Remarkable sponsorship ties of 2022

Multibillion-dollar corporations pay millions of dollars to be associated with these tournaments.

Sports competition receiving commercial support from brands for exposure has become a major component of the game just like winning and losing. With every passing year, the paradigm of sports is enhancing and so does the scale of sponsorship ties in sports. The year 2022 saw some interesting sponsorship deals which grabbed eyeballs in the sports fraternity.

Following is the list of the three notable sponsorship deals of 2022:

1) TATA and Indian Premier League (IPL):

Earlier this year, TATA Group replaced the Chinese mobile manufacturer Vivo as the title sponsor of the Indian Premier League (IPL) for the 2022 and 2023 seasons. The Group has reportedly paid the Board of Control for Cricket in India (BCCI) INR 670 crore for the sponsorship rights.

Through this collaboration, TATA was able to promote its new app, TataNeu along with its newest vehicles through the Indian premium T20 league.

2) Mastercard and BCCI:

The American multinational financial services corporation, Mastercard announced a partnership with the BCCI. Paytm was replaced by the brand. In this agreement, Mastercard was named as the title sponsor of all international matches played on home soil, as well as domestic cricket matches.

According to the original terms of the Paytm deal, Mastercard will hold the rights until 2023 and will continue to pay INR 3.8 crore per match. Paytm, on the other hand, will be required to pay a re-assignment fee of approximately INR 16.3 Cr – 5% of the original deal value (INR 326.8 Cr).

This sponsorship and the activations surrounding it are intended to strengthen Mastercard’s connection with cricket fans throughout the country and beyond. Mastercard’s collaboration with the BCCI adds to its renowned portfolio of partnerships, which includes marquee properties such as the UEFA Champions League, the Grammys, the Cannes Film Festival, and the Australian and French Open tennis tournaments.

3) BYJU’s and FIFA World Cup Qatar 2022:

BYJU’s was named the official sponsor of the FIFA World Cup Qatar 2022. This collaboration demonstrates the edtech sector’s rapid growth in recent years. The sponsorship of the FIFA World Cup 2022 by BYJU’s is a defining moment, exhibiting the power and enduring of sports and education all over generations and geographies.

BYJU’S used its rights at the FIFA World Cup 2022 by showcasing its logo as well as running distinct advertisements, to communicate with enthusiastic football fans all over the world. As part of a multidimensional activation strategy, it also created compelling and creative material with educational messages.

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