Will Dream11 be Able to Leverage IPL 2020 and Get Bang for its Buck?

by  Mugdha Gaonkar Entertainment | August 26, 2020 | Feature

Dream11 IPL Charu Malhotra Hindware Rahul Gomes

In a few weeks from now, the Indian Premier League (IPL) 2020 will be hosted in Dubai. The media is already buzzing, with developments around teams, safety of players, icons and even the new title sponsor. 

From being an ‘Official Partner,’ fantasy gaming platform Dream11 has emerged as the Title Sponsor this year.

Even if it snared the title rights at half the cost, Dream11 has come on board with about a month to go for the tournament, which is being hosted outside India. This prompts the question – will Dream11 be able to leverage IPL 2020 right and to get bang for its buck(s)? 

EVENTFAQS Media asked some professionals for their take.   

“This is a very opportune time for Dream11” 

- Charu Malhotra, Head Marketing, Hindware

Dream 11 turned out to be the perfect fantasy gaming platform for the cricket lover. Being a digital brand, this is a very opportune time for them to take the mantle of title sponsor of IPL 2020. If we rewind back to pre-Covid era, there was too much of action happening around cricket, all competing for the attention of sport fans.

Now on the other hand, there is a void for the last six months, so cricket lovers are eagerly waiting for IPL. It depends on how much of the excitement and online engagement is delivered by both IPL and Dream 11 for the fans sitting at home.

“I believe the viewership will be far higher (this year)”

- Rahul Gomes, Managing Director, Oaks Management Consultancy (OMCPL)

I do believe that cricket in India will always add value for brands associating with it. If one were to look at the cost at which Dream 11 has got the contract, there is absolute value in it – whether it is being played in India or Dubai.

In my opinion, it was a steal. They got lucky with this because cricket and especially IPL will always have its audiences. In fact, I believe the viewership will be far higher considering the Covid situation and the fact that people are mostly homebound and waiting for good content. Look at the recent Champions League where the viewership peaked off the charts. In my opinion, Dream 11 has got a fantastic deal and will most definitely get more than a bang for its buck.

“This is like a step up for Dream11”

- Vivek Singh, Managing Director, Procam International

Sponsorship is more than grabbing eyeballs, branding and signage. It’s more about how you leverage it, how you keep up your story, brand and product promise. That’s what sponsorship really means. 

I think if anybody can leverage (IPL), it will be Dream11 because they have been associated with IPL for a few years. They have been associated with several individual franchises too. So, I think it will be good for them. Also, for any other brand to come in and try to leverage it, would have been very difficult. 

This is like a step up for Dream11 and that makes it easier and more possible for them to leverage the sponsorship in such a short period of time as well.