Since its inception in 2008, the Indian Premier League (IPL) has not only been a cricketing extravaganza but also a platform that attracts brands looking to showcase their products and services to millions of viewers worldwide. The IPL’s allure extends far beyond the cricketing fraternity, drawing in audiences from diverse demographics and geographies. Its glitzy opening ceremonies, celebrity endorsements, and pulsating matches have transformed cricket into a spectacle that transcends the boundar?ies of the spor??t.

Moreover, the league’s global appeal has attracted top-notch sponsors, leading to lucrative deals that have further bolstered its stature as a premier sporting event. One of the most coveted spots in the IPL is the title sponsorship, where brands compete to associate themselves with one of the most-watched cricket leagues globally. On that note, let’s take a look at the journey of IPL title sponsors and their year-wise fees from 2008 to 2024.

All title sponsors of IPL and their fee

1. DLF (2008-2012) �INR 40 crore

A prominent real estate company based in Gurugram, DLF kicked off the IPL journey as its first title sponsor. Securing a four-year deal for INR 40 crores, DLF set the benchmark for future title sponsorships in the league. Founded by Chaudhary Raghvendra Singh in 1946, DLF’s association with the IPL added grandeur to the tournament’s inaugural years.

2. Pepsi (2013-2015) �INR 79.2 crore

In 2013, Pepsi, a global giant in the so??ft drink industry, took over the reins as the title sponsor, signing a lucrative five-year deal worth?? INR 396 crores. However, the partnership was cut short due to a corruption scandal that shook the tournament in 2015, leading Pepsi to withdraw its name prematurely.

3. VIVO (2016-2017) �INR 100 crore

Following Pepsi’s exit, Chinese mobile manufacturer VIVO stepped in as the title sponsor for the 2016 season, paying INR 100 crores per year. The association was extended for another year, showcasing VIVO’s commitment to the IPL and its growing popularity.

4. VIVO (2018-2019) �INR 439.8 crore

VIVO’s commitment to the IPL grew stronger as they renewed their contract for the 2018 and 2019 seasons, shelling out a staggering INR 440 crores per year. However, the partnership hit a roadblock amidst escalating tensions between India and China, leading VIVO to withdraw from the 2020 season.

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5. Dream11 (2020) �INR 222 crore

Amidst challenges posed by VIVO’s withdrawal, fantasy sports platform Dream11 stepped in as the title sponsor for the 2020 season, sealing a deal worth INR 222 crores. Despite being half the amount of VIVO’s deal, Dream11’s association brought stability to the tournament during uncertain times.

6. VIVO (2021) �INR 440 crore

Making a comeback in 2021, VIVO reaffirmed its commitment to the IPL, paying a hefty sum of INR 440 crores for the title sponsorship rights. The move signalled VIVO’s confidence in the league’s potential as a premier sporting event.

7. TATA Group (2022-2023) �INR 670 crore

In 2022, the TATA Group, India’s largest commercial conglomerate, entered the scene as the IPL’s title sponsor, securing a two-year deal worth INR 670 crores. The partnership highlighted TATA’s diverse business interests and its alignment with India’s most-watched cricketing extravaganza.

8. TATA Group (2024) �INR 2500 crore

In a groundbreaking move, the TATA Group once again secured the title sponsorship rights for the IPL, this time for a five-year period from 2024 to 2028, in a record-breaking deal worth INR 2500 crores. This marked the highest-ever sponsorship amount in the history of the league, underscoring the IPL’s stature as a premier sporting event and the TATA Group’s commitment to its growth and success.

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Ever since its inception in 2008, the Indian Premier League (IPL) has gr?own from strength to strength. A mere sporting event in its initial days, the league, has transformed into arguably the most glamorous annual event of the nation.

The cash-rich tournament scripted a new chapter in the game that once failed to? keep pace with the time. Everything about cricket was outdated as it still struggled to shed off its colonising character. The introduction of the IPL in 2008 dawned a whole new era for the game.

