India’s top real estate developer, DLF has bagged the title sponsorship rights for IPL with bid of Rs 200 crore for five years outbidding Hero Honda Motors, Percept D’Mark and Pepsi.
The deal comes as another shot in the arm for BCCI as it had earlier raked in huge money by selling television rights for 10 years to Sony and WSG for $918 million and $100 million for IPL’s promotion. To top it all, it recieved $723 million by auctioning franchise rights for 8 city leagues.
Come February 20, there may be further money waiting to pour in when cricket players would be auctioned with each player being priced between $3.3 million and $5 million.
By becoming sponsor, DLF could advertise on scorecards, programmes and maximum of 12 boards across all 59 matches. It will also get the sponsorship of the Man of the Match award.
DLF would also get to promote on tickets, television graphics and on-field branding on the stumps, floodlight pylons, sightscreens, team dugouts and boundary ropes.
Earlier too, DLF had been title sponsors for various cricket series.
The win may provide some consolation to DLF who earlier lost in getting franchise rights for city leagues. The advantage which DLF may derive is that it may be able to showcase its brand across India and especially in metro cities, which are venues for all matches.
It will also derive benefit through 177 hours of live event across television channels and in-stadia, and that too in prime evening time. Since IPL would host international players too, the brand DLF can be showcased there also especially when it is expanding its reach abroad by listing its company in Singapore and acquiring international hotel chain.
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