Father: Ipl – What Tata Inning as IPL title sponsor means to the brand and the league The cricket tournament gives the company a bigger platform to reach consumers.
The Indian Premier League sees Tata Group as its new title sponsor, taking over from Chinese smartphone maker Vivo.
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The change is very similar to the title sponsor and the IPL, which is governed by the Board of Control for Cricket in India. Experts say it will heighten the national sentiment associated with the cricket tournament and help promote the brands of the Tata Group, which is increasingly playing the consumerist game.
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Lloyd Mathias, business strategist, said: “For the Board of Control for Cricket in India, it creates a good brand connection away from the geopolitical awareness of Chinese brands and even conflicts with gaming companies in some areas.” Former marketer at HP Asia-Pacific, Motorola and PepsiCo
While Vivo had signed a five-year deal as title sponsor after investing Rs 2,199 crore in 2018, it pulled out in 2020 due to growing anti-China sentiment in India and was replaced by online gaming company Dream11.
Tata Suns have shown interest in taking the IPL title rights for 2020 and are seen as top contenders. However, the company did not apply this year. Back then, Mathias said Tata’s association with the tournament could have boosted the IPL’s profile.
Now, with Tata gearing up to become the title sponsor, he said, “The move will affect Tata’s nationalism and the takeover of IPL ownership from a Chinese company will help strengthen that. “
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“Tata’s title sponsorship seems to validate the ‘Indian brand’ narrative of sponsoring the Indian Premier League,” said Pavan Padaki, author of Brand Vinci – Defining brand attributes.
Mathias said that IPL is one of the biggest platforms for any big brand that wants to reach Indian consumers.
“This is a unique opportunity for the Tata Group, which has significantly raised the consumer game, including acquisitions like Big Basket, 1mg, CureFit and Air India,” he said. .
The Tatas are likely to pay Rs 670 crore for the two-year sponsorship deal (2022 and 2023). The annual amount of Rs 335 crore is lower than the Rs 440 crore that Vivo was paying.
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The Chinese company will cover the shortfall and pay extra for games starting this year due to the addition of two new teams. The company will pay a 6 percent royalty to BCCI for terminating the contract before the five-year term.
While Tata’s association with the IPL is not surprising, especially with the organization sponsoring sporting events, tournament teams and training camps nationally and internationally, Padaki says it is ‘ raise some questions.
“Tata, an established heritage brand and a popular household name, wanted to express its name further? Is Tata trying to fix itself?” Padaki asked.
Mathias said that either way, as a big conglomerate, the Tatas could use the IPL as a good platform for many of their brands.
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The $103 billion Tata Group comprises 30 companies, including Tata Consultancy Services, Tata Motors and Tata Steel. The companies cover 10 verticals such as FMCG, energy and hospitality.
“The IPL is one of the most popular events in the Indian calendar and the experience of the last two years is that the IPL continues to attract huge television audiences despite the pandemic,” said Mathias. “IPL’s high television viewership over 14 seasons proves that it is a sustainable media asset and a highly volatile audience. For any brand existence, it is the perfect combination of entertainment and fun with a unique prime time exposure.
Last year’s 14th edition of the IPL gathered 380 million viewers to match number 35, 12 million more than IPL 2020 at the same stage, according to the TV audience measurement service Broadcast Audience Research Council India. Star India, the official broadcaster of the league, said that the first match of the 14th edition registered 42 percent viewership higher than the 12th edition.
For the 13th season, there was a 23 percent increase in minutes watched. BARC said in 2020 that IPL 13 became the first sports tournament to cross 400 billion TV viewing minutes.
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According to experts, high visibility and platform for new products. When IPL is announced, so is the name of the title sponsor. It’s never just IPL – they always say it’s “Vivo IPL” or “Dream11 IPL”.
Title sponsorship means that ‘IPL’ precedes the sponsor’s name wherever it is used – in the logo, the trophy, all PR statements, broadcast references, players’ jerseys and in the stadiums, Sandeep Goyal, Senior Advisor, Indian Institute of Human Brands, explained earlier. In this way, the brand will get high visibility and possibly high memory value.
According to reports, traffic for Dream11 increased by 44% in 2020 and the platform also gained 5.3 million users.
YouGov had the highest recall value of the IPL in the first five weeks of 2019 as a data collector. Another study, IPL Brand Effectiveness, by Kantar and media group Network Group M, reveals that Vivo was among the three most popular brands in IPL 2018.
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With exposure, IPL is a great platform for brand launches, according to IPL Brands Insights Book 2019 by Velocity MR, a market research provider.
According to experts, Vivo’s title sponsorship gamble has paid off. He attributed the increase in the company’s market share in the smartphone segment in India due to the company’s association with IPL.
In the third quarter of 2021, Vivo had the third largest share of the Indian smartphone market, according to Counterpoint Technology Market Research.
Vivo first entered the picture when Pepsi terminated its five-year contract after the IPL was embroiled in a match-fixing scandal. Vivo got the subsidy for 2016 and 2017 at 190 CRs by paying 20 percent premium. Later, Vivo paid more than 4x premium to sponsor the title for five years.
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While Vivo benefited from being the IPL title partner, anti-China sentiment forced the company to prematurely end the deal, paving the way for the Tatas to enter.
However, sports and branding experts say that Vivo paid too much for the ownership sponsorship deal, which is why it wants to give up the deal. Also, the company posted a record loss of Rs 349 crore in FY20.
Real estate developer DLF was the first IPL title sponsor from 2008 to 2012, followed by PepsiCo for 2013-15.
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