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After a dismal performance last year, the GMR Group-owned Delhi Daredevils is back with a new line-up, song, and marketing strategy.
It is hoping the Indian team's string of recent losses would not reduce interest in the fifth edition of cricket's premier league.
The team, which was ranked second after Kolkata Knight Riders in terms of brand value in 2009-10, has signed up four adventure sportsmen, or ‘superfans', fro brand promotion.
“Because of last year's performance, we needed more energy,” said Mr Hemant Dua, Head (Marketing), GMR Sports.
Merchandise sales
The team, which reportedly lost Rs 47.11 crore in 2009-10, has been focusing on the digital medium to engage fans. Along with updates on Facebook, Twitter and YouTube, it has also launched a new Hindi Web site to tap into a wider fan base.
Further, to cash in on the season, Delhi Daredevils merchandise would be sold through e-shops as well as stores of Adidas, one of the sponsors. Collectibles too would be auctioned online during the Daredevils' matches.
“We are going across the board — TV, radio, internet and print — to establish and develop a brand identity,” Mr Dua added.
The team's performance will also be crucial for the sponsors underwriting them. Panasonic, the lead sponsors , plans to spend about 30 per cent of its total marketing spend for 2012-13 during the first quarter that coincides with the IPL. Its fiscal year spend is budgeted at between Rs 350 crore and Rs 400 crore.
Panasonic's Director (Marketing) Mr Manish Sharma said, “Associating with Delhi gives us (access to) a larger customer base.”
Muthoot Group, Idea Cellular, Royal Challenge and Coca-Cola are other sponsors associated with the Daredevils. Bookmyshow, an online ticketing company, has also signed deals with five IPL teams this year — including Delhi Daredevils.
Delhi Daredevils has also launched a corporate social responsibility campaign — Dare to Care —with the Unicef. The team would promote education of girl children in all the cities they visit and a significant percentage from ticketing, merchandise sales and auctions would go to Unicef.
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