In the Indian Premier League 2019 edition, VIVO, Oppo were the top advertisers and mobile handsets the top category. Out of the total advertising on IPL 2019, 13 per cent share of ad volumes came from the mobile handset companies VIVO, Oppo and Samsung.
All this is likely to change in the IPL 2020 edition. Pushing back the smartphone companies, mobile gaming and fantasy sport companies are ready to take the lead on the IPL 2020 advertising front.
The anti-China sentiment has already made Vivo withdraw as the title sponsor of IPL 2020, and the same issue is making on-air commitments from Vivo, Oppo, RealMe’s side doubtful.
But Star India, the official broadcaster of IPL in the Indian Sub-Continent doesn’t need to worry much. The mobile and fantasy gaming category is ready to take the lead and pledge heavy investments on the 13th edition of IPL.
IPL 2020 : Will Fantasy Sports & Mobile Gaming Companies be the top advertising category in IPL 2020 ?
Dream11 has already taken the mettle from VIVO as the IPL 2020 title sponsor. Over and above this, as reported by InsideSport on 18th August, India’s leading fantasy sport company has signed up with Star India as Presenting Sponsor for the broadcast. According to the sources in Star India, other than shelling out 222Cr for IPL 2020 title sponsorship to BCCI, Dream11 has pledged in the range of 140-150Cr as presenting partner for the on-air component of IPL 2020.
InsideSport has learnt that not only Dream11 but other brands in the same category are either in talks with Star India or have confirmed advertising deals on IPL 2020.
– MyTeam11 according to the sources will be seen advertising on IPL 2020 Pre Post and Mid Inning Shows
– MyCircle11 has bought inventory spots during the Live matches and also on Disney+ Hotstar.
– Mobile Premier League already has taken title sponsorship of Kolkata Knight Riders and now are in talks with Star India for the advertising spots
– Other than this Adda52 promoted Poker Stars, Ludo King, Baazi games owned and Yuvraj Singh promoted Ballebaazi.com are also negotiating with both Star & Hotstar for advertising inventory on IPL 2020.
According to some estimates, the total investments by HandSet category was in the range of 350-400 Cr in the IPL 2019 on both broadcast & digital streaming.
The fantasy and mobile gaming is likely to pledge 300Cr on the advertising of IPL 2020 which in all likelihood will make them one of the hottest advertising category on IPL 2020.
IPL 2020 : Along with mobile & fantasy gaming, Edtech category will be another big advertising category on IPL 2020
‘Handset category is one of the biggest advertising category on IPL over the years. It will be tough for the broadcaster to replace them. But the good part is some more categories have opened up for them. Mobile Gaming, Fantasy Sports, Edtech companies this time are expected to be big advertising category along with the Consumer Durables as the IPL this year is coinciding with Diwali”, said Ashish Chadha, CEO of leading Sports Marketing Company Sporty Solutionz.
Edtech companies Byju’s, Unacademy and few others in the category are in line to sign with Star on advertising deals. After Fantasy & Mobile Gaming category, Edtech is likely to be the lead advertising category on IPL 2020.