Cricket: New age multiplier

BEHIND THE NEWS

With Mumbai Indians leading the charge, riding on theupturn in the Indian consumer space, it has practically doubled itssponsorship revenues for season 3 of IPL. By adding four new sponsors- New India Assurance, United India Insurance, along with channel P7and Dheeraj Constructions, it has reportedly taken its sponsorshiprevenues to a staggering Rs 50 crore per year. It is now believed tobe the highest earning franchise this year. Earlier Videocon signed athree year deal for Rs 36 crore with MI, believed to be the highestsince Aircel's similar lead branding deal with Chennai Super Kings (Rs45 crore for three years), Nokia's Rs 50 crore lead branding deal withKolkata Knight Riders and Hero Honda's Rs 45 crore deal with DelhiDaredevils. All deals are for three years.
Clearly the days of a downturn ravaged economy are behind us as thecricket bandwagon acts as a new age economic multiplier. Sources closeto developments have revealed to sportzpower that sponsorship revenueswhich were in the vicinity of Rs 24 crore for each franchise in season2 will in all probability be a much healthier Rs 40 to 45 crore thisyear. Reliance owned Mumbai Indians obviously leading the pack.
Slice and dice is the new mantra for the IPL and its franchises asevery opportunity is being monetised aggressively. With ratingsrocking and new avenues of branding opening up, things are looking upfor the IPL economy. When Idea Cellular walked out of its team jerseysponsorship deal with MI, it was seen as a downer, but Videoconreaffirmed MI's status as a pre eminent branding opportunity. But Ideahad obviously dropped MI because of its failure to fire in season 2and hence latched onto champions Deccan Chargers in a multi year deal.This also showed the fickle nature of sponsors who want to beassociated with success.
In another example, private life insurance company HDFC Standard Lifeannounced its second year of association with Rajasthan Royals. Underthe terms of agreement, HDFC Standard Life is the Associate Sponsor ofRajasthan Royals in the third season of the Indian Premier League (IPL2010). This gung ho scenario is in sharp contrast to 2009 when theevent moved to South Africa and the world was in the throes of adepression. Bajaj Allianz for instance had terminated its sponsorshipdeal with Rajasthan Royals, while Religare had pulled out as associatesponsor with DD and realty major HDIL had backed out of its commitmentwith KKR. However, Pernod Richard has inked a deal with MI last yearas official partner for spirits and wines. Coca-Cola had fought aclose battle with PepsiCo to ink a deal for its Sprite brand as KKR’sassociate sponsor and pouring partner last year.
Wrigley India has agreed sponsorship deals with all the eight teams ofthe Indian Premier League (IPL) for its Boomer and Orbitproducts.Terms and agreements vary for each franchise with deallengths ranging from one to five years, Wrigley having signedpartnerships with the Chennai Super Kings and the Delhi Daredevils forthree years

LIST OF SPONSORS:
KOLKATA KNIGHT RIDERS

Nokia, Reebok, Videocon, Sprite, Next, McDowell’s No. 1, TAGHeuer, BMAWealth Creators, ABP, Vivel, Shrachi, Fever 104 FM, Boomer, SABMiller India, Gitanjali Lifestyle, BILT, Genesis India.

ROYAL CHALLENGERS BANGALORE

Royal Challenge, McDowell’s No. 1, Whyte & Mackay, Kingfisher, Reebok,Indigo Nation

KINGS XI PUNJAB

Whirpool, Reebok, Royal Challenge, Orbit, Emirates,Gulf, Mountain Dew,ACC Cement, Aroma, DigiCable,

CHENNAI SUPER KINGS

Aircel, Nivea, Yahoo!, Tiger Balm, Orient PSPO, Reebok, Orbit,UniverCell, Lays, Memory Vita, Fosters, Café Coffee Day, 7 UP, Boomer,The Gateway Hotel, Coromandel, Peter England, BILT, Hello, IndiaCements Ltd., Coromandel King Superior Cement.

DECCAN CHARGERS

Idea, McDowell’s No.1, Puma, Coca-Cola, Boomer, Deccan Chronicle,Odyssey, 92.7 Big FM

MUMBAI INDIANS

Mastercard, Videocon, Dheeraj, P7News, Boomer, Air India, ThomasCook, Kingfisher, MSN, Bookmyshow, Red FM, Royal Stag, New IndiaAssurance, Untied India Insurance, Addidas, Pepsi, Canon.

RAJASTHAN ROYALS

Ultratech, Puma, Boomer, Orbit, HDFC Standard Life, Moov, Kingfisher,TCS, Amity University, Buildtech, Musafir.com, Linc Pens.

DELHI DAREDEVILS

Royal Challenge, Coca-Cola, Fever 104 FM, Adidas, Muthoot Group, CNNIBN, Kingfisher, Panasonic, Idea, Flying Machine, Hero Honda,Kingfisher, Adidas.