Five-time IPL champions and the most successful franchise in the history of the competition, Mumbai Indians, continues to rule the roost whether it is on the field or off it as it registers its highest brand value in the 13th edition of the cash-rich league.
According to the global brand valuation agency- Brand France- Mumbai Indians marked its stranglehold on the market with a 7.1% hike in its brand value, growing steadily at US$ 70.3 million.
Mumbai Indians also emerged as the top-scorer in the Brand Strength Index (BSI), with a cumulative BSI score of 70.1 and a corresponding AA+ brand strength rating.
This reflects a huge consistency in high brand investment, stakeholder trust, and performance by the team. The five-time champions are followed by Chennai Super Kings and Kolkata Knight Riders at 2nd and 3rd position respectively.
”This year’s IPL has been one of the most successful years for us on and off-the-field and we, at Mumbai Indians, embrace it with a lot of gratitude. We take a lot of pride in how we have nurtured brand Mumbai Indians over the years balancing our core values and ethos and replicating them in our brand building initiatives. The faith of our brand partners amidst all apprehensions and challenges this season speaks of volumes of the stature of brand Mumbai Indians. We are thankful to all our partners looking ahead with added inspiration.” said a Mumbai Indians spokesperson.
Despite a slowdown in the market and apprehensions amongst sponsors, to invest in sports in the wake of the global pandemic, MI headed into the 13th season of the IPL adding four brands to its tally in the form of Marriott Bonvoy, Colgate, Cadbury Dairy-Milk and William Lawson”s for multi-year deals.
The four brand deals were in addition to the already existing partnerships with Samsung, Colors, Jio and Usha. The amalgamation of foreign and Indian brands like Dream11 helped the defending champions to match its last year’s sponsorship revenues
Needless to say, the Indians matched their off-field performance with their on-field shenanigans as they dominated the tournament with disdain to lift a barely believable 5th IPL title