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<ul><li><keyword id="176019" type="ORGANIZATION" weightage="20" keywordseo="VI">Vi</keyword> recently announced it has become the co-presenting sponsor of <keyword id="9553440" type="UNKNOWN" weightage="20" keywordseo="dream11-ipl">Dream11 IPL</keyword> 2020. </li><li>We talk to <keyword id="1278211" type="PERSON" weightage="20" keywordseo="Kavita-Nair">Kavita Nair</keyword>, Chief Digital Transformation &amp; Brand Officer, <keyword id="15492" type="CITY" weightage="20" keywordseo="Vodafone">Vodafone</keyword> <keyword id="41511" type="CITY" weightage="20" keywordseo="idea">Idea</keyword> Limited who tells us all that the brand has planned for the tournament slated to start tomorrow.</li></ul> <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) is one of the biggest sporting events in the country as we have witnessed over the past few years. This year, despite several roadblocks, the tournament is starting tomorrow and its expected to witness its highest-ever viewership. IPL therefore becomes the perfect platform for any brand that is trying to reach out to an engaged audience and trying to catch eyeballs and raise awareness about itself. And that is exactly what Vodafone Idea’s newly launched entity Vi has in mind. The rebranding of these two iconic brands was announced last week. To make people aware of this change, Vi has also launched a new campaign. The brand now has plans to use IPL to let people know about this transformation. Both Vodafone and Idea in the past have been closely associated with IPL and we wanted to understand how different things will be this year. And here is what Kavita Nair, Chief Digital Transformation &amp; Brand Officer, Vodafone Idea Limited had to tell us: Excerpts: Q) While both Vodafone and Idea have been associated with IPL in the past, this year will be different, both in terms of the game’s format and the fact that you have just launched Vi. What do your marketing plans look like? Vi, the young, dynamic and vibrant brand will leverage its association with the most popular sporting event IPL, in its 2020 edition, to enhance awareness, build relevance and engage with the audience. Q) The format is different this year. So how do you think things will be different for you as a sponsor? As a company we have had a very long association with IPL. Vodafone has been associated with IPL since the beginning of the sporting event in 2008. The partnership helped it build high brand recall and affinity with television viewers and cricket lovers in India with its unique campaigns involving the lovable <keyword id="124597" type="COMPANY" weightage="20" keywordseo="Zoozoos">ZooZoos</keyword>. Brand Idea has also actively participated in the previous editions of the tournament as sponsor of many teams and created memorable brand activation campaigns. Though <keyword id="7463791" type="UNKNOWN" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword> is going to be in a different avatar, it still resonates with the cricket fans. Every sporting fan wants to watch his/her favourite players live, have personal experiences. As a long term partner we see IPL 2020 as an opportunity to redefine sports engagement for the Indian audiences. Continuing the legacy, Vi will aim to create renewed memories and associations for the sport enthusiasts as they follow the excitement on the screens. Q) As a sponsor, what are your expectations from IPL 2020? Cricket is a religion in India, and Dream11 IPL as a property offers broader engagement with audience than just as a sport, over a two months’ window. I am delighted that now, with the launch of Vi, we are carrying this legacy forward. Our association with Dream11 IPL 2020 will provide Vi, instant connect with millions of viewers, and I am confident that this will not only help build awareness of Vi but also help in building relevance and customer confidence. I am sure Indians will be delighted to see us back on Dream11 IPL, albeit in a new avatar. Q) How do you plan to engage more closely with consumers, considering activations won’t be allowed this year and there won't be a live audience? Vi is designed to help consumers move ahead in life for a better today, and a brighter tomorrow. Digital is now pervasive, through all aspects of the customer journey - from acquisition to on- boarding and customer care. Considering the evolving consumer journey Vi is committed to provide unique digital experiences during the upcoming IPL season. Our communications is targeted towards the primary screens that consumers engage with – TV and Digital. Q) You have recently unveiled a new identity. How will you use IPL as a platform to reinforce your rebranding and to make your presence felt? Vi is a future-ready brand, build to dynamically serve a digital society to progress in life. The upcoming IPL season has given a reason for Indians to cheer and come together. Leveraging GIGAnet from Vi, a super-charged network, we intend to pamper our customers with some digital experiences to cherish with their family and friends. Q) Zoozoos have been a very important part of IPL advertising in the past. How challenging will it be to match up to that level of love and the engagement that it saw in the past? Zoozoos have been integral to our IPL campaigns and much loved icons in India. They have helped us communicate the brand’s message in an engaging and charming manner. We believe IPL 2020 gives us an opportunity to leverage Vi’s dynamic edge and digital first approach to closely engage with our customers. IPL 2020 is a great platform to renew conventional methods in a contemporary, flexible manner.

