By: Bhawana Anand
Last updated : April 16, 2019 10:42 am
Brands like Tata Harrier & Dream 11 have planned exclusive in-stadia activities which are further amplified on social media
In fact this year’s IPL season has been slated to be bigger than ever right from the beginning, starting with the broadcast rights bid, which was bagged by Star India for Rs 16.347.5
“The in-stadia branding spends starts from Rs 70-80 lakhs and go up till Rs 25 crore, depending upon the brands and their sponsorships. The budget is set according to the grandness of the visibility across the wide arena even on the jerseys. Among all sponsors, center sponsors like VIVO, Tata Harrier, Hotstar and etc. tend to allot significant amount of monies,” explains Joshey John, Director, ITW Consulting.
The grandness in this format is defined by the engagement it offers. “IPL has evolved as a format that offers a gamut of
This year’s top spending categories during IPL are telecom & mobile handsets, e-commerce, automobiles and online gaming, to name a few.In-stadia branding is in fact bigger than any other format, and includes jersey branding, perimeter led display, stands branding and other ambient branding offered inside and outside the stadium. “In-Stadia branding is a significant part of the entire sports’ branding which the
In-stadia branding thus is isn’t restricted to stadiums, it is taken beyond by the brands. As John explains, “Each team plays 14 matches, which is when the sponsoring brand can create their identity. However to amplify their brand identity furthermore, the brands plan activities in a manner that involves a 360-degree amalgamated marketing plan. The in-stadium activations are also taken to social media. Therefore, the complete package provides them a bigger imagery display and engagement possibilities for the products & services.”
Well as long as cricket craze is here to stay, brands will continue to leverage the sport.