DHL Scores Landmark Deal With IPL’s Mumbai Indians

Logistics giant DHL has sealed a deal with reigning IPL champions and commercial magnet Mumbai Indians as their new principal sponsor.

Under the agreement, DHL’s logo will replace Indian general entertainment channel Colors on the back of the IPL cricket team’s match shirts.

The agreement, which also designates the courier giant as the Twenty20 team’s official logistics partner, marks DHL’s first-ever cricket sponsorship, although the company already has high-profile deals in place across several other sports, including with Formula One and Manchester United.

DHL is the fourth international brand to join Mumbai’s roster of partners, alongside electronics firm Samsung, hotel chain Marriott International and confectionary company Cadbury. 

Commenting on the deal, a spokesperson for Mumbai said: “The combination of DHL Express’ international market network, and Mumbai Indians’ global fan following, brings in a unique dimension to our partner association programme, allowing both brands to leverage its vast consumer interface.”

“We are proud of the fact that global brands such as DHL Express see Mumbai Indians as their preferred partner. It is testament to the trust that our club has earned and established through continued on-field success in conjunction with strong brand ideology.”

Last year was also DHL’s sixth as the sponsor of the Indian Super League, the country’s franchise-based football league.

A recent report by brand valuation agency Brand Finance ranked the Mumbai Indians as the number one IPL franchise in terms of brand value. According to the analysis, the club’s brand value climbed 7.1 per cent in 2020 to reach US$70.3 million, an increase of 69 per cent since the T20 tournament began in 2009.

In other IPL sponsorship news, the Times of India has reported that online trading platform Upstox has seen off competition from rival service Groww to become an official partner of the tournament. 

According to the report, the three-year deal will see Upstox pump in US$6.1 million yearly to sponsor the tournament, the 2021 edition of which is scheduled to begin in April.