After winning the title rights for the cash-rich Indian Premier League in 2013, it seems PepsiCo is all set to sponsor all the teams in the latest edition of the tournament. It is reliably learnt that the company will now sponsor Mumbai Indians too. The 2013 champions were the only team not in PepsiCo’s kitty and will now get Rs 3.5 crore, though without an active spot on the jersey.
The Pepsi move, it seems, has come out of a desperate measure to register dominance in the lucrative tournament. With no restrictions on the number of commercial active spots on the player’s jersey, it has come as big surprise that PepsiCo, despite paying a handsome amount, will not be getting any mileage for the same.
Sponsors leave no stone unturned in exploiting even the smallest part of a player’s kit. Even a helmet, for instance, has multiple active spots – rear, front and side. Last year, the franchises managed to sell at least 10 active spots like the lead chest, right upper chest, lead arm, non-lead arm, back of the jersey, on cap, on the front and the back of the helmet, lead trousers and non-lead trousers. Surprisingly, PepsiCo’s Mumbai Indians deal seems like a win-win for the team.
The company, however, feels that the latest development with the Mumbai unit will only add to their presence – both on and off the field – taking the brand visibility up several notches.
For PepsiCo, such a deal will also mean more avenues to connect with its customers.
In another development, it is learnt that Pepsi has also retained the pouring rights. Last year, they had pouring rights for eight franchises — Delhi Daredevils, Chennai Super Kings, Rajasthan Royals, Royal Challengers Bangalore, Pune Warriors India, The Sunrisers Hyderabad, Kings XI Punjab, Kolkata Knight Riders — and have gone on to have the same for the upcoming edition of cricket’s largest extravaganza. With Pune out of the scheme of things, Pepsi will continue to flow for the remaining franchises.
What are pouring rights?
The company will have exclusive pouring rights at partner teams’ home matches along with the title of the official beverage for the eight teams. In simpler terms, the dug outs, drinks trolleys and the cool boxes will generate substantial visibility for the beverage and snacks giant.
With the ‘strategic timeouts’ and energy sapping conditions, these rights come as a good addition to Pepsi’s IPL package. It is clearly not satisfied with just the title sponsorship, and aggressive to milk the most out of the eight-team tournament.
Meanwhile, in-the-news Kolkata Knight Riders have added another source of cash inflow with Sansui agreeing to sponsor an active spot on the back of the jersey. The tech major, it is learnt, has struck a deal for Rs 8 crore.
They sponsored the Pune Warriors in the previous edition, and has made a smart move to be associated with the entertaining franchise.