The ability of sport to attract multi-million-dollar investments from sponsor brands continues apace. GlobalData’s The Business of the IPL 2023 includes an in-depth view and detailed evaluation of Punjab Kings’s sponsor partners. Buy the report here.
Punjab Kings’s total sponsorship revenue for the 2023 season is over $11.8m, with the biggest single investment coming from EbixCash, which is an agreement valued at $3.50m per year. However, sponsorship values vary greatly across the different levels of partnership opportunities offered by a rights-holder, all of which are detailed in the report, in addition to the revenues of the participating teams.
In total, Punjab Kings have sponsorship agreements with 21 brands in the 2023 season, with their top five partners accounting for 57% of the club’s total income from sponsorship.
According to GlobalData’s report, the highest-spending sponsor brands include EbixCash, Lotus Herbals, BKT, Jio and Hindware Homes, among others. The table below shows the top ten sponsors of Punjab Kings in the 2023 season.
Beverages & consumer goods industries have struck the most deals
The beverages industry is the most heavily represented, totaling three agreements with Punjab Kings in 2023. This is followed by consumer goods, financial services, food and retail.
For a brand, understanding which competitors and other sectors are partnering with which sports teams, and identifying future opportunities, and crucially, at what cost, is key information for commercial strategy planning. Meanwhile, for a rights-holding team, knowing what sponsorship revenues competitor teams and competitor sports are generating from each brand / sector is critical for increasing and maximizing commercial revenues, including identifying portfolio gaps and opportunities.
For more detailed analysis of all sponsor partners of Punjab Kings, as well as those of all other IPL clubs, buy the report here.