Star Sports signs 2 more broadcast sponsor, released first IPL promo

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The official broadcaster of the Indian Premier League (IPL 2021), Star Sports has signed two additional broadcast sponsors for the upcoming edition. Kamla Pasand and Frooti will join the ranks of Bingo, and Mutual Funds- Sahi Hai, the existing associate sponsors as co-presenting sponsors of the tournament. The cash-rich tournament set to commence on April 9 behind closed doors.

Last week, Star& Disney India announced the list of 10 sponsors for IPL 2021 on Disney+Hotstar.It is worth noting that each co-presenter signed a range of 115-120cr, while the associate sponsors are coming on board at 55-65 Cr levels. Vivo is the title sponsor and Dream11, Phonepe, Byju’s, and Just Dial as co-presenting 2021 IPL sponsorship.

Earlier, Disney+ Hotstar said that it has signed IPL 2020 title sponsor and fantasy sports platform as the co-presenting sponsor. It is learnt that the leading fantasy company tried retaining the title sponsorship rights for IPL 2021 and even made an offer to VIVO. However, the deal did not happen as offer of 250 Cr per annum was far below the expectations of the current title sponsor.

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Meanwhile, digital stockbroking firm Upstox and Vimal Elaichi as the “co-powered by” sponsors. Flipkart owned digital wallet Phone Pe, Association of Mutual Funds in India (AMFI), edtech firm Unacademy, epharmacy platform Pharmeasy, Livspace, Swiggy, and Parle Agro have come on board as associate sponsors. Internet company Just Dial also announced that it has signed an agreement with broadcaster.

It is learnt that despite the pandemic and holding the games outside India, the 13th edition of the league was super-successful in terms of deliveries to the brands. The viewership of IPL increased by 23% and the market termed IPL 2020 as a block-buster year. The delayed season of IPL surpassed the viewership of IPL 12 by 23% and a total viewership of 400 billion viewing minutes.

Over the weekend, Star launched their first promotional for the IPL, with former India captain and Chennai Super Kings (CSK) skipper MS Dhoni donning a new bald avatar. The new promo opens in a martial arts training camp with students playing cricket. Dhoni, sporting a bald look can be seen giving children a lesson on how greed is good if it brings continuous success.

The second promo opens in a summer camp with youngsters ready for a drill led by Team Leader Dhoni. Dhoni narrates the story of Virat Kohli. He delivers the message that aggression when channelized in the right way, can help achieve success.  The IPL will commence on April 9, 2021, in Chennai with the first match between Mumbai Indians and Royal Challengers Bangalore.

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