IPL 2019: Real value of team sponsorship for Season 12

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Chennai Super Kings, Kolkata Knight Riders and Mumbai Indians continue to be the top performers on the team sponsorship sales pitch. Royal Challengers come next, but considering that the lead sponsorhips bring on board activations with Virat Kohli the team has failed to reach the desired numbers. An important position like the Right upper chest, which gets Kohli for a day to shoot commercials among other deliverables, is still open for sale.

While India Cement Group venture Chennai Super Kings are best placed after having closed all their sponsorships, Kings XI Punjab are left with a lot to be desired even after a much lower rate card than the majority of the teams. The league starts precisely after one week. The Punjab-based IPL franchisee is yet to close their title sponsorship even at a 50% lower value than the likes of the CSK and the Kolkata Knight Riders, who have traditionally been among top performers on IPL’s sales sponsorship pitch.

This is how the teams are placed with their sponsorship sales:


The defending champions who host Royal Challengers Bangalore in the season opener on the next Saturday, March 23, have been first to close their sponsorship sales for IPL 2019. Chennai Super Kings did not have much to offer as most of their associates from the last season, including title sponsors Muthoot Group, had decided to stay with the Champion. The team has made ₹ 42-45 crore from the consolidated sponsorship sales.


The Shah Rukh Khan and Juhi Chawla co-owned franchisee were the first one among the IPL teams to break even. The Kolkata Knights are among the ones to attract the best sponsorship values and the first few to sell off all their inventory. The tradition goes on in 2019, too. The KKR this season has sold entire team inventory in the range of ₹ 38-40  crore.


The team that shares the highest number of three IPL titles with Chennai Super Kings, has traditionally been in the top business aggregators in the IPL. Two lucrative deals with Viacom 18’s Colors and Korean smartphone and electronics brand Samsung, the Reliance Group-owned Mumbai Indians will pocket an aggregate ₹ 38-40 crore from the team kit sponsorships.


No IPL sales pitch can be bigger than an activation opportunity with India’s biggest brand icon Virat Kohli. Royal Challengers Bangalore have failed to cash in on that. RCB had bagged close to ₹ 18 crore from the lead sponsors Eros Now. As the VoD platform had decided to opt out, the team had tied up with the Kohli-backed athleisure brand Worgn. Anjana Reddy holds the major stake in the brand. Her women fashion range Imara, backed by film actress Jaquelin Fernandez, had initially agreed to be on the team jersey back. However, the deal InsideSport.co has reliably learnt that Imara is eventually replaced by Pillsbury Atta. The struggle still continues for a prime logo position on the chest. The team once all the sales are closed is likely to make ₹30-32 crore.


The new ownership and a new management of the Delhi Capital, previously Delhi Daredevils, have succeeded in retaining the faith of their commercial associates including title sponsors Daikin Air-conditioners. The Delhi Capitals will be closing their team sponsorship books at ₹ 25-27 crore. Though below par, but at least two more teams have made similar amounts from sponsorship commitments.


The team this year has got a shot in the arm with the title sponsorship deal with CoolWinks online eyewear brand. The IPL Hyderabad franchisee last year had supported the team owner group’s FM Radio entity logo – Red FM. The year has been relatively much better ion terms of sponsorship sales as Sunrisers Hyderabad consolidate ₹ 25-27 crore on account of sponsorships.


Inventory almost closed but no great deals is the story of Rajasthan Royals, apparently the most active team to create media buzz with their brand icon Shane Warne. The Pink City-based franchisees, who this year has opted the Pink identity for the team are closing the IPL 2019 sponsorships for ₹ 25-27 crore.


They are the only team left to close the title sponsorship, vacated by Kent RO water purifiers. The delay is also forcing the franchisee to compromise on the price tag, which has been below par due to the team’s dismal performance in the middle and lack of mega icons in the squad. There are interests for the title and deal is expected to be sealed anytime soon. However, the combined values for  all the sponsorship assets are expected to be ₹ 22-24 crore. At the present value the KXIP are seeking for their title, the deal will be the best value for a sponsor’s money.

Brands this year get additional opportunities to market their products on news platforms during the Lok Sabha election coverage, which generate tremendous traction, and then the upcoming ICC World Cup, starting on May 30. There being additional supply of sponsorship opportunities has worked adversely on the demand side. The relatively lower ad sales is a temporary phenomenon for the IPL. Cricket world’s hottest business property will be back to its best from next year, believe the agencies handling teams’ sales and brand sponsorships.

The  teams like KKR and CSK, which are enjoying long-term deals with the brands, are placed comfortably even now.

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