 he Indian Premier League (IPL), which begins rolling on Friday, has yet to find any takers for regional sponsorship slots even as the buzz about rand clutter is gaining momentum with more than 100 brands competing for the consumer’s attention at cricket’s most lucrative event.
IPL had, last month, floated new sponsorship slots for the 11 cities that will host 60 matches this season at Rs 8-10 crore per sponsor.
The sponsors were offered access to branding on perimeters and in-stadia displays. But most marketers have found the price, about one-fourth of what a central sponsor like DLF pays, far too steep to spend on a specific city.
Meanwhile, marketing circles are abuzz with talks of a brand overload around the Twenty20 tournament, thanks to the numerous advertising and sponsorship opportunities floated by the IPL, ranging from television (Sony Max and Colors) and Internet (YouTube) to team sponsorships, ground sponsorships and theatre rights.
Besides, each of the eight franchisees is selling every possible sponsorship property including apparel, kits, beverages and even post-match parties.
The third IPL season has opened avenues for even smaller advertisers outside of television. So clutter is bound to increase,” says Navin Khemka, senior VP at media buying firm Zenith Optimedia. “Having said that, with IPL, sports marketing is coming of age in India.” That hasn’t stopped many brands from associating with the league though.
“Clutter is a reality outside IPL as well. We are trying innovative steps like ground activations, a co-branded fan club with Delhi Daredevils and advertising on YouTube among others,” says Anand Singh, marketing director of Coca-Cola, which is using more than one platform to advertise on IPL.
But the world’s largest beverages firm did not find the regional sponsorship slot appealing enough because as a national brand Coke is more interested in pan-India platforms.
Vijay Naryanan, vice president — marketing at Havells India, said the electric switches firm did not take ground sponsorship slots as team sponsors also get access to spots on ground. “Moreover, we believe only the big brands with largest money muscle get visibility with the others getting lost in the clutter.”
Havells has bought ad spots on IPL broadcaster Sony Max.
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