The ninth season of vivo Pro Kabaddi is slotted to begin in the first week of October bringing festivities to fans and brands across India. vivo Pro Kabaddi has witnessed incredible growth both as a league and as a high-impact media vehicle offering brands across the spectrum 360-degree association season on season.
The league has seen an illustrious list of brands that have advertised on TV such as Gillette, Hero, Tata Motors, Thums Up, vivo, Honda Two Wheelers, Iodex and many more. Digital-first brands like Dream11, Byju’s, Mfine, A23 and Winzo have leveraged the TV association to drive large scale awareness among the masses.
As per sources, a sponsorship valuation study indicated that an Associate Sponsorship on vivo Pro Kabaddi on TV in the last season delivered 19x ROI, showcasing the power of India’s second biggest sport.
An All-Rounder for Brands
What has made the league a premier media vehicle for brands is a combination of its wide reach, high ad attention and time spent per viewer. As per BARC, season 8 of vivo Pro Kabaddi delivered a cumulative reach of around 250 million with an average time spent per viewer of 25.4 minutes, a staggering number for a sport that has a total duration of 40 mins per match. Season 8 of vivo Pro Kabaddi garnered 59% viewership from SEC A & B, setting new benchmarks for the league adding to its existing stronghold in the heartland. The league is known for the integrated nature of the sponsor associations that empower brands to innovatively leverage the combined might of on-air, on-ground, social-media and superstar talent. Social media has been another key asset for sponsors with the league delivering close to 342 million in reach on the Star Sports handles.
What’s Exciting for Brands in Season 9
The ninth edition of vivo Pro Kabaddi offers an exciting bouquet of integrations opening up endless possibilities for brands to innovate and create distinct impact. vivo Pro Kabaddi has constantly innovated as a platform for brands through customizable integrations in the form of leveraging augmented reality on broadcast, robust in-stadia integrations, access to superstar talent and the power of social media.
For the first time ever in Pro Kabaddi, season 9 will debut picture-in-picture advertising during live action, bringing brands closer to the action than ever. The broadcast will also open up the world of disruptive augmented reality integrations for sponsors, providing deeper engagement among highly engrossed viewers.
As the upcoming edition of vivo Pro Kabaddi coincides with the festive season, associating with the league could give brands a great platform to engage with millions of viewers and drive large-scale awareness during a period of accelerated buying. With the player auction coming up this week, the excitement is already high among fans and we could see record-breaking buys from franchises with many game-changing superstars going under the hammer.
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