Maruti Vitara Brezza would be showcased during the 2016 Vivo Indian Premier League (IPL) matches in the country. The company has signed an agreement with the Board of Control for Cricket in India (BCCI), which makes it the official ground sponsor of the tournament, commencing from April 9, 2016. Reportedly, the contract was signed a few days back and it is for two seasons - IPL 9 and IPL 10.
Under the contract, Maruti will have its branding placed prominently in the stadium, on perimeter walls, on the scoreboard, among other areas. Commenting on the agreement, Sanjeev Handa, Vice-President, Maruti Suzuki India, said, “The company has always had a strong association with cricket, which is a religion in the country. This is the first time we are entering into this strategic partnership to become the on-ground sponsor for IPL. One of the key reasons has been the launch of our Vitara Brezza, which is all about glamour and performance and IPL epitomizes these values. Our focus is to associate with the youth, and with sports, the connection is instant.”
"There is nothing better than the IPL as a launch pad, because the sheer reach and scale of the property that it can bring is not provided by anyone else,” said T. Gangadhar, managing director at media agency MEC South Asia. The country's largest automaker would predominantly make use of this collaboration with BCCI to promote the recently launched Vitara Brezza, which happens to be the compan's first sub 4-meter SUV. For those asking, it is not the first time that Maruti has joined hands with a sports body as previously it had also associated with Indian Super League (ISL) to promote Alto and Swift. In addition, the company partnered with International Tennis Premier League (ITPL) & BT ProAm golf tournament for the promotion of S-Cross.
"The tournament will have 60 matches over 45 days with eight teams, two of which are new teams. And considering that the top performers Rajasthan Royals and the Chennai Super Kings will not be playing this year, we are expecting a heightened interest (in seeing which team will emerge as the top contender). Moreover, the tournament will be telecast during the summer holidays with prime time slots,” added Handa. Maruti Vitara had its world premiere at the 2016 Auto Expo in February, while it was officially launched on March 8, 2016 in a price domain of Rs. 6.99-10.01 Lakhs (Ex. Showroom, Delhi). The deliveries of the micro SUV started from March 25, and the company has registered over 20000 bookings for the SUV in just two weeks.