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Sun 16 Aug 2020 03:10 PM

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Lulu Group mulls possible IPL sponsorship tie-up

Industry experts said an IPL association can bring double-benefit to Lulu Group in terms of brand building both in the Middle East and in India

Lulu Group mulls possible IPL sponsorship tie-up

Lulu Group has business operations in 22 countries across the Middle East, Asia, US and Europe.

Lulu Group has been approached by IPL organisers with a proposal for a sponsorship, a senior executive of the group has revealed.

The Abu Dhabi-based Group, however, is still undecided on getting associated with the annual mega cricket tournament, which will be played in the UAE this year.

“Some proposals have come [from IPL]. However, we have not taken any decision [on the proposal] so far,” V Nandakumar, director, Corporate Communications of Lulu Group, told Arabian Business.

The Lulu Group spokesperson, however, did not disclose the details of the proposals from IPL.

Aside from title sponsorship, there are several other category sponsorships or venue advertisement options for companies to become associated with IPL.

Last week, the Board of Cricket Control of India (BCCI), the founding body of the Twenty20 cricket tournament invited bids for the new title sponsor for IPL this year.

This followed the earlier title sponsor Chinese mobile firm Vivo withdrew from the sponsorship due to the growing hostility towards Chinese companies and investors in the wake of the recent violent clashes between the armed forces of the two countries on the Ladakh border.

The last date for submission of bids was August 14, and the winner is to be announced on August 18.

The 13th edition of IPL’s Twenty20 tournament is scheduled to take place between September 19 and November 10 in Sharjah, Abu Dhabi and Dubai.

Reach and visibility

Though the M A Yusuff Ali-promoted Lulu Group is yet to decide on whether or not to get associated with IPL this year, retail industry experts said the Group could derive massive benefits from such an association in terms of the reach and visibility for its brand.

“It can actually bring double-benefit to Lulu Group in terms of brand building both in UAE and in India, where it has presence in many areas but not as well known yet,” Harminder Sahni, founder and managing director of Wazir Advisors, a leading Indian management consultancy, told Arabian Business.

“Considering the popularity of IPL, it can attract hundreds of thousands of spectators. UAE being its home market, Lulu's association can help it in a big way to reach out the spectators from various Gulf countries.

“It will also help it to gain popularity in India, as a large number of spectators will be Indians,” Sahni said.

Lulu Group, which is present in retail, hospitality, manufacturing, processing, financial and real estate sectors, has business operations in 22 countries across the Middle East, Asia, US and Europe.

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