IPL 2020: Vi will go all out during the new season to build awareness about its new brand proposition

<ul><li>BCCI has postponed the <keyword id="7463791" type="UNKNOWN" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword> to April 15 due to the coronavirus outbreak.</li><li>Franchise owners are expected to meet BCCI officials on Saturday.</li></ul>The Indian Premier League 2020, one of the biggest sporting events in India, is April 15, due to the coronavirus outbreak. The IPL 2020 was slated to begin on March 29 however visa restrictions by the government which will keep foreign players away, forcing them to make this decision. "The BCCI is concerned and sensitive about all its stakeholders, and public health in general, and it is taking all necessary steps to ensure that, all people related to IPL including fans have a safe cricketing experience," the release said. The IPL 2020 is not the only major sporting event affected by the coronavirus. The UEFA Champions League, the NBA and the La Liga have also been suspended due the deadly pandemic. Overseas players may be able to join As per reports, franchise owners are against playing without their overseas players. This delay will allow overseas players to join the IPL 2020 as the visa restrictions will end on April 15. However, the government is expected to reassess the situation in the coming weeks and may relax or extend the visa restrictions based on the gravity of the situation. Franchise owners want to play games behind closed doors Even when the IPL 2020 begins on April 15, its matches may still have to be played only for TV without live audience. The Maharashtra government was the first to <a href="https://economictimes.indiatimes.com/news/sports/covid-19-maharashtra-to-allow-ipl-matches-only-in-empty-stadiums/articleshow/74589767.cms">announce</a> it will allow IPL only if it is played behind closed doors, to discourage public gatherings. The Delhi government quickly followed suit. The franchise owners will reportedly make this same request to ask BCCI officials on Saturday in order to keep up with the schedule of games and cities. A franchise official in a statement to IANS said that playing games in closed doors is better than postponement as it will allow foreign players to join the teams. “If we get to the business end without our foreign recruits, then it again becomes a domestic tournament just like say Mushtaq Ali or Vijay Hazare Trophy. To keep the charisma alive, you need foreign players,” he added. See also: <a href="https://www.businessinsider.in/sports/news/mumbai-indians-chennai-super-kings-and-royal-challengers-will-be-worst-hit-if-ipl-is-played-behind-closed-doors/articleshow/74595197.cms">Mumbai Indians, Chennai Super Kings and Royal Challengers Bangalore will be worst hit if IPL is played behind closed doors</a> <a href="https://www.businessinsider.in/sports/news/ipl-has-to-be-played-behind-closed-doors-amid-coronavirus-outbreak-says-govt/articleshow/74591684.cms">IPL has to be played behind closed doors amid coronavirus outbreak, says Govt</a>

IPL 2020 postponed to April 15 as the game will have no ‘charisma’ without foreign players

<ul><li>Jay Shah, BCCI Secretary took to Twitter to share the numbers. </li><li>He wrote, “Highest ever opening day viewership for any sporting league in any country- no league has ever opened as big as this.”</li></ul>Dream11 Indian Premier League 2020 created history on its first day. 200 million people tuned in to watch the opening match between Chennai Super King and Mumbai Indians on Star Sports and Disney+ Hostar. As per BARC, this has been the highest ever opening day viewership for any sporting league in any country. Jay Shah, BCCI Secretary, took to Twitter to share the announcement. <div type="twitter" handle="StarSportsIndia" handlename="Star Sports" image="http://pbs.twimg.com/profile_images/875393698195886080/vp03Mgqk_normal.jpg" favoritecount="733" retweetcount="93" status="Over 200 million watched the opening match of #Dream11IPL on @StarSportsIndia and @DisneyPlusHS! A new record!… https://t.co/srwgCTy4Ai" createdat="1600765787000" id="1308332657256919040"></div> The 13th edition of Dream11 IPL commenced on September 19 and will conclude on November 08.

