MUMBAI: The Board of Control for Cricket in India (BCCI) has announced a three-year association with Tata Nexon as official partner for the VIVO Indian Premier League.
While financial terms were not disclosed, SportzPower can confirm that Maruti Suzuki was also in the running for the association. Tata Motors secured the sponsorship after agreeing to pay Rs 420 million a year for the association, while the Japanese auto maker and country’s market leader by a long mile was offering Rs 360 million a year, this website has been told by reliable industry sources.
As official partner, Tata Motors will leverage the IPL platform to showcase the new Nexon in the stadium, across all matches, with exciting on-ground engagement plans and merchandise. The matches will witness unique engagement activities like the Tata Nexon Super Striker – the batsman with the highest strike rate of the match/tournament stands a chance to win daily and season award. The Super Striker of the tournament will win a Tata Nexon. The Tata Nexon Fan Catch on the other hand is a fan engagement activity where any fan who takes a one-handed catch in the stands, has a chance to win Rs 100,000 and the season winner gets a Nexon. Tata Nexon will also leverage IPL Fan Parks across 36 cities for engaging brand experiences.
Speaking on the development, IPL chairman Rajeev Shukla said: “We are delighted to have Tata Nexon as an Official Partner of the IPL. Having a leading Tata brand on board is a great testament to the IPL. We look forward to delivering great value to both the brand as well as the company”
Mayank Pareek, president Passenger Vehicle Business Unit, Tata Motors, commented: We are delighted to have our Level Nex performing brand Tata Nexon be associated with IPL, one of the biggest sporting events in the country that gives brands a very effective, large scale platform to connect with its consumers. Cricket is the most celebrated sport in India and the IPL is all about Superlative Performance, which is also the mantra for the Tata Nexon. We are on an aggressive growth curve currently and would like to ride on the cricket wave to further strengthen our brand among the younger customer groups. We have big plans to capture the audience attention On-ground, On-Air and across Digital and we hope drive value from this association.”
