Hyderabad: Yoga guru Baba Ramdev's FMCG brand Patanjali Ayurved is reportedly considering bidding for the Indian Premier League (IPL) title sponsorship slot, which was vacated by Chinese smartphone maker Vivo.
“We are considering the IPL title sponsorship for this year, since we want to give the Patanjali brand a global marketing platform,” Patanjali spokesperson SK Tijarawala confirmed to a leading news daily, adding Patanjali is considering making a proposal to the Board of Control for Cricket in India (BCCI).
The Baba Ramdev-led Patanjali Ayurved, which sells a range of grocery products including toothpaste, honey and noodles in the Ayurveda and natural products space, according to the report is in process of reaching out to BCCI to formally submit its interest.
Because of the Anti-China sentiment prevailing in the country, VIVO had to pause their relationship with the BCCI. Questions are also being raised on BCCI’s other sponsors funded by the Chinese companies. Amid such a situation, a homegrown staunch nationalistic brand like Patanjali fits the bill completely.
Many brands have reportedly been vying for the coveted title sponsorship, including Amazon, the Tata Group, Dream11, Jio, Adani and BYJU's.
According to an industry expert Harish Bijoor, Patanjali may lack the allure of a multinational company but appeals to the nationalistic pride of the Indians and stands a fair chance to grab the sponsorship rights.
“Patanjali as a title sponsor for IPL will do more for Patanjali than for IPL. While the caste hierarchy among brands could play out, Patanjali owning the title sponsorship would be contextual from a nationalist perspective, since there is an enormous anti-China sentiment prevailing in the country,” said brand strategist Harish Bijoor.
It is rumoured that the BCCI has offered discounts of up to 50% to potential title rights holders. The board is likely to issue an expression of intent for the title rights, instead of floating a full tender process, given the lack of time.