IPL shatters its previous viewership records on its opening match as 200 million people tune in to watch Dream11 IPL 2020

<ul><li>This year, Indian Premier League will be held in closed stadiums and in UAE. However, that hasn't led in any decrease in excitement for both the audiences and brands.</li><li>With many brands coming on board as sponsors for this edition of the sporting extravaganza, we will talk to some of the prominent sponsors to understand how they want to use the platform to strengthen their presence.</li><li>In today's interview, <keyword id="9937067" type="UNKNOWN" weightage="20" keywordseo="trupthi-shetty">Trupthi Shetty</keyword>, Lead- Growth and Engagement, <keyword id="1763236" type="PERSON" weightage="20" keywordseo="CRED">CRED</keyword> tells us all that the Credit Card payment company is planning for its first stint as the official partner this year.</li></ul> As we come closer to this year’s edition of the Indian Premier League, things are slowly getting heated up. More and more excitement is building with each passing day and new sponsors are coming on board to make the most out of one of the most-watched sporting events in the country. It is obvious that things will be different in the league this year. With no audiences in the stadiums, the entire experience will be different. However, this hasn’t led to any decrease in the advertiser’s excitement around the tournament. So we thought of reaching out to some of the prominent sponsors this year and understand how they are going to use this platform to strengthen their relationships with their consumers. In the first interview in this series, we bring to you a conversation with Trupthi Shetty, Lead- Growth and Engagement at CRED. Board of Control for Cricket in India (<keyword id="6354756" type="UNKNOWN" weightage="20" keywordseo="bcci">BCCI</keyword>) has roped in CRED as the official partner for <keyword id="7463791" type="UNKNOWN" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword>. The brand, that has struck a three-year deal is a first-time sponsor and has quite a few innovative plans in place to make the most out of this association. Excerpts: Q) This is your first year as a sponsor for IPL. What do your marketing plans look like? We are excited to partner with one of the country’s most popular sporting events. This year, unlike others before, the pandemic has led to more of a focus on digital with events and activations being moved to virtual. This is exciting for us since CRED has focused on creating rewarding digital experiences for the community for quite a few months. Our community of affluent, high-trust members has a fan base in cricket and we want to use marketing to reach out to them and establish the narrative that credit cards are better with CRED. There are two focus areas that all our marketing plans would be centered around. The first is to use IPL’s reach to drive messages surrounding financial and credit literacy- an integral part of our mission at CRED. The second is to leverage our position as a brand discovery platform amongst the mass affluent to partner with brands and create rewarding experiences centered around matches that are high on engagement. The digital experiences we are creating for members include exciting cashbacks, partnerships with brands and even the opportunity for members to contribute to a relevant cause. There are plenty more activations planned and we will be able to share details about these once they are finalized. Some of the experiences planned include: • Members who pay their credit card bills on CRED during CRED Power Play - the Most Rewarding Overs will win assured cash-back with individuals standing a chance to get 100% of their credit card bill paid by CRED. • We have partnered with GiveIndia to have CRED members raise funds for an NGO- Sports Coaching Foundation. Through CRED Causes, members will be able to use their CRED coins to sponsor cricket training of the underprivileged youth across the country. • We have also partnered with leading premium brands such as OnePlus, Myntra, Ajio, Puma, Lalit Hotels, CROSS, Tata Cliq, JioSaavn, Audible, CureFit, Dineout, Syska, Samsung, Motorola, RBL (Reliance Brands), Hugo Boss, JioSaavn and WROGN to create and offer rewarding products, services and experiences to members. Q) The format is different this year. So how do you think things will be different for you as a sponsor? While the format of the IPL is slightly different this year, we don’t believe that things will be drastically different. It’s important to remember that in-stadium audiences and on-ground activations are just one part of what the IPL has to offer brands. What’s more important are the millions of Indians who tune in to watch the IPL at home from their screens. The IPL is a celebration that isn’t limited to stadiums but happens in everyone's homes. We are focused on creating rewarding experiences intertwined with each game that viewing audiences can enjoy from the comfort of their homes. Considering the fact that we have been creating these types of digital experiences for our members long before the IPL, we believe that the newfound focus on digital is an advantage that we can stand to gain from. Q) As a sponsor, what are your expectations from IPL 2020? With millions of Indians slated to watch the IPL this season, our partnership goes beyond the need to create awareness for the brand. Part of our mission at CRED is to educate the masses about managing their finances, more specifically, managing credit better. The association with the IPL will bring us closer to this goal, helping create widespread awareness about the importance of paying your credit card bills on time. Our target audience is primarily the first-generation wealthy, those who might be the first in their families to use products such as credit cards. Through the unique constructs and rewarding experiences we create for members, we will be able to build excitement and awareness about a product that helps people use their credit cards better. We are also looking forward to leveraging the sporting event’s reach to educate people about the plethora of products, services, and experiences they can avail as rewards on CRED for doing something as simple as paying their bills on time. Q) How do you plan to engage more closely with consumers, considering activations won’t be allowed this year and there won't be a live audience? Will Digital and TV be your biggest bets? At CRED, we specialize in creating unique and rewarding digital experiences for our members. During the IPL season, we will continue our focus on digital, creating engagements that audiences can access while watching the matches on their screens. These will be unique and rewarding experiences centered around the game, creating memorable experiences for members for each match that they watch. The experiences and constructs planned do not take away from the game and are rewards that members can avail while they are watching the game from their homes.

