After the Chinese Smartphone Manufacturer VIVO has backed off from the sponsorship deal for this season, the BCCI looks for the next title sponsor for IPL 2020. Patanjali is preparing to bid for the replacement of VIVO and could recommend the Indian cricket board in this regard.
Patanjali spokesperson S.K. Tijarawala told Economic Times “We are considering the IPL title sponsorship for this year since we want to give the Patanjali brand a global marketing platform”
BCCI announced last week that the partnership with VIVO has ended. Under its five-year term, the board earned Rs 440 crore per year.
As market analysts say that Patanjali lacks the influence of a multinational corporation or heavily invested Unicorn brand to be a fiercely nationalistic icon replacing a Chinese brand.
“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.
BCCI is ready to hit title rights with many brands, among others Coke, Amazon, Dream11, Tata, and Jio are running as potential VIVO replacement candidates.
“I wouldn’t call it as a financial crisis. It’s just a little bit of a blip,” Ganguly said during a webinar on Saturday, organised by educational book publishers S Chand Group. “BCCI, it’s a very a strong foundation – the game, the players, the administrators in the past have made this game so strong that BCCI is able to handle all these blips.”
“You keep your other options open. It is like Plan A and Plan B. Sensible people do it. Sensible brands do it. Sensible corporates do it,” the former India captain added.