Samsung looks to amplify engagement with high energy alliance with Mumbai Indians

Samsung India has signed up as the Principal Sponsor of Mumbai Indians, the defending champions of the 11th edition of Indian Premier League (IPL), which got underway on April 7, 2018. The tournament will continue till May 27, 2018. 

Apart from the Mumbai India players donning team jerseys sporting Samsung’s logo, the brand will also be seen on the perimeter boards and the player dugout. At the Wankhede Stadium, the home ground of Mumbai Indians, the North Stand has been designated Samsung North Stand. 

During the tournament, Samsung’s official online store – Samsung Shop – will run a Twenty20 themed sale of mobile products from April 12-14, 2018, where first 50 orders from Mumbai will get IPL match tickets. 

Ranjivjit Singh, Chief Marketing Officer, Samsung India

Commenting on the association, Ranjivjit Singh, Chief Marketing Officer, Samsung India, said, “Samsung and Mumbai Indians have a lot of similarities as a brand. Both brands are consistent and are very visible. Mumbai Indians is the only team in the League that has won the IPL three times (in 2013, 2015 and 2017). Samsung is the most loved and trusted brand in India and has been No. 1 across categories for many years. We are excited to be the Principal Sponsor of Mumbai Indians and are sure the coming together of two top brands will bring even more excitement to the IPL and to all cricket lovers around the world.” 

Speaking to Adgully, Singh said, “This partnership with Mumbai Indians is an active, youthful and high energy association. Coupled with on-air advertising during the tournament, this partnership will give us strong resonance, especially during this time of the year when the peak season is on.” 

He further said, “We see a lot of mutual fans of the two brands expressing themselves throughout the League on social media and other platforms, and there will certainly be a lot of consumer expression and engagement.” 

While this partnership seeks to create synergies between two high performing brands, Samsung also expects positive engagement with its consumers, especially the youth. 

“During the IPL, it will not just be about visibility for us, it is also about engagement with the right kind of audiences, especially considering that the League is loved by the young millennials, who also throng the stadiums. We want to be where our consumers are,” Singh added.

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