Baba Ramdev’s Patanjali in the race for IPL title sponsorship

New Delhi: Yoga guru Baba Ramdev’s 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 told a national daily, adding Patanjali is considering making a proposal to the Board of Control for Cricket in India (BCCI).

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However, market watchers said that while Patanjali comes with the rub-off of being a staunch nationalistic brand replacing a Chinese one, it lacks the star power of a multinational or a heavily-invested unicorn brand.

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“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,” the publication quoted brand strategist Harish Bijoor as saying.

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Media buying firms believe IPL remains a high-visibility property and is likely to mark the return of big numbers in advertising despite being played out of the country and possibly to empty stadiums. However, Patanjali has to face steep competition for getting IPL title sponsorship as brands like Jio, Amazon, the Tata group, Dream11, Adani group and education start-up Byjus have reportedly been bidding for the IPL sponsorship title

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