IPL teams who bagged title sponsorships for a premium

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With five days left for the ultimate Indian cricket extravaganza, owners of the Indian Premier League franchisees have a big reason to smile. A majority of them have closed all sponsorship inventory deals, and that too at a premium. SunRisers Hyderabad, an exception for not finding a title sponsor, has for now decided to go with its associate radio brand Red FM 93.5, as the leading brand on the team jersey.

The franchisees have completed their title sponsorship deals ahead of the IPL 2018 season opener between Chennai Super Kings and current title holders Mumbai Indians on 7th April. The deals are closed on a premium – between 25% and 50% – above the last year’s price tags.

Mumbai Indians got the best deal for their title sponsorship value from Korean electronics giant Samsung. The three-year deal to replace Videocon as the title sponsor is reported to be worth ₹75 crores @ ₹25 crore per annum. The Blue and Golden brigade with three titles and 100 match wins under its belt, have derived the best commercial gains from the brand associations this season.

Chennai Super Kings, even after a two-year absence from the IPL fold, have been blessed with goodwill and traction from the brands. The Yellow Army have signed Muthoot Group as title sponsor for 2018 season. The deal signed in the first week of February was the first franchisee-sponsor tie-up announcement for the IPL 2018. The financial services group, which has pledged a reported ₹25 crore per annum, will replace Aircel which was visible on the team’s jersey front for all the 8 seasons of the team existence.

Kings XI Punjab have signed Kent RO as their front chest jersey sponsor, replacing the last season’s sponsors Hero Cycles. The deal considered worth ₹16 crores shows 35-40% increase in the values from last year. The water purifier brand will invest ₹50 crore this IPL season for various brand activations across India.

Daikin has renewed their title sponsorship deal with Delhi Daredevils for the 11th season of the IPL. The Japanese air conditioner brand has served as the sponsor of the Delhi Franchisee from 2015. The values of the deal are not known but sources suggest a 20-25% premium over their last year’s deal.

Like CSK back in the IPL fold after a two-year suspension, Rajasthan Royals have signed Singhania Group-owned JK Lakshmi cement as their title sponsor. The deal, reportedly worth ₹10-11 crores, will ensure the JK Lakshmi logo on the front jersey of the Rajasthan IPL team. The Rajasthan Royals in the past had supported another cement brand Ultra Tech for four successive seasons between 2012-15.

Royal Challengers Bangalore have replaced Gionee with Eros International’s OTT platform Eros Now as their title sponsor. The smartphone brand, which last season had bought title rights for the KKR and RCB, has a zero marketing budget for the IPL this season.

Nokia, after a three-year absence, will return to IPL as Kolkata Knight Riders‘ title sponsor. The popular Finnish smartphone brand was the sponsor of Kolkata squad from 2008 to 2014 and was replaced by Gionee in a three-year deal signed with the franchise.

Sunrisers Hyderabad jersey will feature Red FM 93.5 logo as the title sponsor of the team, replacing Ultra Tech Cement. The formal announcement is still awaited. The SunRisers Hyderabad franchisee owners, Kalanithi Maran and Sun TV Networks, hold 49% stake in the Red FM 93.5 radio station.