Delhi Capitals, an Indian Premier League franchise, has signed a sponsorship deal with Japan’s leading instant noodles company NISSIN food, making them their associate sponsor for the IPL 2020 season.
The association will be Nissin’s first-ever with an IPL franchise. The deliverables of the deal includes brand logo on the non-leading trouser of the team’s playing kit, usage of team’s logo, player images and potential opportunity of a virtual meet and greets with team players. It will be interesting to see how the brand team uses the rights in their consumer marketing campaigns.
In the previous season, DC finished the tournament at 3rd position, making it as one of its best IPL outings. Sponsoring DC will provide the brand with access to some of the big names in the Indian cricket world such as Shikar Dhawan, Prithvi Shaw, Shreyas Iyer, Rishabh Pant, Ajinkya Rahane and Ravichandran Ashwin; which stands as a great opportunity for the brands to invest in the team.
IPL being one of the hottest properties for the marketeers in this festive season, with the partnership with DC, which represents the national capital will provide NISSIN with Pan India media exposure.
Interestingly, competitor brand, Sunfeast which also has a product line in Noodles category naming Yippee noodles has signed up with Star Sports as the associate sponsors for the IPL broadcast.
Moreover, ex-Indian cricket team captain, MS Dhoni has also promoted Yippee noodles in the past. In 2018, NISSIN had signed partnership deal with Indian Super league franchise, Bengaluru Football Club (BFC) for a duration of three years as their Official Instant Noodles Partner.