With only a month away for the second season of the Indian Premier League (IPL) to commence, the Delhi Daredevils team, owned by GMR Sports Pvt Ltd, has already announced Fever FM as its official radio partner. The Delhi Daredevils also has a couple of international and national brands behind it – Coca-Cola, Sony Ericsson, The Times of India, Hindustan Times and Bigadda.com. Apart from on-ground activities, Delhi Daredevils will also launch its online and ATL campaigns along with merchandising. Adidas is the official kit supplier and official licensed product and will sell the Delhi Daredevils range across over 70 exclusive stores and 12 cities.
Delhi Daredevils is taking a 360 degree approach towards its campaigns, which are likely to break in the first week of March. And unlike last year, this year the Delhi Daredevils has an in-house creative team.
As the date for IPL Season 2 gets closer, the franchisees across the country are on an overdrive to gather eyeballs for their respective teams. GMR Sports (owner of the Delhi Daredevils) has created a platform for their fans by binding them into a community that will be the official ‘Members Club’ of the Delhi Daredevils. Through this club, members can get access to a ‘Special Members Stand’. They will also be allowed discounts on match tickets, attend team practice sessions, meet the players at social engagements and even post the matches, and can also be in constant dialogue with players online. In addition, members also get access to discounts on official merchandise and special offers from alliance partners.
Speaking to exchange4media, Vidur Naik, Marketing Manager, GMR Sports, said, “Our focus this year is on-field performance, and all our efforts are to bring the Trophy to Delhi. In terms of marketing, we have tied up with some leading international and Indian brands like Coke, Sony Ericsson, Fever, TOI, HT and Bigadda.com, to promote and interact with the fans of Delhi Daredevils. We are also in the process of launching a very extensive fan-based activation, which will create loyalty and affiliation for the citizens of the NCR.”
Naik further informed, “We are in the process of launching a very extensive on-ground, online and ATL campaign for fan activation, we also have very strong merchandising plans with our key partners like Adidas, who shall be the official kit supplier and official licensed product and shall sell the Delhi Daredevils range across over 70 exclusive stores and 12 cities. We also have a partner called Genesis, who shall be running the non-branded apparel and fan cheering items for our fans across various key locations across the NCR region and also at the stadium.”
Naik, however, declined to comment on the team’s ad-spends or marketing budget for the campaign and also on their breakeven plans. Nonetheless, he did admit that like any other company, the slowdown was affecting GMR Sports as well. “We are very confident about finding the partners who share the same passion and vision for sports as we do,” he asserted.
While the Daredevils are still on the prowl for sponsors, Hero Honda has been roped in as their principle sponsor.