To sponsor or not: A case for IPL

Abstract

Sports’ marketing has evolved in India over the years, but their scope and opportunities have been restricted. With the onset of IPL, sports took a different dimension and direction from managing players to developing relationship with customer through medium called sports. So a study was conducted to understand the sponsorship market and to develop a sponsorship framework. The study began by studying the similarities and dissimilarities between world cup T20 and IPL in terms of their sponsorship structure, company profiles, viewership scale and variety and to identify possible reasons for sponsorships. The study proceeded by analysing IPL in depth. Few franchises were chosen representing diversity and variety in terms of team identity, markets, viewership and sponsors. The following teams were selected Chennai super kings, Mumbai Indians, Kolkata knight riders and Kings eleven Punjab. The main sponsor and sub-sponsor of each franchise was taken and analysed for commonalities and difference. Finally after analysing a four stage sponsorship was proposed.