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IPL 2022: Swiggy Instamart signs multi-year deal with BCCI

The deal has been facilitated by Havas Sports & Entertainment.

The instant grocery delivery platform, Swiggy Instamart joins the Indian Premier League (IPL) as the official on-ground partner. The association between the Board of Control for Cricket in India (BCCI) and Swiggy Instamart has been inked for two years for IPL 2022 and 2023.

The deal has been facilitated by the recently launched sports and sponsorship vertical of the Havas Group, Havas Sports & Entertainment.

Rana Barua, Group CEO, Havas Group India, said, “The sports advertising market in India is estimated upwards of Rs 8000+ crore. The sports genre is pegged to explode further giving advertisers across sectors various opportunities to create long term value. The relaunch of Havas Sports & Entertainment 2.0 comes at a significant time, and we’re excited to kickstart its journey by facilitating a landmark partnership between India’s biggest sporting event, IPL, and our long-standing unicorn client, Swiggy. We look forward to further consolidating our position in the sports and experiential market by forging many more strategic partnerships and offering integrated and meaningful solutions.”

Ashish Lingamneni, Head of Brand, Swiggy, said, “Over the years, our association with the mega cricketing event has helped establish the fact that food and cricket go hand-in-hand. IPL is one of the most celebrated sports leagues in the world, and this year, we are excited to partner with the BCCI to offer a wholesome experience to audiences with our large assortment of munchies, beverages and other snackable options through our quick commerce grocery service, Instamart.

“The association brings with it the IPL fandom and reach to elevate the match viewing experience of millions of viewers. It will additionally help us drive clutter-breaking campaigns, varied consumer engagement, and business offerings at scale.”

Mohit Joshi, CEO of Havas Media Group India, said, “We look forward to collaborating with traditional and digital media partners, platforms and content creators to offer an immersive and augmented experience and help brands create a meaningful connection with the sports and gaming community.”

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