Aerated drinks brand Campa, owned by Reliance Consumer Products Limited (RCPL), a subsidiary of Mukesh Ambani’s Reliance Industries conglomerate, has reportedly replaced Coca-Cola’s Thums Up as co-presenting sponsor for the upcoming season of the TATA Indian Premier League (IPL).
Per Economic Times, the deal value is in the Rs 200 crore ($23 million) ball park.
The development follows close on the heels of RCPL announcing the official launch of its new, sports drink, Spinner, co-created with legendary cricket icon Muttiah Muralitharan.
At Rs 10 for 150ml, Spinner is being marketed at about half the price of established sports drinks brands like Gatorade and Powerade, sold by PepsiCo and Coca-Cola respectively.
At launch, Spinner is backed by its powerful partnership with five IPL teams, including Lucknow Super Giants, SunRisers Hyderabad, Punjab Kings, Gujarat Titans and Mumbai Indians, all of which will collaborate with RCPL to drive awareness and increase brand visibility nationwide.
“The co-presenting / co-powered property is a plum slot. This is the first summer where all cola companies will compete nationally, as till last year, Campa was still restricted to select markets. The brand acquiring such a large national property shows its intent to scale up rapidly pan-India,” an executive from Campa Cola told ET.
Meanwhile, Coca-Cola will maintain its partnerships with Chennai Super Kings and Kolkata Knight Riders, while securing additional sponsorship slots. It also plans to leverage its tie-up with Domino’s, which operates over 1,000 stores, following Jubilant FoodWorks' acquisition of a 40% stake in Coca-Cola’s bottling arm, Hindustan Coca-Cola Beverages (HCCB), in December.
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