The Aditya Birla Group has emerged as a formidable contender to secure the coveted title sponsorship for the Indian Premier League (IPL) from 2024 to 2028. The conglomerate has submitted an impressive bid of Rs 500 crore per year, totaling a substantial Rs 2500 crore for the entire five-year cycle. This bid significantly surpasses the IPL title sponsorship’s reserve price, which stands at INR 350 crore annually or Rs 1750 crore over five years.
Tata Sons, having been the sponsors for the last two IPL seasons in 2022 and 2023, possess the first right of refusal as per the rules set by the Board of Control for Cricket in India (BCCI). However, to retain the sponsorship, they are required to match the highest bid. The deadline for submitting the bid was January 12, following the tender’s release on December 12, 2023.
Noteworthy is the fact that Tata Sons paid INR 670 crore for the IPL sponsorship in the previous two seasons. The Aditya Birla Group’s substantial bid marks a potential shift in the landscape of IPL sponsorships. The BCCI has explicitly excluded bids from Chinese companies and those associated with fantasy games, sportswear, cryptocurrency, betting, and gambling, laying down specific criteria for ineligibility.
Should the Aditya Birla Group successfully secure the IPL rights, it could prove to be a significant boost for the 65-billion-dollar conglomerate. This strategic move would not only enhance its consumer offerings but also make its brand more attractive to the younger demographic.
Looking ahead to IPL 2024, the league is set to feature 74 matches, consistent with the previous edition. However, the BCCI is considering an expansion to 84 matches in 2025 and 2026, with a further increase to 94 matches in 2027. This strategic expansion aims to exponentially increase the league’s brand value, potentially attracting sponsors globally and elevating the IPL to new heights in the world of cricket.
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