The IPL ‘Brand’wagon 2019


The razzmatazz of the Indian Premier League 2019 continues and over the years the event built a brand for itself that has drawn top cricketers from around the world. With billions of eyes glue to this sporting spectacle it has attracted leading brands. While the teams battle it out on ground for the coveted title, brands battle it out off-field for advertising space.

The title sponsorship was Rs.200 crore eleven years ago and now stands at a whopping Rs.2199 crore!  The 12th edition of the IPL is expected to break new records in terms of following and overall revenue. There has been a 25% rise in the overall spend as compared to the previous year. A testament to the exponential growth the franchise-based league now garners!

IPL sponsors are major contributors for the league’s financial success apart from the gate tickets and broadcast income. Lets take a close look at the categories: and IPL sponsors for 2019:

  1. Official Partners
  2. Co-presenting Sponsors
  3. Strategic Time-out Partners
  4. Associate Sponsors
  5. Others

Vivo finally took over the long reign DLF and brief stint Pepsi had with the IPL in 2018 and have been signed on till 2023. They bid a jaw dropping 2199 crores (a 544% increase) to bid for the title rights. The move by the brand was to also promote their premium smartphone Vivo V15 that they had launched just before the IPL campaign.

Taking the platform as official partners are Tata Motors (Tata Harrier), Hotstar VIP, Future Group (who also increased their contract by three in years in 2018), and Dream11. Dream 11 is the rising fantasy sports gaming company that went from 3,00,000 users in 2014 to 51 million users today! With this strategic title in the IPL 2019, the numbers are only going to skyrocket.

The co-presenter title allows brands to be features in both television broadcasting and all streaming platforms. PhonePe, Coca Cola, Oppo, and Vivo are IPL’s co-presenting partners for the year.

The official strategic timeout partner is tyre manufacturer, CEAT. This title ensures the brand features during the four 2.5 minute breaks during the matches. Asian Paints, Maruti Suzuki, Swiggy, Big Bazaar, Cadbury Dairy Milk, MRF, Polycab Wires, Vimal Pan Masala, Make My Trip, Voltas, MRF, Byju’s, Polycab Wires and Cable, Mobile Premier League (MPL) and Samsung QLED are some of the Associate sponsors for 2019.

Other IPL sponsors include the associate streaming sponsors like Maruti Suzuki, Flipkart, and Nestle’s Maggi. Paytm is the league’s official umpire sponsor from the year 2018 to 2023.

The teams and player jerseys are yet another advertising space that brands compete for. Here is a look at each team and their respective title, principal, associate and other sponsors.

Chennai Super Kings

Title Sponsor: The Muthoot Group

Others: India Cements, British Empire, Gulf, HIL, Jio, Frooti, Nippon Paint, Peter England, Nestle Milo, Right Lane club, Duroflex, Khadim’s, Zomato, Act Fibernet, Fever FM, Dream 11, Seven, Hello FM.

Kings XI Punjab

Title Sponsor:  Aaj Tak.

Principal Sponsors: Bageshree Infratech Pvt. Ltd., Jio, Fena, Royal Stag, Finolex, VIP.

Partners:  Kingfisher, Prayag, Beardo, T10 Sports, Welspun, Coca-Cola, Dream 11, Boat, The Souled Store, Cash Your Drive, Cricfig, BIG FM.

Kolkata Knight Riders

Principal Sponsor – Nokia.

Official Sponsors – Jio, Lux Cozi, Exide, Royal Stag, Greenply, Khadim’s, Asian Paints, Senco Gold & Diamonds, Astral Pipes.

Partners – Fever 104 FM, The Telegraph, Dream 11, Goibibo, Sprite, Sampark.

Delhi Capitals

Title Sponsor: Daikin

Others:  Apollo, Lotus Herbals, JBL Harman, Jio, HPL, Jetking, DTDC, TCL, Senco Gold & Diamonds, Coca-Cola, Kingfisher, Kross Bikes, Dream 11, Fortis, Fever 104, Zomato, Radio Nasha.

Mumbai Indians

Principal Sponsors:  Samsung, Colors.

Associate Sponsors: DHFL, Jio.

Official Sponsors: Kingfisher.

Others: Usha, Sharp, Taiwan, William Lawson’s, Burger King, Dream 11, Boat, Raw, New Era, BookMyShow, Radio City FM, Education & Sports For All (ESA), Fever 104, Performax.

Royal Challengers Bangalore

Principal Sponsors: Wrogn, Pillsbury.

Associate Sponsors: Valvoline, Domino’s, Nissin, Jio, Zomato, Duroflex, Single, Nerolac.

Official Partners: Goibibo, Max Life, Too Yumm, Duraguard, Pepsi, Kingfisher, Acko, Himalaya, Raw, DNA, Royal Challenge, iB Cricket, Fever FM, Zeven.

Rajasthan Royals

Principal Sponsor: JK Lakshmi Cement

Others:  KEI, Jio, Nerolac, Astral Pipes, Surya LED, Chawla Band, INOX, Alcis, Rajasthan Patrika, JK Sixer Cement, Kingfisher, Clearscore, Daikin University, Dream 11, SBI, Cricfig, Zomato, Mitashi, Yellow Panther.

Sunrisers Hyderabad

Principal Sponsor: Coolwinks

Other Sponsors: Rupa, Jio, Red FM 93.5, Nerolac, Astral Adhesives, Grado, Car2Drive, Sprite, Dream11, Kingfisher, Tyka, Apollo, Hylife, Mera Hoardings.

With the IPL becoming a goliath advertising landmark and soaring in popularity, it has inspired other sporting forms like Football, Kabaddi, Hockey, Badminton, and Volleyball to have leagues of their own. Brands have certainly capitalized on the IPL to drive their products nationwide!