Sign in Subscribe
Cricket (Sport)

Vivo, Nissan, and Paytm Bet Big on Cricket

Strategic Insights

— 1 min read

Cricket has become a vital tool for marketing and outreach in India, a country where the sport is deeply embedded in the culture. Vivo, a Chinese smartphone manufacturer, has recently become the title sponsor of the Indian Premier League (IPL), while Nissan, a Japanese carmaker, has struck an eight-year deal with the International Cricket Council (ICC). Meanwhile, Paytm, a mobile payments solutions company backed by Alibaba, has acquired the title sponsorship deal with the Board of Control for Cricket in India (BCCI) for Rs 203 crore. These partnerships underscore the significance of cricket in India's marketing landscape.

Key Takeaways:

  • Vivo, a Chinese smartphone manufacturer, has become the title sponsor of the Indian Premier League (IPL) to boost its brand presence in India.
  • Nissan, a Japanese carmaker, has signed an eight-year deal with the International Cricket Council (ICC) to become the global sponsor of cricket's international tournaments.
  • Paytm, a mobile payments solutions company backed by Alibaba, has acquired the title sponsorship deal with the Board of Control for Cricket in India (BCCI) for Rs 203 crore.
  • Guillaume Sicard, president of Nissan India operations, believes that cricket is practically a way of life for millions of Indians, making it an ideal platform for marketing.
  • Nissan aims to achieve 5% market share in India by 2020 and has invested in building a new plant and establishing a global R&D centre.
  • Santosh Desai, MD& CEO of Future Brands, notes that cricket advertising is expensive, but can be effective for new companies or those looking to relaunch their brands.

Statistics:

  • Vivo has agreed to become the title sponsor of the IPL.
  • Nissan has signed an eight-year deal with the ICC worth an undisclosed amount.
  • Paytm has acquired the title sponsorship deal with BCCI for Rs 203 crore.
  • Nissan aims to achieve 5% market share in India by 2020.
  • The IPL has already started working with Vivo for marketing purposes.

Sources:

  • "Nissan looks to drive sales through cricket", The Times of India.
  • "Paytm, Alibaba-backed mobile payments co, acquires BCCI title sponsorship", The Times of India.
  • "Vivo bags title sponsorship of IPL", The Times of India.

Read more