Delhi Capitals targets Rs 60 cr sponsorship revenue – ET BrandEquity

Delhi Capitals’ brand signifies the crew’s ties to its dwelling metropolis, and the go-getter angle of its followers.

Delhi Capitals, the Vivo Indian Premiere League franchise co-owned by JSW and GMR, goals to internet Rs 60 crore in sponsorship revenues this yr. The crew, which underwent vital modifications on and off the sector final yr, has sharpened its concentrate on long run associations, and creating its licensed merchandise portfolio.

Delhi Capitals, beforehand often called Delhi Daredevils, noticed an possession change with JSW Group selecting up stake within the franchise. The crew is now owned by a three way partnership entity by the 2 conglomerates referred to as JSW GMR Cricket. The change within the identify of the franchise can also be a mirrored image of the change in possession. The crew additionally utterly revamped its squad for the 2019 season; in what its chief govt officer Dhiraj Malhotra calls “making a fresh start.”

The crew has three long run model associations locked in. Principal sponsors for the Delhi Capitals embrace client durables model Daikin, Lotus Herbals, EbixCash, and Jio Digital. Whereas the 2020 season is the final with Daikin (it has been a very long time sponsor of the crew), each Lotus Herbals and EbixCash are on board until 2021. Malhotra and crew are at present concerned in negotiations with different manufacturers to affix the roster of name companions.

“We looked at the 2019 season as the first season for the Delhi Capitals; a fresh start on all counts. This did affect our sponsorship chances last year a bit, but we had some long term partners like Daikin already on board. Given our performance last year, brands are showing keen interest. Despite the slowdown, we have managed to get up to 25% increase in our sponsorship rates. We should be able to hit Rs 60 crore solely in sponsorship revenues this season,” Malhotra says.

He estimates that the crew’s general revenues together with gate/ticketing charges, and central income share can be within the vary of Rs 200-210 crore. For Malhotra, the concentrate on long run associations comes from the concept of placing high quality over amount. “Ideally, we would like to have fewer sponsors at a premium so that the team and the brands can get the most from the association. Most of the partnerships we sign are for three years, with a few having the provision to extend for two more years,” he provides.

L to R: Ricky Ponting, Dhiraj Malhotra, and Sourav Ganguly.
L to R: Ricky Ponting, Dhiraj Malhotra, and Sourav Ganguly.

The crew ranked at quantity 6 on the Duff and Phelps IPL Model Valuation Report 2019, displaying a development of 8.9% (among the many highest development numbers) over 2018, from a valuation of Rs 343 crore, to Rs 374 crore.

Aside from jersey placements, and the standard classes of associations (drinks associate, package sponsor, and many others), the crew is trying to construct a portfolio of licensed merchandise. It at present has round 5 merchandise on this portfolio, together with co-branded gadgets, and hopes to take this to 20 merchandise within the subsequent three years.

Whereas the crew hopes to enhance its sponsorship revenues this yr, it’s going to proceed to put money into marketing and model constructing. “Last year, with the change in name an branding, our marketing spends shot up almost 65% (over 2018). We changed the logo, and went all out across platforms, traditional and digital, to affect the change in the consumers’ psyche as well. We have been successful to a certain extent, but these things need sustained efforts. So this year too, our spends on marketing will be in the same range as last year, but this time, the aim is to sustain the efforts made last year,” Malhotra provides.

The brand new brand makes use of the identical color – blue, however in a special shade. The emblem introduces three tigers below the identify of the crew, together with the motif of a dome, signifying “the city, and the ‘go for it’ attitude that people from Delhi are known for,” explains Malhotra.

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