Nine prominent companies, including Dream11, Ceat, Saudi Tourism, and Aramco, among others, have reportedly acquired the tender document for the Indian Premier League (IPL) associate and special partner slots.
According to ET’s report, other contenders in the race include Mastercard, RuPay, PhonePe, MyCircle11, and DP World.
Interestingly, five out of these nine companies are already sponsors of the IPL.
Previously, Dream11, Saudi Tourism, and RuPay served as associate sponsors, while Saudi Aramco was associated with the orange and purple cap, and Ceat was the strategic time-out partner.
However, newer companies like Cred, Upstox, and Paytm have opted out of participating in the IPL this time, possibly to focus on cost reduction.
The deadline for purchasing the request for quotation (RFQ) document was February 19, with bids due to be submitted by February 21.
Outlined in the RFQ released by the BCCI on January 29, the price for an associate partner stands at INR 65 Cr per year for 74 matches, with six official partner slots available.
Moreover, the prices for partnerships such as the Orange & Purple Cap, Umpire, and strategic timeout are INR 60 Cr, INR 50 Cr, and INR 40 Cr per year, respectively, for 74 matches.
The IPL remains one of the most-watched sporting events in the country, attracting a staggering 505 Mn viewers last year, as per BARC India statistics. Additionally, the viewership watch time totaled an impressive 427.1 Bn minutes, as stated by Disney Star in a press release.
Given the immense viewership, companies view the IPL as a prime opportunity to showcase their products and offerings, making it a highly sought-after platform for advertising and brand promotion.