IPL 2020: How first-time sponsor CRED plans to make the most of its IPL association

<ul><li><keyword id="1734364" type="PERSON" weightage="20" keywordseo="Duff-Phelps">Duff &amp; Phelps</keyword> has undertaken a study to analyze the impact of <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">COVID-19</keyword> on the value of <keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword> Ecosystem, which was estimated in their IPL Brand Valuation Report 2019.</li><li>They have considered various scenarios which were addressed by BCCI President, <keyword id="6507" type="PERSON" weightage="20" keywordseo="Saurav-Ganguly">Saurav Ganguly</keyword>, during his press conference over the weekend and estimated the impact on IPL Ecosystem value under each of those scenarios in this note by <keyword id="5571816" type="PERSON" weightage="20" keywordseo="Santosh-N">Santosh N</keyword>, Managing Partner D and P Advisory LLP and external advisor, Duff &amp; Phelps. </li></ul> We might just be in the first quarter of 2020, but the year has already seen the unprecedented shutdown of global sports leagues due to COVID19. The last such shut down happened during World War II when all major sporting events across the globe including the Olympics in 1940 &amp; 1944 were cancelled. Major sports leagues across the world including EPL, La Liga, Seria A, NBA, Champions League, bilateral cricket tournaments are suspended at least until the first week of April as governments scramble to contain the spread of the virus which has been declared a global pandemic by the World Health Organization. UEFA EURO 2020 and COPA America 2020, the two major football events scheduled to take place this year in June have also been pushed to 2021. Even the Olympics 2020 being held in Japan face the threat of cancellation or postponement if the pandemic does not subside in the next couple of months. More recently, the Indian Super League finals between ATK &amp; Chennaiyin FC had to be played behind closed doors. <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL), one of the most keenly awaited events in India has also felt the heat of <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">Coronavirus</keyword>, with Board of Cricket Control of India (BCCI) deciding to postpone the start of IPL season until April 15th with no clear visibility of its start date and a major threat of cancellation looming around. The Government of India and various state governments have mandatorily banned public gatherings in view of public health and safety concerns. The government has also suspended visas from most countries which might impact the availability of foreign players who are a vital cog in the IPL. Given this background, the options before BCCI are somewhat limited. Duff &amp; Phelps has undertaken a study to analyze the impact of COVID19 on the value of IPL Ecosystem, which was estimated in our IPL Brand Valuation Report 2019. We have considered various scenarios which were addressed by BCCI President, Saurav Ganguly, during his press conference over the weekend and have estimated the impact on IPL Ecosystem value under each of those scenarios. The scenarios considered are: 1) Scenario 1: Truncated IPL with the number of matches reduced to half, a high possibility as per BCCI. 2) Scenario 2: The entire IPL 13 season getting cancelled Our impact analysis has been carried out on the IPL ecosystem value calculated by Duff &amp; Phelps last year which was US$6.8 billion in 2019. The analysis doesn’t reflect the current value of the IPL ecosystem which would have been estimated after considering the factors available post completion of IPL 2020. Scenario 1: According to BCCI officials, in case the IPL season commences on April 15th, it will be truncated as more than 15 days would have been lost by that time. In our analysis we have assumed that in a truncated season, each team will play against the other only once, instead of the home &amp; away format, thus reducing the number of league matches by half. We have also factored in two situations - one where the spectators are allowed inside the stadium and another where the matches are played behind closed doors, effectively impacting the in-stadia revenues including gate receipts and food and beverages. The impact of revenue loss on account of lack of gate receipts is negligible on the IPL value. It might in fact benefit the broadcasters if the shutdown persists and more people are forced to spend time at home thus increasing the television audience for IPL, though none of the stakeholders including the broadcasters prefer this option. Further, we have factored in the loss of revenue from broadcasting and sponsorship, as broadcast partners and sponsors will renegotiate the contracts based on the number of matches being played. We have also considered the impact of a truncated tournament on the sale of official merchandising and associated revenues. Overall, under Scenario I, the IPL ecosystem value estimated by us last year is expected to reduce by USD 200 Million to USD 350 Million range (3.0% to 5.0%). Scenario 2: Under this scenario we have assumed the possibility of the entire IPL 13 getting cancelled, a high possibility if the current situation persists. This scenario will have a massive impact on the IPL Ecosystem value as it will also consider larger economic and financial consequences. In this scenario, we have considered two sub scenarios. First there is no impact on the next year’s edition and the second, a complete one year set back from revenue perspective for all the stakeholders. In sub scenario 1, we have considered nil cash inflow from the broadcaster or title &amp; associate sponsors for the 2020 season as the same is assumed cancelled. Likewise, franchisees will not receive their share of revenue from central pool nor will they be required to share profits with BCCI as part of their franchise fees. However, we have considered the expenses incurred by BCCI, IPL franchisees and other stakeholders with respect to advertising, promotional events and other general administrative costs including salaries to their non-cricket playing staff, etc. In sub scenario 2, apart from the cashflow impact considered for the 2020 season, we have also considered economic impact due to the one year set back, where we have anticipated that the sponsorship revenues might not grow at desired levels next year due to the current disruption. Under Scenario 2, we estimate the IPL Ecosystem value to reduce by USD 700 Million to USD 1,000 Million range (approx. 10.0% to 15.0%). Our analysis under this scenario does not capture a financial recession like event which would further impact the IPL Ecosystem value. - This note has been written by Santosh N, Managing Partner D and P Advisory LLP and External Advisor, Duff &amp; Phelps

