By Bhawna Rawat, Updated : Aug 17, 2020 11:55 IST
IPL 2020 UAE: TATA Sons leads title sponsorship race

Highlights:  

  • TATA Sons leading title sponsorship race. 

  • Others in race- Patanjali Ayurveda, Byju’s, Unacademy & fantasy sports firm. 

  • Choice of sponsors will be based on league’s brand value. 

IPL 2020 is yet to start in UAE from September 19, the heckle for title sponsor is still on. The race for title sponsor is between Tata Sons, Patanjanli Ayurveda, e-learning startups Byju’s & Unacademy. But the final call is yet to be made, after Vivo opted out, the hunt for title sponsorship was still on but now it seems that TATA Sons is leading the race. 

All the companies have submitted their Expression of Interest (EOI) with the BCCI. The choice of sponsor will not be based on highest bid but will be based on league’s brand value.   

Tata Sons is likely to add positive value & add an element of nationalistic pride to be homegrown tournament as opposed to startups, which have foreign investments & low brand equity. 

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Between two homegrown companies Tata & Patanjali, Tata is a very old homegrown ground with legacy by fairly large margin. The brand value of IPL stood at $6.8 billion in 2019 up 7% from 2018.  

IPL 2020 will be held in UAE from19 September to 10 November. The first match will be payed between Mumbai Indians (MI) & Chennai Super Kings (CSK).  

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