IPL 2021: As IPL Teams Lose Value, Disney+ Hotstar Gets 10 Sponsors

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Disney+ Hotstar, which holds the right to broadcast all the IPL 2021 games, has roped in 10 sponsors for the world’s richest cricket extravaganza which starts on April 9th with the Royal Challengers Bangalore (RCB) squaring up against defending champions Mumbai Indians (MI) in Chennai. Dream11 is the ‘co-presenting sponsor’ and Upstox and Vimal Elaichi will be the  ‘co-powered by’ sponsors. The role of ‘associate sponsors’ will go to Phone Pe, Association of Mutual Funds in India (AMFI), Unacademy, Pharmeasy, Livspace, Swiggy, and Parle Agro.

Nitin Bawankule, President, Ad Sales, Star & Disney India, said this: “IPL is a prime sporting property that provides advertisers an opportunity for real-time consumer engagement on Disney+ Hotstar. Going by the response from the market, IPL 2021 promises to be an even more significant opportunity for brands. All key features such as Super 4s, Super 6s, Fall Of Wickets, Milestones, and Super Savers have sold out within a short period, and we see early closures across categories.” 

The innovative advertising formats will target connected TVs. The custom branded content solutions will provide brands with the unique opportunity to reach a highly engaged and affluent audience through the sharp targeting options available on live sports. You can enjoy the IPl in five different languages on Disney+ Hotstar — English, Hindi, Telugu, Kannada and Tamil. It will be available to the subscribers of Disney+ Hotstar VIP (Rs 399 for 12 months) and Disney+ Hotstar Premium (Rs 1499 for 12 months).

IPL Teams Lose Value

Based on a report published by Duff & Phelps on March 10th, the brand value of IPL shrank by 3.6 percent in 2020. In 2019, IPL’s brand value was Rs 47,500 crore. It fell down to Rs 45,800 crores in 2020. The individual teams have also shown a dip in revenue and value over the last year. As per the Duff & Phelps report, this has probably been brought about by reduced franchisee-related sponsorship revenue, loss of gate collection, reduced food and beverage revenue and the teams’ on-field performances of certain teams. The fact that IPL 2020 was held without fans and behind closed doors in the UAE also led to a drop in its value. Among the teams, Chennai Super Kings (CSK) led by MS Dhoni and Kolkata Knight Riders (KKR) saw their brand value dip by 16.5% and 13.7%, respectively, as against last year. The Super Kings’ brand value has been reduced from Rs 732 crore in 2019 to Rs 611 crore in 2020, while the KKR’s brand value has shrunk from Rs 629 crore in 2019 to Rs 543 crore in 2020. The five-time champions Mumbai Indians also saw an erosion of 5.9% of brand value, but retained top spot with Rs 761 crore in 2020. Speaking on the matter Santosh N, external advisor, Duff & Phelps India, said, “Similar to the impact on other businesses and the overall economy, the pandemic led to a decline in the IPL ecosystem value. However, with people forced to spend time at home, there was an increase in IPL television viewership. The 2020 edition was a huge success for broadcasters as it broke viewership and advertising revenue records. Television ratings skyrocketed and advertisers tapped into this opportunity to scale up their brand image. Despite the challenging year, this momentum is indicative of how strong the IPL brand has become. With the economy opening and COVID-19 cases decreasing in India, we expect sponsorship deals to be back to their pre-COVID-19 levels. We have now entered a more stable phase in terms of the IPL ecosystem’s value; the value appreciation is not expected at the rate of previous years. However, an increase in the number of teams in 2022 and the renewal of media rights in 2023 could enhance the IPL ecosystem value in the future.” 

Here’s the teamwise brand value comparison (2019 and 2020) 

  • Mumbai Indians: Rs 809 crore in 2019. Rs 761 crore in 2020. Growth: -5.9% 
  • Chennai Super Kings: Rs 732 cr in 2019. Rs 611 cr in 2020. Growth: -16.5% 
  • Kolkata Knight Riders: Rs 629 cr in 2019. Rs 543 cr in 2020. Growth: -13.7% 
  • Royal Challengers Bangalore: Rs 595 cr in 2019. Rs 536 cr in 2020. 
  • Growth: -9.9% Sunrisers Hyderabad: Rs 483 crore in 2019, Rs 442 crore in 2020. Growth: -8.5% 
  • Delhi Capitals: Rs 374 crore in 2019. Rs 370 crore in 2020. Growth: -1.0% 
  • Punjab Kings: Rs 358 crore in 2019. Rs 318 crore in 2020. Growth: -11.3% 
  • Rajasthan Royals: Rs 271 crore in 2019. Rs 249 crore in 2020. Growth: -8.1%

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