Delhi Capitals has already matched its 2019 revenues due to numerous new and existing sponsorship deals.
According to Brand Finance, the world’s leading independent brand valuation consultancy, the Delhi-based franchise witnessed the highest growth in brand valuation in 2019. Despite initial uncertainties surrounding this year’s edition of the IPL, early signs indicate an even more successful 2020 as the team’s jersey branding assets have acquired equal or higher value than in 2019.
Currently, the Delhi-based franchise has 16 partners, including title sponsor JSW Group who consider this platform to be an ideal fit to promote its move towards consumer-focused brand initiatives.
Prior to the start of the tournament, the Capitals announced deals with multiple brands including Ebix Cash, APL Apollo, Acko General Insurance, Colgate, Livinguard, Nissin and OK Credit. The franchise has also signed valuable licensing associations with brands like Kotak for credit and debit cards, Boat for music accessories and Fancode for merchandise and furthering fan engagement.
“Given the unique circumstances and challenges posed by the pandemic, the focus of this year’s sponsorship activation is on maximising community engagement and forging meaningful and innovative collaborations”
One such collaboration is the ‘Voice for Local Campaign’ launched in association with OK Credit, the team’s official Digital Credit Ledger, which empowers small business vendors across the city which have been impacted by the lockdown.
Capitals also announced, in another first, Livinguard as its Hygiene partner, ensuring the safety of its players off the field. The team’s association with Bodycare also promotes the message of body positivity Dhiraj Mahotra CEO Delhi Capitals said, “The combination of the most highly awaited edition of the IPL along with Delhi Capital’s strong squad has inspired a lot of confidence in the market and made our franchise an ideal avenue for Indian and International brands that are looking to associate with a young and dynamic team.
John Stephenson
john@cricketinvestor.co.uk
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