Reliance Consumer Products has announced a major move, securing the co-presenting sponsorship rights for the upcoming Indian Premier League (IPL) season with its flagship beverage brand, Campa Cola. The deal, valued at Rs 200 crore, takes over from Coca-Cola’s Thums Up, which held the same sponsorship spot in the previous season.
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This partnership represents a bold leap for Campa Cola, a brand that has previously been more focused on specific regions. The IPL sponsorship is seen as a critical strategy for nationwide expansion. According to a Campa Cola executive, “Securing the co-presenting position is a major milestone. For the first time, all cola brands will be vying for attention on a national stage during the IPL season.”
In addition to the brand’s focus on national growth, the deal aligns with a growing trend in IPL’s valuation. A Brand Finance report revealed that IPL franchises have skyrocketed in value, now pegged at a staggering $12 billion in 2024, marking a 13% increase from 2009’s $2 billion. Among the most valuable teams are the Chennai Super Kings, Mumbai Indians, Kolkata Knight Riders, and Royal Challengers Bangalore, each surpassing the $100 million mark in brand value.
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With its latest sponsorship, Campa Cola aims to tap into IPL’s immense visibility and extend its reach to a much broader audience across India.
