After its successful association with the Indian Premier League (IPL), Chinese handset maker Vivo has now teamed up with Pro Kabaddi League (PKL) as its title sponsor. The five-year deal, which will begin from July 2017, is pegged at Rs 275-300 crore, making it one of the biggest sporting deals in a non cricketing event.
Calling this partnership an endorsement of PKL’s success over the years, Sanjay Gupta, Managing Director, Star India said, “Vivo’s coming on board is a vital endorsement of the towering stature of Kabaddi. Vivo is a successful pioneer in its industry. As a renowned brand, that has wide appeal and is very aspirational. It stands for innovation, confidence, diversity and creativity and shared values that are connected deeply with the success of Pro Kabaddi. We are delighted that Vivo is our partner in shaping the future of Kabaddi. This is a long-term partnership. For the last four years, Star Sports had been the title sponsor.”
When it comes to sports sponsorship, the Chinese handset makers are setting a new precedent with Vivo and Oppo leading from the front. Recently, Oppo mobiles signed a five-year contract as Indian cricket team sponsors for Rs 1079 crore and managed to outbid Vivo’s Rs 768 crore offer for the same period.
Pro Kabaddi League Season 5 will also have twice the number of matches than last year. This has been specifically done to help advertisers build their brands and drive more sponsorship revenue. Explaining the rationale behind this new addition, Gupta stated, “We have increased the number of matches and hopefully, it will become a relevant platform for advertisers to build their brands. Given the inventory will also more than double, it should help to improve the overall sponsorship value that we make from Kabaddi. Together Star India, Star Sports, Vivo and All India Kabaddi Federation, as a ecosystem will build this sport to a level which every Indian can be proud of. The fifth edition of the Kabaddi League will have 12 teams and more than 130 matches spread over 13 weeks.”
Terming Pro Kabaddi Leagues’ success as “incredible” and calling it among India’s “most successful leagues”, Kent Cheng, Chief Executive Officer, Vivo India said, “We are thrilled to partner with Pro Kabaddi League as the title sponsor. This association is important for us as Pro Kabaddi League has reached incredible heights and now proudly stands as one of the most successful leagues in India. Earlier seasons have shown that Kabaddi is a sport whose popularity cuts across all audiences. With this association, Vivo aims to target the right audience and capture the hearts of Indians. We would like to wish Pro-Kabaddi League huge success in the years to come.”
“We want to get attached to the Indian viewers and as a brand, we strongly feel that the sports industry in India should grow and we are happy about this partnership,” added Vivek Zhang, Chief Marketing Officer, Vivo India.