The Vivo IPL Brand Association

In 2016, Chinese mobile phone company Vivo replaced PepsiCo as the title sponsor of the Indian Premiere League (IPL) for the next two years for Rs180 crore. This move enhanced brand visibility for Vivo which had entered the Indian Smartphone market in 2014.  Still relatively new to the mobile phone market, the title sponsorship of the IPL paid off as Vivo became the most recalled sponsor of IPL 2016.  A study by Ipsos, a leading global market research company, indicated that 20% Indian respondents identified the brand as the leading sponsor of IPL.  The Ipsos IPL survey was conducted in April 2016, covering 1028 Indian respondents across eight cities –Ahmedabad, Bangalore, Chennai, Delhi, Hyderabad, Kolkata, Lucknow and Mumbai. 

According to IDC, a market research firm, in the last quarter of 2016, Vivo had a 7.6% share of the Indian smartphone market.  The order being Samsung Electronics Co. Ltd, followed by Xiaomi, Lenovo Group Ltd, Oppo and Vivo.

As a young brand seeking top-of-the-mind recall, investing in sponsoring the IPL proved to be a smart move.  The pay off was huge.  They achieved greater customer engagement through various activities like the Vivo-IPL Fan Parks, Vivo-IPL trophy tour, Vivo PowerPlay, an online game to predict the IPL match scores and events. Specially designed Vivo hi-fi boxes were also used to promote the brand during IPL matches. With a phenomenal overall viewership of 335 million and a highly successful TVC campaign featuring actor, Ranveer Singh, brand ambassador, Vivo, launched during the IPL season the brand recall of Vivo spiralled to an all-time high in India.  This resulted in enhanced consumer interest and product sales.

In 2018, Vivo acquired the IPL title sponsorship for the next five years (2018-2022) for Rs2,199 crore. Over these 5 years, it is envisaged that Vivo and IPL will co-operate extensively on marketing campaigns and on-ground activations. 

Meanwhile popular leagues such as the NFL and the NBA in the US do not have title sponsors. But with a growing brand bandwagon, the IPL seems to be the preferred platform for marketing in India. 
References: https://www.livemint.com/Home-Page/Q4W9gw4FYoJlAyIRypDZ2M/Vivo-wins-IPL-title-sponsorship-for-Rs2200-crore-for-the-ne.html

https://brandequity.economictimes.indiatimes.com/news/advertising/ipl-sponsorship-a-timeline-of-how-it-changed-hands-and-the-drama-associated-with-it/51728097

https://www.impactonnet.com/admin/ipl-helped-vivo-become-the-most-recalled-brand-4727.html