New Delhi: boAt – a consumer tech brand that is an amalgamation of action sports, music, and fashion becomes the official audio sponsor for six IPL teams -Mumbai Indians, Chennai Super Kings, Kings XI Punjab, Kolkata Knight Riders, Delhi Capitals, and Royal Challengers Bangalore.
boAt has been partnering with IPL teams since 2018, and this year the brand has leaped by becoming the audio sponsor for six teams. boAt has also announced the launch of limited-edition earphones, headphones, and speakers inspired by the insignia and colors of the teams, to cater to the fans of the respective teams. The starting price of these licensed products is INR 499 and will be available online on sites like Amazon.in, Flipkart, and more.
The brand’s very own boAtheads (brand ambassadors) Hardik Pandya, Shikhar Dhawan, Shreyas Iyer, Rishabh Pant, Prithvi Shaw, and KL Rahul will also be playing with the respective teams. With the brand motto of bringing stadium experience to the home, the association this time is bigger than ever
Commenting on the partnerships, Aman Gupta, Co-founder, boAt Lifestyle said, “The announcement of the Indian Premier League (IPL) has brought back the excitement amongst viewers and advertisers who were starved of original sports content. Due to the pandemic, work from home (WFH), workout from home, learning from home, cinema at home has become the new normal and with IPL the consumers will also witness another first – Stadium at home. Cricket is no less than a religion in India, will be viewed with no less than a stadium like an ambiance. IPL season will give the right push to not only speakers, sound-bars, and earphones but the overall audio industry. We are optimistic with our limited edition of headphones and speakers, the experience for our consumers will be bass-heavy”.
IMG Reliance has been working closely with boAt on all their sports partnerships. On boAt and associations, Nikhil Bardia, Head of Sales at IMG Reliance commented, “Excited to have boAt as our official audio partners, they truly know how to increase the decibel of excitement for the millennial of the country.”
Work from home (WFH), workout from home, cinema at home, and study from home has acted as catalyst and boAt has witnessed a 20% surge in demand for its products in COVID times. The brand has also crossed > INR 500 crore (FY 2019-20) in gross revenues in just over 4 years. The ‘Made for India’ brand has ramped up quickly and is now ranked as the No.1 brand in the earwear (headphones & earphones) segment, with around 20% market share as per the data released by leading IT market research and advisory firm International Data Corporation (IDC).
boAt products have been evolving from wired to wireless, from earphones to ear-buds, and have even partnered with Amazon and Google for voice-enabled speakers. After establishing dominance in the audio accessories market boAt has now debuted in the ‘wearable’ category.