With just a few days left for the Tamil Nadu Premier League (TNPL), franchise owners are busy talking to brands from sectors including real estate, FMCG, retail, cement and hospitality.
Lyca Productions Pvt. Ltd, which owns the Coimbatore team, intends to promote its own brands. A source at Lyca, said, “Our focus would be on Lyca Mobiles and we will also co-promote our upcoming movies this season.”
Rajamani Muthuganesan, team owner, Karaikudi, said, “We will be promoting our brands, Chettinad institutions and Chettinad Health City.”
VB Cricket Academy, which owns the Thiruvallur team, has roped in brands like Bharathi Cement, Swelect Energy Systems Ltd and Savera Hotel among others.
The team’s owner V. B. Chandrasekhar, said, “People will watch the matches this season, and based on the success, they will come forward the next season.”
Ravindran Kumeran of Thoothukudi Sports & Entertainments Pvt. Ltd, which owns the Thoothukudi team, said that they are still in talks with brands. The team has already finalised deals with two firms: Sportus and Bharath Scans.
Limited timeSome teams said that they had limited time to reach out to brands. Based on the success of this season, more brands would approach them, they say.
Brand experts also opine that even when the IPL started, the interest among sponsors was lacklustre. But once they saw the potential, they were eager to join hands with the teams.
Sushant Prasad, Media Manager for the Madurai team owned by Kothari (Madras) International Ltd, said that they have inked pact with Cavinkare, Kalyan Jewellers and Nalli. “We have got some good brands to associate with and we expect more to come in the next few days,” he said.
Take Solutions Ltd, which picked up the Dindugal team, has added RNS Sports and Chennai Diamonds to its team.
“We are yet to finalise the other brands,” said H.R. Srinivasan, the team owner. Metronation Chennai Television Pvt. Ltd, which has bagged the South Chennai team, and Ruby Builders & Promoters, which picked up the Kancheepuram team, could not be reached for their comments.
Heavy promotionAjimon Francis, Country Head, Brand Finance India, a brand business valuation and strategy consultancy firm, said, “TNPL will fill the void of Chennai Super Kings which has been banned. From that perspective, it will keep the interest alive among Tamil Nadu fans.”
“Going by the promotion TNPL is seeing on Star TV during the Olympics coverage, it looks as if some serious money is being allocated to promoting the league. Big tie-ups are also visible at the media level. TNPL brand owners may need to pay heed to the sanctity of cricket and disciplines of the game,” Mr. Francis added.
