IPL: This year will be our best in terms of sponsorship revenues: Mohit Burman, Dabur
In an interview with exchange4media, Mohit Burman, promoter of Kings XI Punjab and Director, Dabur India Ltd, spoke about how IPL 2018 was different than its previous seasons, and what it means for team owners to go with a new broadcaster
With the new season of the Indian Premier League (IPL) less than a month away, these are hectic days for team owners and management to close all possible sponsorship deals. With Star India having the broadcasting rights, everyone has already started comparing this season with the previous ones in terms of new opportunities and sponsorship revenue.
In an interview with exchange4media, Mohit Burman, promoter of Kings XI Punjab and Director, Dabur India Ltd, spoke about how IPL 2018 was different than its previous seasons and what it means for team owners to go with a new broadcaster.
Every IPL season brings with it new opportunities and challenges, how would you define your IPL journey so far?
It is a bit of both. If we look at it historically, I think when we started in 2008, we were set to have the best team, and if you look at the team composition at that time, we had four captains. I would say the first couple of years were about understanding the whole concept and understanding the game. After that, we had a few hiccups too. The last 10 years have taught us to combat stress with excitement.
IPL has now become one of the biggest brand marketing platforms, what factors do you think have enabled this league to become such a huge phenomenon?
In the beginning we were all jumping into the deep end and we had no idea about the real potential of this league. Over the years we have tried to understand the reasons why it has become such a big phenomenon. I think some of the biggest factors that contribute to it are: cricket being the nation’s favourite sport, the format of 20 overs, the timing of the games and the international appeal. I think all of this has contributed to the big success of IPL.
This year the IPL media rights are with a new broadcaster, how are team owners looking at this change of hands?
To tell you the truth, those factors are not in our control. I think the amount Star has committed has obviously been well thought of. On the other hand, Sony’s contribution to the success of this tournament was huge. I would like to say that with the commitment that Star has put into this tournament, I’m sure we are going to do bigger and better things.
Has this change impacted team sponsorship revenues in any way?
I will put it this way—historically most of the teams had to wait till the last few weeks to close their sponsorship. I think this year, as I am talking, we have already sold our entire inventory. This year will be our best in terms of sponsorship revenues and I can say it will be 25- 30% more than what it was earlier.
As IPL enters its 11th year, how will you define the next level of IPL in terms of format and new opportunities?
So far IPL has been a process of great learning and there are few things that can happen, which could take IPL to the next level. We can have a few international games, or allowing us to play with some different country’s team etc. I would also like to add that this year our focus was to spend more money and build a strong nucleus of Indian players, and we have succeeded in doing that and we have to keep hoping for the best.
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