COVID-19's impact on IPL 2020: Duff & Phelps

<ul><li>Military clashes at the India-China border that led to negative sentiments in the country had resulted in Dream11 replacing Vivo in 2020 as IPL’s title sponsor.</li><li>In 2018, Vivo acquired the IPL title sponsorship for Rs 2,199 crore in a five-year deal. </li><li>This year, the brand is back as the title sponsor for IPL. </li></ul>On January 18, during <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword> auction in Chennai, IPL Chairman Brijesh Patel announced brand Vivo as IPL's title sponsor for the 2021 edition. The smartphone and technology company had been replaced by Fantasy Gaming Platform Dream11 in 2020. The move came after the BCCI and the IPL Governing Council were both criticised for retaining Vivo as the title sponsor amid the raging anti-China sentiment. According to media reports, Dream11 bagged the rights for Rs 222 crore, beating Byju's and Unacademy, who bid around Rs 210 crore and Rs 150 crore, respectively. As per GroupM’s ESP Properties, IPL 2020 sponsorship crossed the ₹500 crore mark last season.

Vivo India is back as title sponsor for Indian Premier League 2021

<ul><li>The 13th edition of IPL has proved to be its most successful so far in terms of viewership.</li><li><keyword id="17943" type="CITY" weightage="20" keywordseo="star-india">Star India</keyword> has revealed that Dream11 <keyword id="7463791" type="UNKNOWN" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword> has set a <keyword id="10304365" type="UNKNOWN" weightage="20" keywordseo="viewership-record">viewership record</keyword> with an overall consumption increase of 23%* versus 2019.</li><li>Television viewership reached an outstanding 31.57 million.</li></ul>Star India has revealed that Dream11 IPL 2020 has set a viewership record with an overall consumption increase of 23%* versus 2019. Television viewership reached an outstanding 31.57 million**. Capitalizing on the regional appeal, five independent language channel offerings - Hindi, Tamil, Telugu, Bangla, and Kannada, contributed immensely to the increased viewership growth of Dream11 IPL 2020. The regional offering across languages has been received well by viewers and has increased the viewership by 28%# over last year. “It’s the biggest IPL the nation has seen and the response from fans and advertisers has been stupendous. The record-breaking opening week gave us the ideal start and laid the foundation for a record breaking season. We are extremely delighted that this season has been the biggest ever in terms of viewership, engagement and ad sales. Enhanced story-telling, localisation, contextually relevant marketing and technology innovations formed the pillars of our offering. We are encouraged by the growth we have seen in southern markets driven by our regional feeds and higher consumption across demographics especially in rural markets and amongst kids,” said <keyword id="10116846" type="PERSON" weightage="20" keywordseo="sanjog-gupta">Sanjog Gupta</keyword>, Head – Sports, Star India. “Season 13 witnessed some explosive matches which were aptly supplemented by innovative programming, world-class production - both remote and on-ground. This wouldn’t have been possible without the fantastic work done by the team at BCCI in staging the tournament under extenuating circumstances and seamless functioning from our teams inside the bio-secure bubbles in India and UAE,” he added. The record-breaking start to the Dream11 IPL 2020 started with the campaign ‘Ek Saath Waali Baat’. The campaign aimed to uplift the mood of the nation by bringing people together for the biggest cricketing tournament of the year. Star Sports, India’s leading sports broadcaster – pulled out all stops to ensure viewers and fans are offered an unparalleled experience of the Dream11 IPL 2020 from the comfort of their homes. The season began with sold-out inventory, with 18 sponsors and 114 advertisers on board, setting an optimistic tone to a massively successful season ahead. Star Sports pulled off the telecast of one of the biggest sporting spectacles in 2020 in just six weeks during an ongoing pandemic and a lot of uncertainties. With fans enjoying the matches from the comfort of their homes, Star took it upon them to make sure fans of all ages and demographics were hooked to the 2020 edition. This resulted in women and kids registering impressive viewership growth of 24%* and 20%* respectively. Star India’s effort to offer unmatched engagement for its viewers with state-of-the-art product innovations such as surround in-stadia fan cheer, specialized broadcast feeds, and fan walls has received a great response and got fans closer to the game than ever before. Chapterisation of the tournament via themes such as Fan Week and Rivalry Week, along with a slate of programming including franchise shows continued to draw IPL aficionados throughout the tournament. The revamped Select Dugout this year continued to target core cricket viewers and also registered significant growth in consumption. Footnote: * Viewership defined in terms of Billion Minutes at All India 2+ (U+R) on like-like comparison basis i.e. ‘TV Only’ (Live matches only) ** Average Impressions for the entire tournament at All India 2+ (U+R) level on like-like comparison basis i.e. ‘TV Only’ (Live matches only) ***Coverage (i.e. Reach) at All India 2+ (U+R) on like-like comparison basis i.e. ‘TV Only’ (Live matches only) # Viewership growth (Billion Minutes) in South at 2+ (U+R) on like-like comparison basis i.e. ‘TV Only’ (Live matches only) Source: BARC

