.in/ipl-2017-msdhoni-is-no-more-the-captain-of-rising-punesupergiants-heres-who-replaced-him/articleshow/57234303.cms">IPL 2017: MS Dhoni is no more the captain of Rising Pune Supergiants. Here’s who replaced him</a> 
 
Sony has been officially broadcasting IPL since its inception in 2008, and this is the last year of the 10-year rights cycle. 
 
(Image source: Wikimedia)

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