When in difficulty, add bells and whistles.
The forthcoming Indian Premier League (IPL) season will see marketing efforts matching the frills on the field.
With IPL franchises battling tepid advertiser response, Delhi Daredevils has changed the sponsorship game with quirky
sponsorship categories. It has an “official” hair cream and an “official” fruit among its sponsors.
And the trick seems to be working.
GMR Sports, which owns the Delhi Daredevils franchise, has blocked over 17 sponsors on board this year, against 10 last year.
“We have uncommon offerings and have blocked all categories,” said Hemant Dua, sports head, marketing, GMR. “Not just in names but also in product-display options, logo offerings and others.”
Companies including Muthoot Finance, Idea, Kingfisher, Pepsi, Air India and others are also on its board.
While Nissan, the official car partner will advertise products near the premium marquee corner, Brylcream is the official hair cream followed by Washington Apple, an official fruit.
Caps, shirts, helmets and trousers of players will advertise over 10 brands followed by other licensing arrangements.
While advertising through teams, brands invest Rs.10 lakh to Rs.8 crore, less than purchasing the title sponsorship for the event at R80 crore per year.
“To gain sponsors during lull economic times depends on the set of value-added services a franchise offers,” said Navin Khemka, partner, ZenithOptimedia, a media buying house.
New contracts have seen an average increase of over 15% in deal sizes.
“Our team revenues are growing by over 15% year-on-year, which is higher than the growth rates for initial three seasons,” said Dua.