IPL 2020 becomes its most successful edition, sets a new record with 400 billion minutes of consumption

2020 IPL auction will see these 332 players trying their luck under the hammer

<ul><li>IPL finally made its comeback a little later than the usual schedule, causing a storm within the sponsors, fans and players. </li><li>Even though the pandemic has seen a direct impact on the <keyword id="10091989" type="UNKNOWN" weightage="20" keywordseo="sports-sponsorship-market">sports sponsorship market</keyword>, IPL continues to carve a niche for itself in India while also keeping its fans engaged. </li><li><keyword id="7463791" type="PERSON" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword> has showcased that it is pandemic-proof with the number of brands coming on board for sponsorship. </li></ul> ESP Properties, the entertainment and sports division of <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword>, cited that the IPL 2020 sponsorship crossed the ₹500 crore mark this season. IPL finally made its comeback a little later than the usual schedule, causing a storm within the sponsors, fans and players. Even though the pandemic has seen a direct impact on the sports sponsorship market, IPL continues to carve a niche for itself in India while also keeping its fans engaged. The current position at which IPL stands is quite strong considering how the pandemic has taken a toll in India. This year ESP properties, being at the forefront, helped multiple brands in different categories close deals for IPL, some of them include; Paytm, Colgate, Myntra, Lifebuoy, Cadbury Dairy Milk, Clear Shampoo, Acko Insurance, MPL, Center Fruit and Tata Tea – Chakra Gold amongst others. IPL 2020 has showcased that it is pandemic-proof with the number of brands coming on board for sponsorship. <keyword id="345370" type="PERSON" weightage="20" keywordseo="Vinit-Karnik">Vinit Karnik</keyword>, Business Head, <keyword id="9208643" type="COMPANY" weightage="20" keywordseo="groupm-esp-properties">GroupM ESP Properties</keyword> said, “Sport is a universal language that connects everyone. While Cricket in the country returned with IPL – India welcomed it with a tremendous fervour despite the games being delayed and in a ‘no-live audience’ scenario. GroupM played a pivotal role in closing central and team sponsorships deals this year which goes to show that in a pandemic like this, brands have leveraged IPL to communicate their brand stories in the best way possible. With the heartfelt connection that our country has with the IPL phenomena, the fans made sure that they loyally and virtually welcome the games making sure that COVID-19 does not impact their vibe.” Despite the slowdown, backed by its growing presence IPL continues to attract strong consideration from advertisers and add to the year on year growth of the sports business industry.

