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Aditya Birla Group & Tata Sons Engage In Fierce Battle For Key IPL Title Sponsorship

image-lritm4o1IPL (X.com)

The IPL 2024 carnival is just around the corner, and ahead of the mega T20 tournament, the title sponsorship rights are up for sale. Two mega industry icons, Aditya Birla Group and Tata Sons, are reportedly leading the race with a whopping bid in place.

The Indian Premier League (IPL) issued a tender for the title sponsorship rights of the world’s biggest franchise league last month. As per the guidelines, China-based firms, betting apps, and alcohol manufacturing companies, amongst many others, were barred from proposing a bid. Rumor has it that the BCCI intends to make the IPL more inclusive and promote the infusion of homegrown companies.

Accordingly, bids were locked in at the January 12 deadline, and industrial giant Aditya Birla Group has emerged as the leading bidder. The Birla group’s bid remained slightly above the base price of Rs 1750 crore over five years.

TOI, meanwhile, reports that Aditya Birla Group submitted a Rs 500 crore annual bid for the sponsorship rights.

However, the Birla group is expected to face stiff competition from Tata Sons, who previously held the sponsorship rights. Tata Group’s contract concluded by the end of the 2023 season, and now, for the next cycle, which is from 2024-2028, the company holds the right to match the offer.

This means that Tata Sons has the authority to match any winning bid owing to its preset agreement signed with the BCCI. Thus, the Tata group has until Friday to decide their further action.

Having said that, initially, sports marketing experts predicted a subdued bidding war owing to Tata Sons’ preset privilege. However, Aditya Birla Group has exceeded all expectations to emerge as a front-runner. If Tata fails to match the bid, Birla could be the IPL’s next cycle’s title sponsor, which will set a new dawn for the company.

IPL has managed to garner over 500 million viewers on television and 450 million digitally in the 2023 season alone. Thus, the title sponsorship right could be a game changer concerning the company’s future.