After VIVO pulled out from IPL 2020 title sponsorship this year, various Indian companies have shown interest to get associated with the league this year. Another addition to this list is Yoga Guru Baba Ramdev’s corporation Patanjali Ayurveda. The group is keen to associate with IPL this year which will take place in UAE this year.
BCCI is currently in a dilemma as they are yet to determine the partnership which will hold the title sponsor rights for IPL 2020. Meanwhile, Patanjali is considering opening for the IPL title sponsorship this year as it will give their brand a global marketing platform.
Ramdev’s Patanjali to bid for IPL 2020 title sponsorship
“We are considering the IPL title sponsorship for this year since we want to give the Patanjali brand a global marketing platform,” Patanjali spokesperson SK Tijarawala told Economic Times. He also added that they are considering a proposal to the Board of Control for Cricket in India (BCCI).
However according to business watchers, if Patanjali gets a nod ahead as the principal sponsor for IPL this year will lack the star power of a multinational or a heavily-invested unicorn name. The brand will definitely benefit after becoming a part of the IPL but the league will not be growing much from it.
“Patanjali as a title sponsor for IPL will do more for Patanjali than for IPL. While the caste hierarchy among brands could play out, Patanjali owning the title sponsorship would be contextual from a nationalist perspective, since there is an enormous anti-China sentiment prevailing in the country,” the publication quoted brand strategist Harish Bijoor as saying.
However, Patanjali will be facing major competitions with noticeable brands such as Jio, Amazon, the Tata group, Dream11, Adani group and education start-up Byjus for getting IPL sponsoring rights this year.
The Baba Ramdev-led Patanjali Ayurved in the last few years has become greatly popular as it manufactures a variety of mineral and herbal products in the market. It will be really interesting to see which India brand gets the nod from the BCCI and bags the sponsorship rights for IPL 2020.
The league this year is all set to take place between September 19- November 10 in UAE. BCCI has already shared a detailed plan of IPL 2020 with all the franchise as the teams are all set to depart for UAE later this month.
