IPL Title Sponsor TATA: The Rise of an Indian Conglomerate in Sports Marketing

In August 2020, the Board of Control for Cricket in India (BCCI) announced that TATA Sons, one of the largest conglomerates in India, would be the new title sponsor of the Indian Premier League (IPL) for the 2020 season. The decision came after the Chinese smartphone brand Vivo, the previous title sponsor, withdrew from the tournament due to the border tensions between India and China.

The IPL T20 tournament is the most-watched cricket league in the world, with a viewership of over 462 million in 2019. This article explores the significance of TATA’s sponsorship in the IPL, its impact on the sports marketing industry, and the future of TATA’s association with the IPL.

TATA’s Association with Sports

TATA Group has a long history of association with sports in India. The group has sponsored and supported various sporting events and teams in India such as the Mumbai Marathon, Indian Super League (ISL) football team Jamshedpur FC, and Olympic medalist shooter Abhinav Bindra. TATA Group’s association with sports is aligned with its values of promoting health, fitness, and excellence.

TATA’s Entry into IPL

TATA’s entry into the IPL as the title sponsor was a strategic move to leverage the popularity of the tournament and increase its brand visibility. The sponsorship was part of TATA’s marketing campaign to promote its digital platform, Tata Cliq. The platform offers a wide range of products such as clothing, electronics, and home appliances.

The BCCI will continue to receive the same fee for the title rights. The original five-year deal was supposed to run until the 2020 season, but it got extended until 2023 because of the one-year break, and following Tuesday’s GC decision, Tata Group has stepped in and will serve as the title sponsor for the 2023 and 2023 seasons.

IPL 2023 Partners – Full List Updated

Partnership	Brand
Title Sponsor	TATA
Official Partners	Dream11
Unacademy
TATA Safari
CRED
Upstox
Official Broadcasters	Star Sports
Official Digital Streaming Partners	Disney+Hotstar
Umpire Partners	PayTM
Official Strategic Timeout Partner	CEAT

TATA’s Impact on Sports Marketing

TATA’s Brand Value

TATA Group is ranked as the most valuable brand in India with a brand value of $19.5 billion in 2020, according to the Brand Finance India 100 report. TATA’s association with the IPL has further strengthened its brand value and visibility among the Indian and global audience.

TATA’s Contribution to the IPL

TATA’s sponsorship of the IPL has contributed significantly to the tournament’s revenue. The BCCI reportedly earned INR 440 crore ($59 million) from TATA’s sponsorship for the 2020 season. The revenue was crucial for the BCCI, which had suffered losses due to the COVID-19 pandemic.

TATA’s Impact on the Sports Marketing Industry

TATA’s sponsorship of the IPL has set a benchmark for other companies in the sports marketing industry. The sponsorship has demonstrated the potential of sports marketing as a lucrative avenue for brand promotion and revenue generation. TATA’s success in the IPL has encouraged other companies to explore opportunities in sports marketing.

Future of TATA’s Association with IPL

Renewal of Sponsorship

TATA’s sponsorship of the IPL was a three years deal for the 2020-2023 season. However, the company has expressed its interest in renewing the sponsorship for future seasons. The renewal of the sponsorship would further strengthen TATA’s association with the IPL and contribute to the tournament’s revenue.

Expansion to Other Sports

TATA’s success in the IPL has opened doors for the company to explore opportunities in other sports. The company has expressed its interest in sponsoring other sports events such as football and hockey.