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SBD Global/May 21, 2013/Marketing and Sponsorship

IPL Spot-Fixing Scandal Hasn't Hurt Brand As Sponsors, Advertisers Stay On

Advertisers and sponsors of the Indian Premier League "hope the scandal would not affect viewership of the tournament and impact its brand value," according to the PTI. Multi Screen Media, official broadcaster of the T20 format, said that fixing of matches by players of a particular team "would not impact the brand value and viewership of IPL matches." MSM President of Network Sales Rohit Gupta said, "It is only three players who have been caught. There are 300 other players who are playing, so we do not believe this spot-fixing is going on in all the matches." Industry expert Navin Khemka said that the scandal "would have no adverse impact on advertising deals." Khemka said, "All IPL deals are done at the beginning." Water purifier maker Kent RO, one of the sponsors of the IPL team Rajasthan Royals, whose three players have been arrested on spot fixing allegations, "termed the current situation as 'painful' for them." Kent RO Chair/Managing Dir Mahesh Gupta said, "We are absolutely disgusted with what these three players have done. Gupta, however, added the company will continue to sponsor the Rajasthan team." PepsiCo India, the title sponsor of the tournament, said through a spokesperson, "The matter is under investigation, and we are confident that the Board of Control for Cricket in India and the IPL Governing Council will take appropriate action." Coca-Cola India "hoped that authorities would investigate and take the required action." Coke said that it "will continue to support cricket, both at the grassroots and at other levels" (PTI, 5/20).
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