A lot of positivity is building up around the ongoing Indian Super League (ISL). It has been able to double its central sponsorship pool from the first season in 2014 to the second in 2015 — earning approximately Rs 100 crore. This year looks promising as well. The IMG Reliance and Star India promoted-tournament has roped in international express services provider DHL as associate sponsor for the second year in a row. Other sponsors on the league include - Maruti Suzuki, Birla Tyres, Amul, Puma, The Muthoot Group, Gatorade and Seagram's Imperial Blue (music CDs).
To top it all, the e-commerce giant Amazon has reported to spend Rs 20 crore on its opening ceremony at the Indira Gandhi Athletic Stadium in Guwahati on October 1. Its broadcaster Star Sports Network has four sponsors and six partners on board for the event. Hero is the title sponsor for the third consecutive year. It had signed a three-year deal for the title sponsorship. This is the third year of its partnership with the event.
When it comes to team sponsorship, Atletico de Kolkata who had received Rs 14 crore from sponsorship alone - last season they had 24 associate sponsors - is close to matching the figure this season. They have already retained Birla Tyres as their main shirt sponsor and are certain to sell all six slots on the team shirt according to reports. Its other associate sponsors include Lux Cozi, Prayag, Adamas University and SRMB TMT bars and co-sponsor is CESC Limited.
While last year’s ISL champions Chennaiyin FC who had received Rs 13.5 crore from sponsorships, has partnered with Lloyd Electronics as its associate sponsor.
For Mumbai City FC, the real estate company the Ace Group returned as their lead sponsor. In the third year of their association, the Ace Group will be prominent on the front of the jersey this year, leveraging the platform with the team’s fans, engaging their consumer base for the span of ISL 2016. Last year the team managed to receive Rs 6 crore in sponsorship revenue.
Muthoot Pappachan Group continues its association with the Kerala Blasters, co-owned by Sachin Tendulkar, as its main sponsor this season. The team fared pretty well last season fetching in Rs 13 crore.
Meanwhile FC Goa unveiled Deltin Hotels as the principal kit sponsor for the third season. It also unveiled the new kit design for this season. Sportswear giants Umbro has confirmed as the kit manufacturer. According to its website, FC Prime Markets remains as its principal sponsor, besides QNet, DSK Dream City, Ponds, Lemos Foundation and Adidas as the associate sponsors. It has to really up its game in marketing as the franchise pooled only Rs 6 crore (approximately) from sponsorship deals.
In NorthEast United FC’s case Taiwanese handset maker HTC renewed its association for the third consecutive year as its principal sponsor. Previous year it raked in Rs 10 crore through its main sponsor and three associate sponsors.
German sports apparel and accessories manufacturing giants Adidas continued sponsoring franchise FC Pune City’s kit as part of its three-year agreement signed last season. They have roped in housing finance company DHFL as its lead sponsor. The team managed to fetch in Rs 7 crore last season.
