Revisiting brand-team partnerships from IPL 2008

Earlier this week, Royal Challengers Bangalore hosted an ‘unboxing’ event at which among other activities, the jersey for this year’s tournament was revealed. At this event, it was announced that Qatar Airways joined the team as a sponsor and the brand logo appeared on the front of the jersey.

 

This captured our attention. Back in 2008, when the IPL kicked off, if one had to associate an airline with the team, it would have been Kingfisher Airlines. But much like the fortunes of Kingfisher and its former owner Vijay Mallya, the team has seen a sea of change.

 

In 2008, the jersey only had United Brewery products advertised, which meant we also saw the logos of Royal Challenge and Kingfisher. Now, the beer brand to be associated with RCB is Bira91, which has also partnered with four other IPL teams.

 

But it’s not only RCB that’s seen so much change.

 

An analysis of the lead jersey sponsors from 2008 reveals that many brands that sponsored an IPL team in 2008 don't exist anymore.

 

Chennai Super Kings

 

Lead jersey sponsor in 2008: Aircel

 

The company was declared defunct in 2018.

 

Deccan Chargers (Now Sunrisers Hyderabad)

 

Lead jersey sponsor in 2008: Jaypee Cement

 

The Deccan Chargers had a short but sweet stay in the IPL as the Hyderabad-based franchise won the tournament in 2009. However, the team was terminated months after the completion of the 2012 edition. The Jaypee Group, which owned Jaypee Cement, exited the cement business completely in 2022 and sold its plants to Dalmia Cements.

 

Delhi Daredevils (Now Delhi Capitals)

 

Lead jersey sponsor in 2008: Hero Honda.

 

The company demerged towards the end of 2010 to operate as two separate units - Hero and Honda.

 

Kings XI Punjab (Now Punjab Kings)

 

Lead jersey sponsor in 2008: Spice Mobile

 

Spice Mobile doesn’t operate in the handset unit space anymore. However, the company which is called ‘Digispice’ does operate in the fintech space.

 

Kolkata Knight Riders

 

Lead jersey sponsor in 2008: Nokia

 

Nokia’s market share in India in 2008 was 56.2%. While the brand has just announced a revamp, with a new logo, its market share is less than 1% now.

 

Mumbai Indians

 

Lead jersey sponsor in 2008: NA.

 

The team got Idea as its first jersey sponsor in 2009. Idea Cellular merged with Vodafone in 2018 and was labelled Vodafone Idea. In 2020, Vodafone Idea was rebranded as Vi.

 

Rajasthan Royals

 

Lead jersey sponsor in 2008: Bajaj Allianz

 

Bajaj Allianz won with its sponsorship in 2008 as Rajasthan Royals won the tournament. The brand continues to operate in India successfully.