Tata will replace Vivo as its title sponsor in this year’s edition of the Indian Premier League (IPL). India’s most valuable brand, as measured by discounted future revenue as well as the amount of time its owner leases it (if its ownership is denied), in a tournament billed as high Will replace a Chinese name for mobile phone. Effective convergence of the eyeball. It happened before the end of five years Vivo made a deal of 2,200 crores with the Indian Cricket Board. Vivo’s interest in continuing as the title sponsor of the IPL began to take a beating in 2020 following border clashes between the two countries. To recall, Dream11 played the role of substitute sponsor that year.
Though the terms of Tata’s IPL deal are yet to be revealed, our cricket board is unlikely to settle for less 440 crores that Vivo will pay as annual fee. Tata’s intention to play the role of sponsor also arouses curiosity. Despite being such a well-known brand, it may need to solidify its appeal among the younger audience, which includes the relatively risk-happy crowd, towards the dazzle of new offerings on the sustainability of enduring values like trust.
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