IPL is the summer vacation of the working class. Since 2008 IPL has become an entertainment season everyone looks forward to. Those who never watched cricket are IPL enthusiasts now.
Sporting events draw huge viewership. Every penny invested is worth it. Advertising is constantly reminding customers that they are present. Your mind subconsciously captures a product and next time you have a need that very product comes to your mind. Pepsi and Coca-cola are always sponsoring events so that they remain connected with every generation. Here is a list of the list of the title sponsors since the inception of IPL.
| Name | Year | Sponsorship Fees per year |
| DLF | 2008-12 | 400 crore |
| Pepsi | 2013-15 | 79.2 crore |
| Vivo | 2016-17 | 100 crore |
| Vivo | 2018-19 | 440 crore |
| Dream 11 | 2020 | 222 crore |
| Vivo | 2021 | 440 crore |
| Tata | 2022-23 | 300crore |
For the year 2022-23 Tata Group has bagged this coveted sponsorship. The salt-to-software company is likely to pay Rs 300 crore per year. The title sponsorship is a strategic decision to showcase Tata’s multiple products and the launch of their Super App TataNeu. What better than IPL to gain brand recognition, visibility and relevance. Vivo did not participate in the race of title sponsorship because of the backlash Chinese companies faced during the pandemic.
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