MUMBAI: The Board of Control for Cricket in India (BCCI) Saturday announced Swiggy Instamart, leading Indian quick commerce grocery service, as an official partner for TATA IPL 2022.
With this central sponsorship announcement, the Indian cricket board has for the first time in its 15 seasons filled all NINE sponsorship slots available to it, and in the process crossed the Rs 1,000 crore (Rs 10 billion) revenues landmark, also a first.
This “last” central sponsorship follows on from the new deal BCCI signed with domestic card payment network RuPay earlier this month.
According to available information, the deal with Swiggy, as was the case with RuPay, is in the of Rs 48-50 crore per season ball park.
As life returns to normalcy, there is a lot of excitement for the ongoing IPL season, which which kicked of Saturday and runs till May 29.
Fans are all set to come together with friends and family to cheer for their teams and enjoy the memorable moments both on and off the field.
“IPL is one of the most celebrated sports leagues in the world, and we are excited to partner with the BCCI to offer a wholesome experience to audiences with our large assortment of munchies, beverages and other snackable options through our quick commerce service Instamart. We look forward to engaging with customers/fans and catering to their needs, be it mid match snack cravings, beverages and popcorn for nail biting finishes or sweet indulgences to celebrate team victories”, said Ashish Lingamneni, head of Brand at Swiggy.
Swiggy’s association with cricket dates back to 2018 when the brand rolled out its first set of TV commercials focusing on the core tents of convenience, no minimum order and fast delivery. Since then, Swiggy has consistently launched new campaigns during the cricketing season. In 2020 Swiggy partnered with Disney + Hotstar webcast and Swiggy Instamart with a leading IPL franchise for campaigns on digital and social channels. This long-standing association with India’s largest sporting event is only getting stronger.
With the Swiggy confirmation the full sponsor deck for IPL 2022 is as follows:
Title Sponsor: TATA Group
Official partners: Dream11, Unacademy, Cred, Upstox, Swiggy Instamart, RuPay
Orange Cap and Purple Cap partner: Aramco (Saudi Arabia’s oil giant)
Umpire partner: PayTM
Strategic Timeout partner: CEAT
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