IPL teams close last-minute sponsorship deals as Covid hits revenue

According to industry experts, franchises will make Rs 10-15 crore minus the central pool revenue

e4m by Ruhail Amin
Updated: Sep 9, 2020 12:24 PM
IPL

IPL team sponsorships this year are getting defined by two major forces - new brands making a beeline to find some branding real estate, and existing sponsors re-negotiating price points.

The combined effect is that franchises are losing out on some big dollars this IPL season and yet not complaining as some revenue is better than none in the present scenario.

Franchise Rate Card

If we look at the team sponsorship revenues, while franchises like Chennai Super Kings, Kolkata Knight Riders, Mumbai Indians and Royal Challengers Bangalore earn anywhere in the range of Rs 18-20 crore, minus the central pool revenue, the other four make it between Rs 10-15 crore. 

This year is unique in the sporting history and has posed great demands on brands, associated with sporting events, to conserve spends. According to sources in the know of the franchise inventory for IPL 13, the rate card this year ranges between Rs 1 crore for a back of the helmet to Rs 7 crore for the front of the jersey.

While the back of the jersey is up for sale at Rs 4 to 5 crore, a clear 50 per cent dip compared to the last season, the side of the helmet commands a minimum price of Rs 3.5 crore.

“The only big earners this time are teams that sold some inventory before Covid, but they are also being forced to re-negotiate price points and offer at least a 20-25 per cent discount,” a source said.

The source also revealed that since IPL is just 10 days away, franchises are now offering big discounts to close the inventory at the earliest.

Team Revenues This Year

According to industry experts this year team revenues will be muted and top teams like Mumbai Indians, KKR and CSK will have to do without significant sponsorship revenues.

Here’s what the revenue figures this year are expected to be for franchises, minus the central pool revenue.

Kolkata Knight Riders: Estimated Revenue (Rs 12-14 crore)

While KKR has roped in Mobile Premier League as its principal sponsor, the official sponsors include Jio Digital Life, Lux Cozi, TV9 Bharatvarsh, Astral Pipes, Royal Stag, Green Ply, Colgate and Medimix. KKR’s official partners this year are Balkrishna Industries Ltd (BKT), Kingfisher, Mai Dubai (Dubai Based Bottled water company) and virtual reality cricket platform iB Cricket. Its merchandise partners include boAt, CricFig, Fanhood, Gully Live Fast, Suditi Industries Ltd and The Souled Store.

Chennai Super Kings: Estimated Revenue (Rs 13-15 crore)

CSK’s Principal Sponsors this year are Muthoot, India Cements, Gulf Oil, British Empire, Nippon Paint, Clear Anti Dandruff Shampoo and Jio Digital Life, while its Associate Sponsors this year include brands like Equitas Small Finance Bank Limited, Balkrishna Industries Ltd (BKT), Dream11, Boost, Mai Dubai and EUME.

Rajasthan Royals: Estimated Revenue (Rs 10-12 crore)

While RR’s Principal Sponsors this year are TV9 Bharatvarsh, sanitary pad brand Niine, Jio, Fena and KEI Wires & Cables, its Associate Sponsors include Colgate, APIS Honey, and sportswear company Alcis Sports. The team’s Official Partners are Dream11, Balkrishna Industries Ltd (BKT) and Kingfisher.

Mumbai Indians: Estimated Revenue (Rs 15 crore plus)

While Mumbai Indian’s Principal Sponsors are Samsung and Colors, its Associate Sponsors include Marriott BonVoy, Jio and Astral Pipes.

MI has got on board as its Official Sponsors names like Balkrishna Industries Ltd (BKT), Usha International, Kingfisher, Colgate, William Lawsons, Dream11, MakeMyTrip, BoAt, Mai Dubai, Performax, Reliance Foundation, DNA Networks, Radio City 91.1 FM and Fever 104 FM.

Sunrisers Hyderabad: Estimated Revenue (Rs 11-12 crore)

With JK Lakshmi Cement as the Title Sponsor, Sunrisers Hyderabad’s Principal Sponsors include Ralco Typres, Jio, TCL, lubricants company Valvoline, Dream11 and Nerolac.

Its other sponsors include Colgate, Jai Raj Steel and the Official Partners are sports equipment company TYKA, FanCode Shop, Double Horse and Mai Dubai.

Delhi Capitals: Estimated Revenue (Rs 12 crore)

This franchise’s principal sponsors include names like JSW Group, Ebix Cash and Lotus Herbals. As the other sponsors and partners Delhi Capitals has Balkrishna Industries Ltd (BKT), Jio, Coca Cola, BKT, BoAt, Paytm Insider, Dream11, Fever 1014, Radio Nasha, DTDC and Sqadgear.

Kings XI Punjab: Estimated Revenue (Rs 10-11 crore)

While the team’s Title Sponsor is Ebix Cash, its Principal Sponsors are Jio Digital, Fena, Royal Stag and Dream11. Kings XI has also roped in BKT as its official partner.

Royal Challengers Bangalore: Estimated Revenue (Rs 13-15 crore)

RCB has got on board as Title Sponsor Muthoot Fincorp while Max Life Insurance is its Official Life Insurance Partner as well as apparel partner for the upcoming edition.

The other brands associated with the franchise are - Myntra, Jio, Exide, Nuvoco, Astral Pipes and Balkrishna Industries Ltd (BKT).

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