Wrigley India has agreed sponsorship deals with all the eight teams of the Indian Premier League (IPL) for its Boomer and Orbit products.
Terms and agreements vary for each franchise with deal lengths ranging from one to five years, Wrigley having signed partnerships with the Chennai Super Kings and the Delhi Daredevils for three years.
“We have signed exclusive sponsorship agreements with each franchise for a period of one to five years. Additionally, the window for renewing the sponsorship has been kept open as it depends on the performance of the team,” said Wrigley India marketing director Himanshu Khanna.
“We sell 10 million pieces of gum every day and have presence in 1.2 million retail stores across 2,000 towns and cities in India. With our association with IPL franchises, we would provide the franchises our largest network to reach the audiences. We would help in building the brands stronger through our large retail network.”
Boomer will act as official bubblegum partner to each team, with Orbit acting as the official chewing gum partner. Under the terms of the deals, Wrigley will additionally run various marketing initiatives including the launch of co-branded products with the wrappers of Orbit and Boomer able to bear team logos.