Lalit Modi, who gave birth to the seemingly-radical idea, studied business models of numerous football leagues in Europe and the USA before coming up with the final plan. The purists outrightly dismissed the format, me?dia and fans doubted its sustainability and sponsors were init??ially hesitant to invest their money.

Fast forward to its 13th season, the popularity of the league has been a tight slap to all the doubters and naysayers. Revenue-wise, it has grown into one of the most lucrative leagues of the world. Although there are various sources of the revenue, the amount generated from sponsorship makes up the lion’s share of the income for the league.

Now as t??he 2020 edition of the T20 extravaganza gets closer, with the opening match to be played on September 19 in UAE, it is worthwhile to look back at the year-wise leading sponsor from the very beginning to the current season.

1. DLF (2008-12) �40 cr

DLF signed a four-year deal by making the highest bid of INR 40 crores in the inaugural season of the tournament. It is a Gurugram-based real-estate behemoth founded by Chaudhary Raghvendra Singh in 1946.
 ??The deal ended in 2012 after which the brand decided not to renew.

2. Pepsi (2013-15) �79.2 cr

Global giant Pepsico became the second brand to sponsor? the league. They signed a five-year deal for a whopping INR 396 cro??res.

However, the soft-??drink manufacturers pulled out its name two years before the corruption scandal which rocked the tou?rnament in 2015. Sensing negative publicity, Pepsi decided to withdraw its name.

3. VIVO (2016-17) �100 cr

Chinese mobile manufacturer VIVO signed a title sponsorship a?greement for the 2016 season after PepsiCo ended its contract prematurely.

VIVO paid INR 100 crores per year to the BCCI and also renewe?d their contract.

4. VIVO (2018-19) �439.8 cr

After successful completion of its two-year contract, VIVO unhesita?tingly renewed their deal after making an audacious bid of INR 2,199 crore for five years.

The Chinese titan paid a staggering amount of INR 440 crore per year. However, i?t soon became the second company to termi??nate its agreement before time.

VIVO walked away from the 2020 season of the IPL following the armed conflicts between India and China that led to anti-China senti??ments swaying across the nation.

5. Dream11 (2020) �222 cr

Dream11 became the fourth brand to bag a title sponsorship rights in 2020. The board faced a lot of difficulties after VIVO? backed out a month ahead of the tournam??ent.

Although at half the amount what VIVO would have paid him, the BCCI will be happy t?o rope in Dream11 for the IPL 2?020. The fantasy sports platform will be spending INR 222 crores for one year deal.

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Fans are eagerly waiting for the Indian Premier League (IPL) 2020 to kick-off in the United Arab Emirates (UAE), however, before that the Board of Control for Cricket in India (BCCI) is scrambling to find the new title-sponsor after Chinese smartphone maker VIVO’s sudden exit.

Meanwhile, Yoga guru Baba Ramdev’s Patanjali Ayurved is reportedly considering bidding for the IPL title sponsorship slot.

“We are considering the IPL title sponsorship for this year since we want to give the Patanjali brand a global marketing platform,” Patanjali spokesperson SK Tijarawala told Economic Times.

But, Patanjali Ayurved might have to face fierce competition because as per media reports names of several giants including Jio, Amazon, the Tata group, Dream11, Adani group and education start-up Byjus have been doing the rounds as potential candidates for the IPL’s title-sponsorship.

Also, considering the current situation in the cou??ntry, especially the anti-China wave, market experts believe t?hat Patanjali Ayurved has an advantage in acquiring the cash-rich deal.

“Patanjali as a title sponsor for IPL will do more for Patanjali than for IPL. While the caste hierarchy among brands could play out, Patanjali owning the title sponsorship would be contextual from a nationalist perspective, since there is an enormous anti-China sentiment prevailing in the country,” said brand strategist Harish Bijoor as quoted by ET.

Moreover, the title sponsorship would b??e beneficial for Patanjali Ayurved as from the past few years, the Baba Ramdev-led company, which sells a range of grocery products including, honey and noodles in the Ayurveda and natural products space, has been running out of gas in dominating large categories like biscuits and toothpaste primarily due to allegedly inconsistent quality and trade disruptions.

