The sports consulting entity, ITW Consulting has arranged 28 deals across teams for the Indian Premier League (IPL) 2024.
The 2024 edition is the first time the agency collaborated with all 10 teams in a single season. ITW Catalyst, a sports, media, and entertainment consulting vertical of ITW, facilitated most of the agreements. The brands involved are from a variety of industries, including fintech (HDFC PayZapp), FMCG (Arun Ice Cream, Coke, ITC), and new age (NueGo and UBON), demonstrating the tournament’s widespread appeal among different target groups in the nation.
In the 2023 competition, ITW had previously put up transactions totalling more than INR 150 crore. This year’s collaborations consist of Advance Decorative Laminates with Kolkata Knight Riders (KKR), Sunrisers Hyderabad (SRH), Gujarat Titans (GT), and Punjab Kings (PBKS); Nippon, Hindware, KEI Wires & Cables, Navitas Solar, Kajaria Ceramics, ITC, and others for Royal Challengers Bangalore (RCB); Goldi Solar for Mumbai Indians; Hindware for PBKS; Wavin Pipes for SRH; Coke for Chennai Super Kings (CSK); Nuego with Delhi Capitals (DC); and Ubon with Rajasthan Royals.
Paroksh Chawla, CEO ITW Catalyst, said, “It is a matter of great pride for us to have a roster that spans across all 10 teams in the league, a testament to our ability to put together the right brand with the right team after evaluating a brand’s USP, their marketing goals as well as exploring a natural synergy between the team and a brand. At Catalyst relationships have always been something we have focused on and we are proud to strengthen the bond with all the stakeholders involved and create long lasting, impactful partnerships.”
Bhairav Shanth, Co-Founder ITW Consulting, said, “ITW has been at the forefront of some of the most iconic partnerships, be it in sports or be it sponsorships at a league level or at the franchise and team level. This year we are proud to count among our wins – Sintex’s Official Partnership with the Women’s Indian T20 league, and nearly 30 partnerships with all franchises in the Men’s tournament as well.
“We hope to grow these into creating even more impactful associations with ITW leading the way and focusing on the digital landscape and new media options which are changing how fans consume sports.”