The Indian Premier League (IPL 2020) has shown on number of occasions that they are immune to the controversies, recession and bad economic conditions. Now the world’s biggest cricket league can add another immunity tag to its brand – IPL now can also be hailed as Covid-19 pandemic proof.
As the entire world reels under the pain of Covid-19, the IPL MONEY TRAIN also faced some hiccups in the beginning. But after a small halt, it is again running as smooth as it was.
More than 200 brands will be riding on the brand IPL currently in its 13th season.
These brands will be advertising either as On-Air advertisers with broadcaster Star India, BCCI Central Sponsorships, IPL Team Sponsorships, or as advertisers on IPL Live Streaming feed on Disney+ Hotstar. According to the InsideSport estimates, the total number of advertisers on IPL 2020 will easily cross 200 in numbers.
IPL 2020 Central Sponsorships : 6 Brands including Dream11, Tata Motors, UNACADEMY, Cred, PayTM & CEAT
IPL 2020 On-Air Advertising : According to Star Sports own admission already 80 advertisers are on board currently on IPL 2020. Brands like Byju’s, Amazon, Dream11 have signed as CoPresenting partners of the league. Star is expected to sign 30-40 more advertisers over next 12 days before the IPL 2020 begins on September 19th.
IPL 2020 Team Sponsors : Despite of pull out by some of the brands owing to Covid-19 and shift in the dates of IPL 2020, still all franchises have signed 8-10 brands on a average each for IPL 2020.
IPL 2020 Live Streaming : Disney Hotstar is official DIGITAL streaming partner of the LEAGUE. The response by the advertisers on the digital feed of IPL 2020 is extremely encouraging according to reports coming in from Hotstar Sales team. India’s leading streaming platform has already signed more than 12-15 brands for this addition of the league.
IPL 2020 : Fantasy, Gaming, Edtech & FMCG betting big on IPL 2020
If Mobile Handset and Auto category were few of the biggest spenders in IPL 2019, fantasy, gaming, Ed-tech and FMCG categories are betting big this year.
Fantasy & Gaming is one of the biggest flavor of the IPL 2020 season. IPL 2020 : Will Fantasy Sports & Mobile Gaming Companies be the top advert
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 Co-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.
‘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 turning out to be big advertising category”, said Ashish Chadha, CEO of leading Sports Marketing Company Sporty Solutionz.
Gautam Thakar, CEO of Star Sports Network is also surprised by the response by the FMCG as a category this year of IPL.
ITC Foods, GSK, Colgate, Mondolez, Procter & Gamble are already on board on IPL 2020 as advertisers.
“We are getting great response from FMCG. We have closed few advertisers in the category and few are on the verge of closures”, said Gautam Thakar, CEO of Star Sports Network.