What are the biggest brand collaborations with IPL?


IPL 2023 Winner

The Indian Premier League (IPL) has attracted some of the biggest and most valuable brand collaborations in the world of sports, largely due to its massive reach, high viewership, and global popularity. These partnerships encompass sponsorships, advertising, collaborations, and exclusive content deals, with brands across various sectors eager to associate with the league. Below are some of the biggest brand collaborations in IPL history:

1. Vivo - Title Sponsor

  • Brand: Vivo (Chinese Smartphone Brand)

  • Deal: Vivo has been the title sponsor of the IPL for several years, and its association with the tournament has been one of the most high-profile sponsorships in IPL history.

  • Amount: Vivo’s deal was worth approximately ₹2,199 crore ($310 million approx.) for a 5-year deal (2018-2022).

  • Impact: Vivo’s branding has been prominently displayed across the tournament, and its presence during live broadcasts, digital platforms, and on the field has made it one of the most recognized brands in Indian sports marketing.

Note: Due to the border tensions between India and China in 2020, Vivo temporarily suspended its IPL sponsorship, but later returned as the title sponsor in 2021.

2. Dream11 - Official Fantasy Sports Partner

  • Brand: Dream11 (Fantasy Sports Platform)

  • Deal: Dream11 signed a ₹222 crore ($30 million approx.) deal in 2020 to become the official fantasy sports partner of IPL. Dream11 became the title sponsor of IPL 2020 after Vivo’s suspension.

  • Impact: Dream11’s association with IPL has been a game-changer for the fantasy sports industry in India. The brand’s ads and promotions have been a key feature of IPL broadcasts, making it one of the largest fantasy sports platforms in India. Fantasy cricket fans actively engage with Dream11’s IPL leagues, creating a large fanbase and significantly contributing to Dream11's brand growth.

3. Tata - Title Sponsor (2022 and Beyond)

  • Brand: Tata Group (Indian Conglomerate)

  • Deal: In 2022, Tata took over as the new title sponsor for IPL after Vivo’s departure. The deal was signed as part of a multi-year partnership.

  • Impact: Tata’s association with IPL has been a huge shift towards Indian brands taking center stage in IPL sponsorships. The Tata brand is synonymous with reliability and trust, and its involvement has led to even greater credibility for the IPL.

  • Significance: The Tata IPL has been promoted across multiple platforms, including digital, television, and outdoor advertising, which aligns well with the company’s wide portfolio of products.

4. Coca-Cola - Official Beverage Partner

  • Brand: Coca-Cola

  • Deal: Coca-Cola has been a long-time partner of the IPL, with deals spanning over a decade. Coca-Cola has held the position of official beverage partner for multiple seasons.

  • Impact: Coca-Cola has used IPL’s popularity to target a massive audience through advertising and in-stadium activations. The brand’s logo has been visible during match breaks and across the stadiums, ensuring high visibility and engagement with a diverse fanbase.

5. Adidas - Official Apparel Partner

  • Brand: Adidas (Sportswear Brand)

  • Deal: Adidas has been one of the key apparel partners of IPL, providing official merchandise, uniforms, and fan gear for players and fans.

  • Impact: The partnership has not only helped boost Adidas' presence in India but also strengthened its position as a leading sportswear brand. Adidas often runs promotions and advertisements during IPL, driving sales and enhancing fan engagement.

6. Paytm - Official Payments Partner

  • Brand: Paytm (Digital Payments Platform)

  • Deal: Paytm has been a key partner for IPL in the capacity of official payments partner. Paytm has provided various payment solutions during the tournament, especially during ticket sales and digital merchandise sales.

  • Impact: The association between Paytm and IPL has helped the brand cement its place as a leader in digital payments in India, capitalizing on the cashless transaction trend in India, which aligns well with the IPL audience's digital consumption habits.

7. MRF - Official Bat Sponsor

  • Brand: MRF (Tire Manufacturer)

  • Deal: MRF has been one of the longest-serving sponsors in IPL, being the official bat sponsor for multiple teams (e.g., Chennai Super Kings) and players (e.g., Virat Kohli, AB de Villiers).

  • Impact: MRF’s iconic branding on cricket bats used by top IPL players has led to immense visibility for the brand. The use of MRF bats by several IPL stars has reinforced the brand’s connection to cricket, making it a household name in India.

8. Byju's - Official Education Partner

  • Brand: Byju’s (EdTech Platform)

  • Deal: Byju’s became the official education partner of IPL and has been involved in various marketing campaigns, including branding during IPL broadcasts and engagement through educational content.

  • Impact: Byju’s partnership with IPL allowed it to reach a wide audience of students, educators, and professionals, aligning the brand with educational excellence while reaching millions of young fans, especially in the growing ed-tech sector.

9. Amazon - Official E-commerce Partner

  • Brand: Amazon (E-commerce Giant)

  • Deal: Amazon has partnered with IPL as an official e-commerce partner, integrating its platform for sales of IPL-related merchandise, tickets, and promotional offers.

  • Impact: This collaboration has been vital for boosting the e-commerce giant's visibility, making Amazon a go-to platform for IPL-related products, and strengthening its position as one of the most popular online retail platforms in India.

10. Kingfisher - Official Beer Partner

  • Brand: Kingfisher (Beer Brand)

  • Deal: Kingfisher has been associated with IPL as the official beer partner. The brand has utilized its position to target a large adult demographic through various promotions and campaigns.

  • Impact: Kingfisher’s association with IPL has enabled it to tap into the cricket-fan market and further establish itself as one of India’s leading beer brands, especially with in-stadium activations and fan engagement activities.

11. PhonePe - Official Digital Payments Partner

  • Brand: PhonePe (Digital Payments Platform)

  • Deal: PhonePe has been associated with IPL through its role as the official digital payments partner. The partnership includes integrations for ticketing, merchandise, and match-related promotions.

  • Impact: Through its association with IPL, PhonePe has significantly expanded its user base by reaching cricket fans across the country, tapping into India’s growing digital payments ecosystem.

12. Unacademy - Official Partner

  • Brand: Unacademy (EdTech Platform)

  • Deal: Unacademy has partnered with IPL as an official sponsor and has integrated its brand into the IPL experience through ads, special campaigns, and offering educational content during the tournament.

  • Impact: The partnership has boosted Unacademy’s visibility and helped solidify its brand as a key player in online education. The collaboration leverages IPL’s massive audience to reach students and young professionals.

13. PepsiCo - Official Snacks Partner

  • Brand: PepsiCo (Food and Beverage Company)

  • Deal: PepsiCo has been a significant snacks partner for IPL, with its products being prominently displayed and promoted throughout the tournament. Their famous snacks brands like Lays, KurKure, and Pepsi are associated with IPL.

  • Impact: The collaboration has helped PepsiCo maintain strong brand visibility among IPL’s massive fanbase and capitalize on the high consumption of snacks during match days.

Conclusion

These collaborations and partnerships with top global and local brands have been key to IPL’s success. These brands leverage IPL’s extensive fanbase, global viewership, and digital engagement to boost brand visibility, drive consumer engagement, and ultimately enhance their own market presence in India and beyond. For IPL, these partnerships are a critical revenue source, contributing significantly to its financial power and positioning as one of the world’s most lucrative sports leagues.

If you’d like to dive deeper into any of these specific brand collaborations, feel free to ask!