Enhancing Vivo's Brand with the Indian Premier League: Maximizing Visibility and Sales During and After IPL

The Indian Premier League (IPL) is one of the premier sporting events in the world, attracting a massive audience in India and around the globe. As a leading mobile brand, Vivo leverages IPL not just as a way to earn directly, but as a strategic tool to increase visibility, drive sales, and enhance brand loyalty.

Understanding Vivo's Earnings from IPL

Vivo, a global technology brand, earns revenue from the IPL through a combination of sponsorship rights, advertising, promotional campaigns, product sales, and brand loyalty. By being a title sponsor, Vivo not only enjoys extensive visibility but also positions its products as trendy and desirable among cricket fans, particularly the younger audience. This creates a synergy between the brand and the event, leading to potential long-term revenue benefits.

Sponsor Rights and Title Sponsorship

As a title sponsor, Vivo's brand is prominently featured in all IPL-related marketing and promotional materials. This extensive visibility helps boost brand recognition and sales. The title sponsorship not only ensures that Vivo's name is synonymous with the IPL but also provides numerous opportunities for brand activations such as meet-and-greets, player meet events, and integrating with award ceremonies.

Advertising During IPL Matches

Vivo benefits from advertising during IPL matches where they can showcase their products through commercials. The high viewership of IPL matches provides a significant platform for reaching potential customers. IPL matches are viewed by the entire family, making it an ideal medium for advertising. For instance, in 2008, ad rates were at R2 lakh per 10-second slot, while by 2012, they rose to R4 lakh, reflecting the growing value of advertising in the IPL.

Engagement Campaigns and Product Sales

Vivo often runs promotional campaigns and contests during the IPL season to engage fans. These campaigns can drive traffic to their products and increase sales. The association with IPL helps Vivo position its smartphones as trendy and desirable, making them more attractive to young cricket enthusiasts.

Brand Loyalty and Positioning

The key to long-term success for Vivo doesn't lie solely in direct earnings but in building brand loyalty and positioning. IPL is the single largest impact property consistently delivering above 3.5 ratings on a year-on-year basis across India. This massive audience reach provides Vivo with an unparalleled opportunity to build brand equity and loyalty.

The Digital Media Impact of IPL

The digital media ecosystem thrives on the passion points of Indians. IPL's official website received 25.2 million unique visits and 80 million page views in the 2012 season alone. The IPL mobile site had 4.5 million unique visitors and 20.3 million page views. Altogether, 7.5 million tweets were recorded in the 2012 season. These figures are too large to be ignored when considering the impact of the IPL on brand visibility and customer engagement.

The Range of Investment Opportunities

The IPL is unique in its ability to offer a wide range of investment opportunities. Whether it's a central title sponsor paying around R79 crore per year for a deal or a team sponsor paying about R50 lakh per year, the IPL has a place for anyone. This inclusive nature makes it relevant to brands across various categories, including telecom and mobile handset brands, technology companies, deodorants, and hospitality.

Conclusion

While Vivo may not earn directly from the IPL, its association with the event provides several indirect benefits that significantly contribute to its brand earnings. By leveraging the massive reach and audience of the IPL, Vivo can enhance its visibility, drive sales, and build brand loyalty. As the IPL continues to grow in popularity, Vivo's strategic use of the event will undoubtedly play a crucial role in its long-term success.