Mumbai Indians continued to soar as India’s leading sports club on and off the field by registering the highest brand value in the Indian Premier League 2020. According to global brand valuation agency, Brand Finance, Mumbai Indians is the most successful team in the history of the IPL to mark its stronghold in the sponsor market by registering a 7.1% increase in its brand value. According to the study, the five-time Champions are the only team in the Indian Premier League to have soar this year to be valued at USD 70.3 mn.
MI was also the table-toppers in the Brand Strength Index (BSI), with a score of 76.9 out of 100 and a corresponding AA+ brand strength rating, as shown by the study. This also reflects a consistently high brand investment, stakeholder trust, and most importantly, the team’s performance. Mumbai Indians were followed by Chennai Super Kings and Kolkata Knight Riders at the 2nd and 3rd spot.
Mumbai Indians has maintained a growth of the trajectory clocking with a cumulative 69% rise across the 13 editions of the Indian Premier League. This is evidence to the trust that the club has earned and established through its continued success on and off the field both in conjunction with its strong brand ideology. Moreover, the brand’s appeal, Mumbai Indians is not limited by the geographical coordinates, which makes it a sought after partner for Indian and international brands with a high pedigree, which is reflected by the big list of brands that Mumbai Indians has collaborated with over the years.
Mumbai Indians spokesperson stated that “This year’s IPL has been one of the most successful years for us on and off-the-field, and we, at Mumbai Indians, embrace it with a lot of gratitude. We take a lot of pride in how we have nurtured brand Mumbai Indians over the years balancing our core values and ethos and replicating them in our brand-building initiatives. The faith of our brand partners amidst all apprehensions and challenges this season speaks volumes of the stature of brand Mumbai Indians. We are thankful to all our partners looking ahead with added inspiration.”
Even after the bleak market situation and the uncertainty of the tournament, Mumbai Indians initialized into the season adding to its list four global brands namely, Marriott Bonvoy, Colgate, Cadbury Dairy Milk and William Lawson’s, for multi-year deals, which was in addition to a continuing partnership with brands like Samsung, Colors, Jio and Usha and with, all the strong mix of international and Indian brands including Dream11, which enabled the five times title-holders to match its last years’ sponsorship revenues, continuing to be the market leaders among IPL franchises.