The homegrown digital payments platform PhonePe has announced six sponsorship deals with the Indian Premier League 2021. PhonePe has two sponsorship deals with the tournament and broadcasters, while the other four deals are with different teams participating in the tournament.
The online digital payments company is the official co-presenting sponsor for the television broadcast of IPL on Star Sports Network. The fintech company is also the Associate Sponsor for the digital broadcast of IPL on Disney+Hotstar. Along with this two deals, PhonePe has also signed sponsorship deals with Mumbai Indians, Chennai Super Kings, Royal Challengers Bangalore & Delhi Capitals.
Sameer Nigam, Founder and CEO of, PhonePe, said, “We are kicking off our most aggressive national marketing campaign ever, starting with IPL 2021 next month. We have invested even more heavily on IPL this year, taking up 6 different sponsorships. As the category leader”.
PhonePe is the co-sponsoring partner of IPL for the third time in a row. Working with a powerful tournament like IPL will help the digital payment platform to further strengthen their hold in the Indian market. Despite the hike advertisement rates, PhonePe’s IPL campaign, will operate in a steady but aggressive pace across different platforms including TV, digital and social media as complimentary to this year’s co-sponsorship deal.
With this considerable investment in IPL 2021, PhonePe will be looking to see significant growth in the business during the next couple of months. The target strategy will largely be on expanding the user base from 280 million currently to 500 million by December 2022, and drive preference for PhonePe over their competitors.
PhonePe is not the only brand to be working with multiple teams in a single season. Myntra is already working with Chennai Super Kings and Royal Challengers Bangalore, while BKT Tires also confirmed deals with seven teams this week. Working with multiple team will give these brands more exposure to a bigger audience on every matchday. IPL 2021 is set to begin next month on April 9 and conclude by the end of May.