IPL nets Swiggy Instamart deal

Swiggy Instamart joins as Official On-Ground Partner.

The Board of Control for Cricket in India (BCCI) has signed a multi-year deal with instant grocery delivery platform Swiggy Instamart, which will see the latter become the Indian Premier League’s Official On-Ground Partner.
The deal, which was facilitated by the Havas Sports & Entertainment firm, will see Swiggy Instamart serve as an Official Partner of the IPL for the 2022 and 2023 seasons.

Ashish Lingamneni, Head of Brand, Swiggy, commented:

“Over the years, our association with the mega cricketing event has helped establish the fact that food and cricket go hand-in-hand. IPL is one of the most celebrated sports leagues in the world, and this year, we are excited to partner with the BCCI to offer a wholesome experience to audiences with our large assortment of munchies, beverages and other snackable options through our quick commerce grocery service, Instamart.

“The association brings with it the IPL fandom and reach to elevate the match viewing experience of millions of viewers. It will additionally help us drive clutter-breaking campaigns, varied consumer engagement, and business offerings at scale.”

Mohit Joshi, CEO of Havas Media Group India, said:

“We look forward to collaborating with traditional and digital media partners, platforms and content creators to offer an immersive and augmented experience and help brands create a meaningful connection with the sports and gaming community.”

Rana Barua, Group CEO, Havas Group India, added:

“The sports advertising market in India is estimated to be upwards of Rs 8000+ crore. The sports genre is pegged to explode further giving advertisers across sectors various opportunities to create long term value. The relaunch of Havas Sports & Entertainment 2.0 comes at a significant time, and we’re excited to kickstart its journey by facilitating a landmark partnership between India’s biggest sporting event, IPL, and our long-standing unicorn client, Swiggy. We look forward to further consolidating our position in the sports and experiential market by forging many more strategic partnerships and offering integrated and meaningful solutions.”

The 15th edition of the IPL gets underway from March 26, with the defending champions Chennai Super Kings taking on the Kolkata Knight Riders in the opening game.