Mumbai: Mumbai Indians continued its surge as India’s leading sports club on and off the field, registering the highest brand value in the 13th edition of the Indian Premier League (IPL). The most successful team in the history of the IPL marked its stronghold in the sponsor market by registering a 7.1 per cent spike in its brand value, according to global brand valuation agency Brand Finance.
The five-time champions are the only team in IPL to have grown this year valued at USD 70.3 mn, according to the study. Mumbai Indians also emerged as the top-scorer in the Brand Strength Index (BSI), with a cumulative BSI score of 70.1 and a corresponding AA+ brand strength rating.
This reflects a huge consistency in high brand investment, stakeholder trust, and performance by the team. The five-time champions are followed by Chennai Super Kings and Kolkata Knight Riders at 2nd and 3rd position respectively. Despite a slowdown in the market and apprehensions amongst sponsors, to invest in sports in the wake of the global pandemic.
MI headed into the 13th season of the IPL adding four brands to its tally in the form of Marriott Bonvoy, Colgate, Cadbury Dairy-Milk and William Lawson”s for multi-year deals. The four brand deals were in addition to the already existing partnerships with Samsung, Colors, Jio and Usha.
The amalgamation of foreign and Indian brands like Dream11 helped the defending champions to match its last year’s sponsorship revenues Needless to say, the Indians matched their off-field performance with their on-field shenanigans as they dominated the tournament with disdain to lift a barely believable 5th IPL title.
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