Imagine an IPL without MS Dhoni, Virat Kohli, Rohit Sharma or Kieron Pollard or the likes in the limelight. Or think of an IPL where only new players tick the scoreboard and are visible on the ground. If such a tournament would potentially be termed lacklustre, why can’t we say the same about brands?For sometime now, the big brands have been staying out of the title sponsorship of the IPL after PepsiCo moved out in 2016. Vivo came in to replace the beverage giant for the remaining two years (2016 and 2017) of its 5 year contract with the BCCI.In 2020, despite the impact of Coronavirus, the IPL has managed to attract big bucks but from newbies. Dream11, the first Indian online gaming platform to join the ‘Unicorn Club’, claimed the bragging rights of becoming the title sponsor for IPL 2020 with a staggering ₹222 crore bid, surpassing competitive bids by the Tata group and ed-tech platforms Unacademy and Byju’s.With Unacademy and Cred onboard as official partners and Byju’s sponsoring the pre and post match shows, the biggest sporting event on this year’s calendar is anchored by four start-up companies that were virtually non-existent five years ago. (Technically, they were… Read full this story
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