IPL 2020: Unacademy set to bid for title sponsorship after picking up the bid papers

The BCCI is looking for replacement for Vivo as title sponsor of IPL 2020.

The education technology company Unacademy has picked up the bid papers for the title sponsorship of the upcoming IPL 2020, to be played in UAE from September 19. Unacademy is also one of IPL’s central sponsors.

The BCCI is hunting for a new title sponsor after Chinese smartphone makers Vivo pulled out for this edition of the tournament owing to the anti-China sentiment of Indian public after the Galwan Valley clashes between Indian and Chinese soldiers which resulted in deaths on both sides, including 20 Indian personnel.

A BCCI official confirmed that Unacademy has picked up the bid papers but refrained from making any comments beyond that. “I can confirm that Unacademy has shown interest and picked the bid papers. I have heard they will be submitting a bid and are pretty serious. So Patanjali if they bid, will have competition,” the senior official told PTI.

IPL 2020: BCCI invites tender for IPL sponsorship for 4-month period

While Vivo paid INR 440 Cr annually, the BCCI is now looking at a lesser value — between Rs 300 to 350 crore — for a period of four months and 13 days.

“Yes, Unacademy is already in IPL’s central sponsors’ pool from 2020 to 2023,” the BCCI official said.

When asked about the difference between central sponsorship and title sponsorship, the official explained, “the central sponsorship doesn’t include jersey rights.”

“In IPL, jersey logo can only be of title sponsor and apart from that various team’s sponsors. If they become title sponsors, it will give them rights on various branding properties,” he said.

Asked about the specifics, he said: “The prominent space in the backdrop board in the post-presentation area, the backdrop in the dugout, and boundary rope. A lot of these branding opportunities apart from digital and media opportunities are part of the partnership.”

A source privy to Unacademy mentioned that the Edu-tech firm had 100% Indian investment and is ready to take the big plunge.

“Unlike some of the other Edu-Tech apps, Unacademy has 100 percent Indian investment. And four and half months is the perfect time to get associated with a brand like IPL and broaden their horizons in terms of brand outreach,” the source close to the development said.

(PTI inputs)