IPL 2021: Delhi Capitals announce record sponsorship revenue

After announcing multiple sponsors and official partners in the last few weeks, Delhi Capitals announced complete sponsorship revenue for IPL 2021. The Delhi-based franchise has posted record numbers in sponsorship revenue as they partner with 25 brands in IPL 2021, nine more than last season. DC saw a significant 50% jump in revenues from 2020.

Delhi Capitals had also reportedly witnessed only one percent drop in the brand value last season due to the pandemic. Various other franchises saw a significant drop last season, while DC had a marginal loss. Ever since the rebranding of the team two years ago, DC has enjoyed an upward trend both on and off the team. The franchise is currently owned by the GMR Group and the JSW Group.

The brands that are sponsoring the Delhi Capitals are JSW, GMR, and JIO along with international MNCs including LG, Optimum Nutrition, Colgate and Nissin, Acko, Phone Pe, MX Taka Tak, and Wrogn Active.

Most significantly, some of the team’s partners are new entrants, who have chosen Delhi Capitals as their launchpad into the IPL sponsorship world such as Cornitos, Evolut, and OctaFX.

Vinod Bisht, CEO of Delhi Capitals, said “Delhi Capitals is committed towards achieving greater heights, not only on the field but also off it. In a time where global sports brands continue to deal with commercial uncertainties, our forward-looking marketing strategy has helped us capitalize on emerging trends and secure our highest ever sponsorship revenue till date. The team’s talented squad, along with our strong connection with our fans has made our franchise an ideal avenue for brands. We are thankful to all our partners for their support for our maiden title-hunt.”

Digital content main reason behind the improvement in DC’s brand

Delhi Capitals started maximizing the potential of their digital content and social media, to add value to their partners. The upward trajectory of the team’s digital strategy is evident by the record 450 million views garnered on its video content in 2020. Last year, the franchise also witnessed a follower growth of 32% on Facebook and Instagram, the highest among all teams.

Furthermore, innovative collaborations with international digital consultants like Horizm, which use AI for monetising and managing social media inventory, have helped the franchise secure more digital-savvy brands through content and cause-led marketing, and hence they are at this stage in this edition of the IPL.

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