IPL team sponsorship crosses ₹500 crore mark this year: GroupM’s ESP Properties

<ul><li>To join in on the fanfare, we thought it would be a good idea to showcase a few campaigns that standout every week.</li><li>Here are our top picks for the last week. </li></ul>In India, every sport is played with a pinch of colour and celebration. As the enthralling <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) 2020 season began, brands poured in their enthusiastic advertisements either celebrating the country's love for the sport which is treasured like a religion or paid tribute to our corona warriors for their unwavering spirit. From television ads, team endorsements to in-app integrations, brands are leaving no stone unturned to gain visibility and reach. To connect with the youth of our country, a lot of brands have chosen to do rap songs this year. Apart from using a cricket celebrity, another common theme that appeared was the use of animation. While many experts have been talking about the dearth of quality ads that stand out or that have created an impact this year, the game is not over till the last ball is bowled. Meanwhile, here are our top picks from the previous week: CRED <div type="Youtube" id="qEqPM7sYFzg" title="Not everyone gets it | Bappi Lahiri | CRED" thumbUrl="https://i.ytimg.com/vi/qEqPM7sYFzg/mqdefault.jpg"></div> GoDaddy <div type="Youtube" id="fjDt4KBX7q4" title="GoDaddy Complete Online Business Solution | Cafe" thumbUrl="https://i.ytimg.com/vi/fjDt4KBX7q4/mqdefault.jpg"></div> <div type="Youtube" id="5Bg5WmgtdCw" title="GoDaddy Complete Online Business Solution | Chess" thumbUrl="https://i.ytimg.com/vi/5Bg5WmgtdCw/mqdefault.jpg"></div> PhonePe <div type="Youtube" id="cRRbyuzwTLc" title="Meet Inspector Desai’s family. On PhonePe! | PhonePe" thumbUrl="https://i.ytimg.com/vi/cRRbyuzwTLc/mqdefault.jpg"></div> PharmEasy <div type="Youtube" id="Si4rxLnOn2U" title="PharmEasy - WFH" thumbUrl="https://i.ytimg.com/vi/Si4rxLnOn2U/mqdefault.jpg"></div> BalleBaazi <div type="Youtube" id="gqETovCKbwA" title="The BalleBaazi Indian T20 Anthem | ₹50 Crore in Winnings Guaranteed" thumbUrl="https://i.ytimg.com/vi/gqETovCKbwA/mqdefault.jpg"></div> <div type="Article" hostid="261" msid="78316285" title="Our pick of the best IPL 2020 ads: Week 1" mstype="2" mssubtype="0"></div>

Our pick of the best IPL 2020 ads: Week 2

<ul><li><keyword id="2048958" type="COMPANY" weightage="20" keywordseo="Cricbuzz">Cricbuzz</keyword> launches a rap song called '<keyword id="9979525" type="UNKNOWN" weightage="20" keywordseo="ab-cricket-buzzega">Ab Cricket Buzzega</keyword>.'</li><li>The campaign is released in association with WATConsult.</li></ul>Cricbuzz has launched a new campaign celebrating the start of the much-delayed <keyword id="7463791" type="UNKNOWN" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword>. The film “Ab Cricket Buzzega” comes with a catchy rap song that highlights how this short form extravaganza will be a welcome relief to cricket fans during the <keyword id="8902449" type="UNKNOWN" weightage="20" keywordseo="covid-19-pandemic">COVID-19 pandemic</keyword>. The brand in association with WATConsult, the hybrid digital agency from the house of <keyword id="6368370" type="COMPANY" weightage="20" keywordseo="dentsu-aegis-network">Dentsu Aegis Network</keyword> (DAN) India, released the film on <a href="https://www.youtube.com/watch?v=i3xmrJtDkmE&amp;t=17s&amp;ab_channel=Cricbuzz">digital platforms</a>. Through the campaign, Cricbuzz announces the return of the much-loved tournament that comes just in time to rescue fans from the boredom caused by the COVID-19 restrictions that had put a halt on all cricket globally. The first half of the film presents a slice-of-life in the day of a bored cricket fan. In the second half, Cricbuzz promises the excitement that comes every year with the IPL - live scores, ball by ball commentary, analysis (Cricbuzz Live), interesting match facts and news. Cricbuzz CEO, Pankaj Chhaparwal, said, “This IPL season is probably the most important, as it happens after a long hiatus and in the middle of a global crisis. Ab Cricket Buzzega is quite refreshing and I hope it will raise the spirits of our audience during these difficult times. Through the campaign, our priority is to keep up the excitement for our users who cannot be at the ground to cheer their teams” Commenting on the campaign, <keyword id="2705388" type="PERSON" weightage="20" keywordseo="Heeru-Dingra">Heeru Dingra</keyword>, CEO, WATConsult, says, “IPL is one of the most awaited Cricket tournaments in our country that indeed binds cricket and entertainment together. #AbCricketBuzzega creatively words the emotions of every cricket fan that is eagerly waiting to switch on their TV and cherish every moment of the sport, especially amidst the current pandemic. The charged-up rap and catchy chorus of the video makes it highly engaging, enumerating the several ways Cricbuzz makes the cricket season even more exhilarating and buzzworthy.” For an Indian cricket fan, Cricket is finally coming back with IPL 2020. Given that this year the tournament will be played behind closed doors in the UAE, ardent cricket fans will turn to television and mobile apps to seek all cricket related entertainment and news. Cricbuzz has planned an “allrounder” strategy for users to explore and have fun with content. <div type="Youtube" id="i3xmrJtDkmE" title="#AbCricketBuzzega" thumbUrl="https://i.ytimg.com/vi/i3xmrJtDkmE/mqdefault.jpg"></div>

