TATA, India’s largest conglomerate, has successfully retained the title sponsorship rights for the Indian Premier League (IPL) for the next five years. The Aditya Birla Group (ABG) emerged as the sole bidder during the process, but TATA exercised their right to match, securing the deal for the 2024-28 period.

The Board of Control for Cricket in India (BCCI) released the tender for IPL title sponsorship rights on December 12, with a base price of ₹1,750 crore over five years or ₹350 crore per year for 74 matches. The bidding deadline was January 12, and the competition primarily involved ABG and TATA.

TATA, having replaced VIVO in 2022, has continued its partnership with the IPL. Over the last two years, they paid approximately ₹670 crore for title sponsorship rights, while Vivo terminated their ₹454 crore contract due to Indian-Chinese political issues.

Furthermore, BCCI suggested that bidders apply for 84 and 94 matches of the IPL with title sponsorship rights at base prices of ₹375 crore and ₹400 crore, respectively.

According to an Economic Times report, a top executive from a leading sports marketing agency highlighted that if the number of games increases, the title rights holder must pay the sponsorship fee based on their bid amount for the additional matches.

TATA’s commitment to the IPL underscores the significance of the tournament in the Indian sporting landscape, with their successful bid reflecting the continued popularity and commercial appeal of the league.

By Ritik Sharma

A common man who is doing calm se kaam, a failed cricketer, still in love with it. Establishing my journey into Journalism & if you love my articles then share it with your dear ones Instagram - @ritiksharma45