Despite the hoopla surrounding the Indian Premiere League (IPL), several brands that invested heavily in cricket during World Cup (WC) 2007 and Twenty-20 2007 have till now shied away from putting their money and weight behind the IPL league matches. LG, for instance, accounted for over a fifth of offscreen advertising during World Cup 2007. It has chosen to stay away this time. Union Bank, the only brand to feature in the top 10 advertsiers list for both sports events, accounted for nearly a fifth of onscreen advertising in WC 2007 and over a half of it in Twenty-20 2007. It is cospicuous by its absence in the list of advertisers for IPL.
Dheeraj Malhotra, marketing and tournament manager for IPL, blames the phenomenon on companies moving their focus from cricket to other sports. He says that companies like LG and Samsung that previously invested heavily in cricket have now diversified their budget allocation to include other sports. The present list of advertisers for IPL no has auto company Hero honda, Kingfisher Airlines, Pepsi and reale state company DLF. Sony, on its part, has signed on Hyundai Motor India Ltd, Godrej Appliances Ltd, Vodafone Group Plc. (previously Hutch), Max New York Life Insurance Co, Citibank and Coca-Cola India.
While one can judge the value of these companies’ investment in IPL only with the benefit of hindsight, we bring you some key marketing and advertsing trends from WC 2007 and Twenty-20 2007 to help make comparisons. These include the top 20 offscreen and onscreen advertisers, their contribution to ad spends and what advertsing instruments attracted maximum sponsor interest.