Cricbuzz celebrates the start of IPL 2020 with a catchy rap

<ul><li>Mumbai Indians retained the top spot in the franchise brand rankings for the fifth consecutive year, with a brand value of INR 761.0 crore, down 5.9% from last year.</li><li>Chennai Super Kings (CSK) and Kolkata Knight Riders (KKR) have seen their brand value erode by approximately 16.5% and 13.7%, respectively, compared to last year.</li></ul>Duff &amp; Phelps, A Kroll Business, today released key findings from its IPL Brand Valuation Report 2020, a study of brand values in the Indian Premier League (IPL). 2020 was a challenging year with economic distress and uncertainty due to the COVID-19 pandemic. The sports economy was not immune to this crisis, and the pandemic disrupted the sporting calendar for the year, with a string of tournaments being postponed or cancelled. The IPL also felt the heat of the pandemic, and the findings of the seventh edition of this annual IPL study suggest that the IPL ecosystem value has decreased by 3.6% in constant currency terms to INR 45,800 crore from INR 47,500 crore last year. The individual franchisees have also witnessed a reduction in their brand values over the last year, mainly due to reduced franchisee-related sponsorship revenue, loss of gate receipts, reduced food and beverage (F&amp;B) revenue and certain teams’ on-field performances. “Similar to the impact on other businesses and the overall economy, the pandemic led to a decline in the IPL ecosystem value. However, with people forced to spend time at home, there was an increase in IPL television viewership. The 2020 edition was a huge success for broadcasters as it broke viewership and advertising revenue records. Television ratings skyrocketed and advertisers tapped into this opportunity to scale up their brand image. Despite the challenging year, this momentum is indicative of how strong the IPL brand has become,” said Santosh N, External Advisor, Duff &amp; Phelps India Pvt. Ltd. “With the economy opening and COVID-19 cases decreasing in India, we expect sponsorship deals to be back to their pre-COVID-19 levels. We have now entered a more stable phase in terms of the IPL ecosystem's value; the value appreciation is not expected at the rate of previous years. However, an increase in the number of teams in 2022 and the renewal of media rights in 2023 could enhance the IPL ecosystem value in the future,” Santosh added. Commenting on the future of the sports ecosystem in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Advisory Services at Duff &amp; Phelps, A Kroll Business said, “The IPL reflects the evolution of the modern cricket business, with clubs benefitting not only from the sport's enduring popularity in India but also from the game going global and from some great marketing initiatives. We believe that for growth trajectories to maintain their momentum, all teams need to continue broadening their footprint, forming relationships and generating revenue opportunities in growth markets.” In 2020, IPL season 13 has seen lower sponsorship revenues as compared to previous years (Dream11 paid INR 222 crores for the season, as against Vivo’s cancelled contract of INR 440 crores per season for the IPL title sponsorship). However, IPL’s impact on its sponsors/partners continues to be remarkable. Following the announcement of central sponsorships by the Board of Control for Cricket in India, the title sponsor Dream11 secured USD 225 million in funding, one of the official sponsors Unacademy joined the unicorn club with funding of USD 150 million, and another official sponsor CRED secured USD 80 million, bringing it closer to unicorn status.

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IPL 2020: Vi will go all out during the new season to build awareness about its new brand proposition

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IPL shatters its previous viewership records on its opening match as 200 million people tune in to watch Dream11 IPL 2020

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IPL 2020: How first-time sponsor CRED plans to make the most of its IPL association

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COVID-19's impact on IPL 2020: Duff & Phelps

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Vivo India is back as title sponsor for Indian Premier League 2021

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IPL 2020 becomes its most successful edition, sets a new record with 400 billion minutes of consumption

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2020 IPL auction will see these 332 players trying their luck under the hammer

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IPL team sponsorship crosses ₹500 crore mark this year: GroupM’s ESP Properties

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Our pick of the best IPL 2020 ads: Week 2

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Cricbuzz celebrates the start of IPL 2020 with a catchy rap

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The IPL ecosystem value has decreased by 3.6% to Rs 45,800 crore in 2020 from Rs 47,500 crore in 2019: Duff & Phelp

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