The Chinese mobile manufacturer Vivo has pulled out as the Indian Premier League’s (IPL) title sponsor. The Tata Group has replaced them for the 2022 and 2023 editions. Reportedly, the BCCI through the title sponsor rights will earn a whopping sum of Rs 1124 crore for the next two seasons. Though Vivo has parted ways with the league, they still have to pay BCCI Rs 454 crore as they have signed a 5-year deal in 2018. The new title sponsor Tata Group will pay Rs 335 crore per season and Vivo will pay the remaining amount which includes the assignment fee as well.
The first edition of IPL matches was held in 2008. IPL has scripted a new chapter in the history of the cricket tournament. Initially, the sustainability of the game format was doubted by fans and sponsors alike, but today it is the most viewed and the brand value of the tournament in 2019 was Rs 47,500 crore which saw a slight dip in 2020. The 2020 IPL season set a huge viewership record with 31.57 million average impressions and with an overall consumption increase of 23 percent from the 2019 season.
With Tata Group coming on board as the title sponsor let’s take a look at the year-wise title sponsorship of the IPL editions.
The Delhi based real estate company DLF was the first title sponsor of IPL. They signed a 4-year deal between 2008 to 2012 and acquired the sponsorship title for Rs 40 crore per year.
The FMCG giant PepsiCo acquired the IPL title sponsorship rights for Rs 396 crore in 2012 by signing a deal for five years. Nevertheless, before the completion of the agreement, they terminated the deal in 2015 owing to the controversy of Chennai Super Kings and Rajasthan Royals getting suspended from the tournament.
Soon after PepsiCo’s withdrawal from the title sponsorship, the sponsorship title was transferred to the Chinese mobile manufacturer Vivo for Rs 200 crore in 2015. In 2017, Vivo retained the rights for another five seasons (2018-2022) for a whopping amount of Rs 2,199 crores. Soon it became the second company to terminate the agreement before the completion due to the India-China conflicts which led to anti-China sentiments and boycotting Chinese products in the country.
After Vivo’s withdrawal, the fantasy sports platform Dream11 claimed the title sponsorship for Rs 222 for one year deal.