Earlier in the month of June, Patan?jali Ayurved was involved in contro?versy after Ramdev launched Coronil claiming that these kits can cure Covid-19 patients. But, the Ayush ministry directed the company to sell the product only as an immunity booster and not as a cure for COVID-19.

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Chinese Firm ?VIVO has pulled out as the title sponsor of the Indian Premier League (IPL) 2020 edition, following backlash on social media. VIVO h?ad paid Rs 2,199 crore for a five-year contract in 2018.

The BCCI had earlier this week a??nnounced that all sponsors will be retained for IPL 2020, but VIVO has withdrawn following criticism in the backdrop of the violent clashes between Indian and Chinese troops in Ladakh in June.

Rashtriya Swayamsevak Sangh, the nationalist group in India, recently threatened to call a boycott of the IPL, picking up a wave of anti-Chinese sentiment after a clash on the border between the neighbours’ armies.

“Vivo has dropped out of IPL sponsorship this year. Since they had three years left under the contract, they will now do 2021, 2022 and 2023 instead,” a BCCI source close to the development told Moneycontrol.

The BCCI will float fresh tenders for title sponsor?ship in the next three days and will then decide the title sponsor.

Reacting to VIVO’s pullout, the Confederation of All India Traders (CAIT) has expressed great satisfaction at the development.

“Even though we had expected the BCCI to take a decision and remove Vivo but the BCCI cannot really give up their lust for money and therefore the pressure applied by CAIT for the boycott of the event and withholding permission for IPL 2020 has played strongly on the mind of the Chinese company to push them to take such a bold decision,” said CAIT Secretary General Praveen Khandelwal.

The cash-rich tournament has tie-ups with ?various other companies which have Chinese investments.

Also, Chinese officials have expressed their concern regarding the measures taken by the Indian governm??ent which ??they see as freezing Chinese enterprises out of the market of 1.3 billion people.

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Hotstar, the leading video-on-demand platform, has roped in Vivo and Maruti as co-presenting sponsors for the upcoming season of the Indi?an Premier ?League (IPL).

Vivo is also the title sponsor of the league as well as one of the co-pres??enting sponsors on Sony Pictures Networks India (SPN), which holds the broadcast media rights of the cash rich league.

While Vivo is a first-time advertiser on Hotstar, Maruti-Suzu??ki is advertising on the digital platform for the second time.

According to the reports from Cricketnext, Hotstar CEO Ajit Mohan said, “We are reinventing the experience of cricket on a mobile and India is changing the way it watches its favourite sport. We believe that Hotstar will be the primary screen for Vivo IPL 2017 for the 130 million video streamers in the country. Marketers are recognizing that these are audiences that are TV light or not present on television at all. We are delighted with the conviction that Hotstar will be the best vehicle this summer to reach this audience”.

On announcing the official release, the CMO of VIVO India, Vivek Zhang said, “It is exciting to see how the experience of enjoying cricket is changing with the surging demand of watching TV on small screens. Hotstar appeals to the youth and enjoys a tremendous brand recall”.

“Its desire to constantly invest on innovative technology which is in line with Vivo’s marketing objectives made it a preferred choice for Vivo. We are truly excited about the delightful cricket experience that the platform is driving and were indeed keen to be a part of this drive”, added Vivek Zhang.

Head of marketing at Maruti Suzuki India private limited, Sanjeev Handa said, “Our approach to media at Maruti Suzuki is customer centric. More and more of our target groups are now engaging with us on digital mediums. There is a diffusion of purchase cycle within digital since 50% of users start their research online which makes it imperative for us to be present extensively on these mediums. Hence our approach is integrating offline and online”.

“We wanted to embody the spirit of Play Glamourous for Vitara Brezza across the markets, and found a perfect fit by reaching out to the audiences via their closest screens i.e. mobiles. An average user is spending over 150 mins each day on mobile. Our tie up as Co-Presenting Sponsor on Hotstar will give us the mileage and the engagement with the most glamourous sport in the nation”, he added.

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