IPL has grown as a brand over the years: BCCI

Bengaluru, March 13: The Indian Premier League has seen massive bidding by broadcasting giants to secure the media rights. But the sponsors are yet to make a beeline to get associated with the IPL.

The Star India, right holders of IPL, and the BCCI have announced that regular partners like Paytm and CEAT Tyres extending their association to the IPL.

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However, some familiar names from past years like Airtel, Vodafone and Amazon are still have not come on board. But that has not worried the BCCI top brass and asserted that the IPL has only grown as a brand, underlining the signing of 34 brands as the league's partners for the upcoming edition.

"The brand strength of IPL has only grown over a decade of its existence. Business houses and industry majors have been viewing it as a premium source to connect people with their brands. It is evident in the fact that several sponsors have decided to increase their investment share this year and we are expecting to see an upward curve in the next cycle as well," said BCCI CEO Rahul Johri.

Johri said IPL is not only a platform for big brands but it also offers a venue for aspiring brands to build their mass connect. "This has been the case from the beginning. Big brands come with a certain base and brand recognition. But IPL has also given a chance for others to widen their reach through the combined power of TV and digital platforms. It's a chance they cannot afford to miss as viewership for IPL is incomparable," he said.

Vijay Shekhar Sharma, CEO of Paytm, agreed to this point. "We always maintained a fine relationship with the BCCI as cricket has played a major role in the development of our business since its inception. We are already title sponsors with BCCI tournaments and I am sure our association with the IPL will further enhance the value of our brand," Sharma said in an e-mail.