The moment Chennai Super Kings and Rajasthan Royals were suspended from IPL there were talks of IPL losing its lead sponsor in Pepsi. Eventually Pepsico did pull the plug on the sponsorship deal. The IPL sponsorship team was working hard in the background to secure a new sponsor and with out wasting too much time had interested parties and out of which a Chinese mobile phone manufacturer VIVO stepped up the chase and became IPL’s third title sponsors after DLF and Pepsi.
To everyone’s surprise VIVO saw the opportunity to partner with IPL and reach out to their target audience via a 2 year sponsorship deal which starts from IPL 2016. Such is the power of IPL after all its the biggest sports spectacle in India with a valuation of $1 billion plus.
Mobile phones as a category in sports sponsorships particularly cricket is popular. Mobile manufacturers like Karbonn, Micromax, Oppo and Zen are associated with cricket but VIVO now have the advantage with the lead sponsorship.
On the contrary there are questions about VIVO’s history, marketing plans, budgets, capacity to ramp up sales and after sales servicing etc. as soon as the IPL promotions begin. There are a set of skeptics who believe IPL management have just jumped into this opportunity without caring much about VIVO basically taken a step that is advantageous to them making it interesting to see how VIVO copes with the sponsorship.
Below is an infograph that explains the deal, VIVO’s presence, marketing spends in numbers and compares the sponsorship deals of all three IPL sponsors in the past.