With Pepsi pulling out of the IPL sponsorship, a big opportunity to partner with the biggest cricket show on earth has opened up. It isn’t hard to guess who could possibly replace Pepsi. It has to be some e-commerce company because this is their season. I am sure you will remember that the first sponsor of IPL was DLF because it all started at the time of the ‘real estate’ season. Of course, the season changed and the baton was passed on to an all-seasons brand like Pepsi. Now, it’s the turn of e-commerce or the digital industry to fund the spectacle.
The IPL or any event of this scale is a fantastic opportunity for any company to either strengthen its existing and successful brand position or to carve out mindshare for its new brand. Such events can consolidate a nation’s attention for a certain period of time and are excellent platforms for brand promotion. Given a choice, any brand will be willing to associate with it. The big question is, how many can afford to?