Vivo is officially withdrawing from its title sponsor position from the IPL (Indian Premiere League). The decision was taken during the Governing Council meeting of the IPL earlier today (11th January 2022).

For those unaware, the Chinese smartphone maker has been the title sponsor for the IPL for more than five years now. However, the Tata Group will now be the next title sponsor for this year as well as 2023 IPL. This news has also been officially confirmed by the BCCI officials (Board of Control for Cricket in India). Apparently, Vivo has requested to pull out from the IPL sponsorship deal, which was approved by the Governing Council.

Although, the brand currently has a couple of years left in its sponsorship deal with IPL. So, Tata will act as the title sponsor during this period. In other words, the popular cricket league will no longer be referred to as Vivo IPL, rather you will have to get used to calling it Tata IPL. According to a 91Mobiles report, an official stated that “There was a request from Vivo to exit the IPL sponsorship deal and the GC has approved it. The BCCI will continue to earn the same fee for the title rights.”

Back in 2018, the Chinese brand had acquired the title rights for a cost of 440 crore INR (roughly 60 million US Dollars). But in 2020, the deal was paused for a year due to the Coronavirus pandemic, which even caused relations between India and China to be strained and the title rights being transferred to Dream 11.

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Unlike other Chinese manufacturers who have been pretty busy this year announcing new phones, Vivo has been relatively quite. However, the company has just announced that it has bagged the title sponsorship for the popular Indian Premiere League (IPL) which is watched by millions of viewers worldwide. The rights to the title will be held by the company for two years i.e. IPL 2016 and 2017.

IPL is one of the most famous cricket leagues in the world and it is estimated that around 192 million viewers all around the globe watch this league which takes place in the month of April and May. Before Vivo, Pepsi was the title sponsor for the event.

Mr. Alex Feng, CEO of vivo Mobile India said, “vivo is an emerging brand in India, dedicated to offering quality products and services to music lovers, sports enthusiasts and fashion pursuers. We always believe in supporting new talents and have associated ourselves only with premium events globally. This investment reiterates how important Indian market is for us and we are confident that vivo will get returns from our investment in IPL, and that this association will further advance our ‘Love India, Love vivo’ initiative.”

Since IPL has a wide reach in India and even abroad, association with this event could help the company spread its name across the country easily. Vivo has been carrying out a number of marketing campaigns to get the attention of the Indian users. For example, they have started an initivative called “Love India Love Vivo”. Further, the company has been advertising its products like the Vivo X5 Pro in popular areas like the Mumbai Metro.

We will have to wait and see whether this association helps the company improve its brand image and value in India in the coming years.

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