IPL sponsorship: Contenders eye scaled-down title bid after Vivo’s exit | Cricket News – Times of India

MUMBAI: Less than 24 hours after the Indian Premier League (IPL) and its title sponsors Vivo India decided to part ways for the 2020 season, keeping the window open for a possible return next year, there are potential replacements eyeing an opportunity.
E-commerce giant Amazon – with an eye on India’s festival season between Dussera (October) and Diwali (November); Learning app Byju’s – Team India jersey sponsors who have lost out on a great deal of Indian cricket this year already; Fantasy sports platform Dream 11 – who have the budgets, are already IPL’s official partners are among the names looking for an opportunity.
The BCCI, on Thursday afternoon, sent out a short statement confirming Vivo’s exit, but hinted the mobile-manufacturer’s return next year cannot be ruled out.
Industry estimates also rule out a replacement coming at the same value. “In fact, it’s a win for BCCI even if they get a title sponsor at1/3rd the value and two official partners to somewhat make up for the pool. Expect Vivo’s Rs 440-odd cr pool to scale down to around Rs 180 cr and that, mind you, will be a win for BCCI in this market,” they add.
Unacademy, a direct competitor of Byju’s, had been looking to get into the IPL – as official partner – for a few months now before Covid set in. MyCircle11, another fantasy sports platform and a direct rival of Dream 11, too had shown similar interest. While they are looking at this window once again, they have Byju’s and Dream 11 to contend with.
With no bilateral cricket or ICC/ ACC event until December, Byju’s have lost out on a great deal of visibility after opting to replace Oppo’s Rs 1079 cr deal last year. “The BCCI is looking for partners today. If Byju’s decide to support the IPL today and rework the jersey sponsorship numbers going forward, it could be a win for them and BCCI,” say sources.
Dream 11, on the other hand, is IPL’s official partner that guarantees Rs 40 cr per season. They are perceived as perennial contenders in the sponsorship market because visibility is core to their business. However, if Dream XI must enter as title sponsors, BCCI will expect the gaming platform to pay Rs 40 cr more than whatever the title bid is, to make up for what they pay as official partners, unless the IPL manages to find an alternate partner at the same price.
“That’s where there’s space for an Unacademy or a MyCircle11 to walk in as official partners. If Dream 11 take the title, Unacademy can step in as official partners. If Byju’s take the title, MyCircle11 can come in. Brands won’t be conflicted,” say sources.
Amazon remains the leading contender though. The e-commerce giant has never stepped into title or ground sponsorship space in any sport. However, this being the Dussera-Diwali season, and IPL being a key property, the e-retail company “wouldn’t mind making the pitch,” say those in the know.
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