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.
Rivcky John
A prominent figure in sports journalism for the last two decades. Cricket Analyst & Writing News, Features, Match Previews/Reviews/Reports, And Opinion Pieces on Cricket. You can connect with him on Facebook also.