Indian Premier League’s most successful franchise Mumbai Indians has made a history by becoming the first Indian sports franchise to achieve ₹100 crore sponsorship revenue in a year. Mukesh Ambani-owned Indian Premier League (IPL) team Mumbai Indians has signed the deals with two new sponsors Marriott Bonvoy and Astral Pipes for the upcoming three years.
A Mumbai Indians’ spokesperson confirming the news said that for the upcoming three years the franchise will wear the logo of Marriott Bonvoy –the loyalty programme for all the 30 hotel brands of Marriott International. The deal is said to be worth ₹30 crore and that the Marriott Bonvoy logo will appear on the right chest of a player’s jersey.
Marriott Bonvoy is a well renowned brand and has been associated with a number of international teams and franchises including Manchester United, Formula One, Bayern Munich, NFL and the NBA. However, it is for the first time that an Indian sport franchise has signed a deal with Marriott Bonvoy.However, the place of their logo on team’s kit is still unclear. On the other hand, Astral Pipes, the another brand in the deal, will have its logo on the non-leading arm of the players.
With these deals, Mumbai Indians has topped the highest brand value chart for consecutive fourth year now as per Duff & Phelps’ latest IPL brand valuation report. R Ramakrishnan, cofounder at sports marketing firm Baseline Ventures, confirming the deal said, “My sense is that Mumbai Indians command a premium because of multiple factors – they have won four titles, it’s a high-profile team owned by India’s biggest industrialist. They enjoy the limelight being in the financial capital. So brands also piggy-back on that.”
MI has been one of the most consistent teams of the IPL over the years. Their core is one of the strongest and they also have a number of International stars in the form of Rohit Sharma, Hardik Pandya and Jasprit Bumrah among others.
MI’s sports kit is full of sponsors, the team jersey has TV channel Colors’ logo on the back of a player’s jersey, Reliance Jio on the lead arm, Usha International on the front of the helmet, Sharp on the back of the helmet, and Burger King and William Lawson logos on the trouser.
Apart from those, as official partners they have Dream11, Kingfisher, Boat, Taiwan Excellence, Radio City, Fever FM, Reliance Foundation’s Education and Sport for All (ESA), BookMyShow, Performex and DNA Networks.