Hair and skincare company L’Oreal India Pvt Ltd has been signed on as the eleventh sponsor for the fourth season of the Indian Premier League (IPL) beginning in April. It has committed approximately 45 crore to be the associate sponsor for the series.
The two presenting sponsors for IPL are Vodafone Essar Ltd. and Videocon Industries Ltd., while the associate sponsors are Samsung Mobile India, LG Electronics India Pvt. Ltd., Hyundai Motor India Ltd., Pepsi Foods Pvt. Ltd., Tata Photon (part of Tata Teleservices Pvt. Ltd.), Havells India Ltd. and Cadburys India Ltd. Volkswagen Group Sales India Pvt. Ltd. is the ground sponsor.
Rohit Gupta, President, Multi Screen Media Pvt Ltd that operates Max, the official IPL Broadcaster, says, “It was committed to increasing the base and popularity of the tournament, and had so decided to introduce an 11th sponsor. But all major deals have been done and we are more or less closed on deals and inventory.”
Although L’Oreal has advertised with the network on properties such as ‘Kaun Banega Crorepati’ season 4, and even IPL earlier, it is the first time that it is taking on a bigger role. “This is the company’s first major association with cricket. The presenting sponsor gets over 200 seconds of advertising or every match while an associate sponsor such as L’Oreal could get 120-150 advertising seconds per game”, says Vismay Sharma, Director, Consumer Products Division, L’Oreal India.