Brand Sponsorships and Associations – Innovation
Cricket has always been a passion for Indian brands and serves as a primary touch point for brands to connect with its audience. In the on-going India New Zealand Cricket series, the major sponsors are from India. The sponsors are getting associated with cricket is not new, BCCI and team India has always got financial muscle.
Brands are taking out of the box route by associating with Indian Cricket. Even though it is not having any presence in New Zealand. The primary objective is to get grab eye balls of television audience by following Indian team. Brand Logo needs to be put stategically. to get more views. It is placed at square of wicket, or at bowling mark to grab maximum television viewers eyeballs . Additionally, brands are able to get television eyeballs at low investment
Amol has associated with Afghanistan, Hero with New Zealand Team, Kent with West Indies team are examples of these simple but effective sponsorships by striking deals which turn out to be a good investment decision. I am not sure how much they have befitted or what was the ROI but this trend does seem to continue. Others brands will follow by taking up sponsorships with touring teams. Global ambitions of brands gets fulfilled. It serves millions of cricket fans to tune into their television screenis.
The rise in the penetration of bigger screens and of OTT apps. However, the logos especially in the square of the wicket seems to be a great placement on TV Screens. Brands like Pan Bahar, Defa News, Ford, Niine, Centre fruit, Sparky, Indian Oil are capitalising on the on-screen placement opportunity. Women hygiene brand niine has taken a bold step by associating it with cricket a predominantly male audience viewership to educate the men to tackle the taboo associated with mensuration.
Brands are looking for innovative ways to grab eyeballs and a pie in the market. The key takeaway, cricket is an opportunity. This is true for challenger and new brands to create an opportunity, get attention and penetrate markets.
Cricket is seen as an opportunity especially for challenger and new brands to create an opportunity, get attention and penetrate markets