Dream11 has been among the leading brands to invest in cricket, not just in India, but worldwide for the past few years.
The fantasy sports platform on the strength of mega marketing strength and rising subscriber base has been among India’s select few unicorn start-ups.
Dream11 reported revenue in 2019 has been up 250% to ₹ 800 crores from ₹ 230 crores a year ago. It has been investing heavily in cricket to increase its penetration among common masses and increase the subscriber base.
The range of deals, besides broadcast media buying on leading events, ranges from the International Cricket Council world events sponsorship to deals with six Indian Premier Leagues, Team India sponsorship, existing partnership for the IPL, association with New Zealand Cricket and the Caribbean Premier League partnership.
Gains from brand integration with the IPL can surpass the past Dream11 sponsorship commitments in terms of ROIs.
“This is one integrated business-sports deal. Terrific win for Dream 11 to be the title sponsors of the Indian Premier League. Perhaps, the best example of an integration of a business model and cricket,” says Arshad Shawl, Director and Founder of the Alliance Advertising & Marketing, and among India’s leading media buyers in cricket.
Founded in 2008 by Harsh Jain and Bhavit Sheth co-founded brand by the end of 2019 fiscal had claimed over 70 million users on the gaming platform.
With the naming rights of the IPL, when the fantasy cricket activity is at its peak, Dream11 business is set to increase manifold.
“The Dream11 content allows users or subscribers to form fantasy teams and predict the players and results. The entire content is based on the IPL-like format. Hence, it is the most natural fit for the business and the content that is being delivered through the IPL,” adds Shawl.
“It will provide leverage to Dream11 and help increase the subscriber base multiple times, enabling them to take a lead in the gaming market in India.”
“The winner in this deal is clearly Dream11. With the kind of synergies in fantasy cricket, Dream11 plays in its own space, it will now have the ability to transitional viewers of physical cricket into the fantasy play gaming market,” adds Harish Bijoor, brand guru and founder of Harish Bijoor Inc.
The deal for the IPL 2020, to come into effect from September 18, will be in force only till December 31. Dream 11 though has also made an offer for the IPL naming rights for the next two seasons – IPL 2021 and 2022 – at ₹ 240 crores per annum. That will only come into effect if Vivo ceases its contract with the BCCI and the board accepts the Dream11 offer.
The IPL 2020 will be played in the UAE – Dubai, Sharjah and Abu Dhabi – from September 19 to November 10.