Chennai Super Kings (CSK) has announced a sponsorship deal with Digital payment app PhonePe. As part of this deal, PhonePe will be the payments partner of CSK. PhonePe is one of the leading E-wallet and payment platforms used in India.
— Chennai Super Kings – Mask P😷du Whistle P🥳du! (@ChennaiIPL) April 8, 2021
The third year in a row PhonePe is Co-Sponsoring IPL 2021. PhonePe CEO Sameer Nigam confirmed that heavy investment in IPL is done to fulfill the ambition of bringing digital payments to every Indian household. The aim behind this marketing blitz is to get more customers to use PhonePe’s services.
“The focus of the marketing activities will largely be on expanding the user base from 280 million currently to 500 million by December 2022 and drive preference for PhonePe among millions of new-to-digital users.”
PhonePe is sponsoring four IPL franchises– Chennai Super Kings, Mumbai Indians, Royal Challengers Bangalore & Delhi Capitals. Additionally, PhonePe is the official co-presenting sponsor for the television broadcast of IPL 2021 on Star Sports Network. It is also the Associate Sponsor for the digital broadcast of IPL on Disney+Hotstar.
PhonePe following footsteps of numerous other brands
For numerous seasons, Kingfisher has been working with multiple teams in a single season to make sure that they have large visibility throughout the tournament. Reliance Jio also followed this strategy, while the likes of Myntra are also focusing on partnering with at least two teams.
The digital presence is pivotal for all these brands during IPL 2021 since fans will not be present in stadiums. PhonePe has made sure that they are also present on both Indian broadcasting platforms to get a wider reach. IPL 2021 season is set to commence on April 9. However, the current situation shows, matches will be played, behind closed doors across six neutral venues.