What happens when a real estate giant makes way for a cola king? IPL gets fizzier!
The Indian Premier League (IPL) has had multiple sponsors over the years, but the first significant change in 2013 was a major one. From the real estate giant DLF to the global beverage powerhouse Pepsi, this transition was not merely about a new name—it marked a shift in branding, marketing, and the IPL’s commercial appeal. Let’s rewind to the moment when Pepsi made its entrance onto the IPL scene!
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The IPL was synonymous with DLF, India’s largest real estate company, for five years. However, in 2012, DLF chose not to renew its contract, leaving the coveted title sponsorship available. That’s when Pepsi entered with a remarkable bid of ₹396.8 crore—almost double the amount DLF had paid. Airtel attempted to compete, but Pepsi’s offer was too formidable to surpass. And just like that, IPL 2013 became Pepsi IPL!
Credit: ESPNcricinfo
DLF’s association with the IPL had a corporate, business-like feel. In contrast, Pepsi brought youthful, energetic, and entertainment-driven branding. From catchy advertisements to on-ground activations, Pepsi infused the IPL with a pop-culture vibe. The tournament felt fresher, younger, and more engaging—much like a chilled bottle of cola on a hot summer day!
Credit: IPLT20
When DLF walked away, many questioned whether the IPL’s brand value was declining. The league had already faced criticism regarding decreasing TV ratings and controversies involving franchises. However, Pepsi’s massive bid silenced the sceptics. It demonstrated that the IPL remained a highly sought-after commercial asset, attracting global brands keen to invest significantly.
Credit: The Hindu
Pepsi remained the IPL's title sponsor until 2015 before withdrawing and allowing Vivo to take over in 2016. However, its three-season tenure stands out as a landmark moment—the first-ever sponsor change in IPL history. It wasn’t just a switch; it demonstrated that the IPL had evolved into a brand beyond cricket, where sponsorship battles were as fierce as the matches themselves!
