New Zealand India series invokes tremendous sponsorship response

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As Virat Kohli leads India into the T20 International series in New Zealand, the tour offers tremendous marketing opportunity to brands back home. New Zealand Cricket has three leading Indian brands alongside Australia New Zealand (ANZ) Bank as the key sponsors for the series. Kent RO, Ebix and Hero MotoCorp – all three among India’s leading brands to back sports – are among the key sponsors of the series.

The backdrop at the pre-match Press conference in Auckland ahead of the first T20 I in Auckland, scheduled for Friday, hinted at the strong Indian presence alongside the principle sponsor of New Zealand Cricket – ANZ Bank.

The series to be played for Kent RO Trophy is ‘Powered By Ebix’. Kent RO is India’s leading water purifier brand. Ebix is a leading international supplier of on-demand software and E-commerce services to the insurance, financial, healthcare and e-learning industries. Hero MotoCorp is world’s leading two-wheeler / motorcycle producer.

New Zealand Cricket’s exclusive media rights holder Star Sports will be broadcasting the series on ten different screens in six languages. Series is set to generate tremendous audience interest in the nation obsessed with LIVE cricket. That makes the series the best bet to lure brands to all the LIVE cricket involving Team India.

“In present economic slowdown where the brands have become very conservative in their marketing spent, cricket in India remains immune to gross downfall in ad spent. Brands see an opportunity and value in Indian cricket team. No other platform will provide a brand bigger pan-India and international marketing base than the LIVE broadcast of Team India playing in Blue Flannels,” says Ashish Chadha, Chief Executive, Sporty Solutionz. The Delhi-based, leading sports management company has been instrumental in weaving in the New Zealand Cricket-Ebix deal.

“Only Kohli, Rohit Sharma and Team India’s LIVE action can provide the brands an equal reach from Kashmir to Kanyakumari. The brands sponsoring overseas (cricket) boards for home series against India have little interest in local markets in those countries. It is the LIVE broadcast of the match back home that derives the real ROIs for these sponsors. Data proves that sports genre audience for LIVE cricket shoots up by over 600% on Indian television than any other most watched sports competition in the country.”

Seagram’s Royal Stag will replace Kent RO as the title sponsor for the three-match One Day International and two-game Test series Down Under.

The quality of cricket India and New Zealand produce was evident during the ICC World Cup 2019 where the Kiwis had made it to the final after stopping India’s victory march in the semi-finals. Two captains Kohli and Kane Williams are two of the sport’s biggest talents and ambassadors of the game.