MPL Sponsoring Two IPL Teams this Year

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MPL is growing day by day. With 60 million users in just 2 years, This brand is now the official sponsor of Two IPL Teams i.e. Kolkata & Bangaluru. Which is really applaudable.

The company claims to have grown around 4x in the past 6 months with 1 Billion $ of Gross Merchandise Value.

The main Aim behind these Tie-ups & Sponsorship is to become a “household name in India” across age segments and demographics, said MPL.

Abhishek Madhavan, SVP of growth and marketing, Mobile Premier League (MPL). – “In just two years, we have grown to 6 Cr users in India,”

He Further added, “Our target group is anyone using a smartphone in India and hence, our focus on marketing — because it is a huge market and is bound to increase with internet and smartphone penetration increasing,”

mpl

But why MPL is chasing big & high-profile Brand associations such as the Indian Premier League? Here is the answer,

The company which is only founded in September 2018, gains the spotlight so quickly. Just like last year, the company has been in the limelight this year too with its big associations with teams. Besides being a sponsor for two IPL teams (Kolkata and Bengaluru) this year, They are also the presenting sponsor of the reality show Bigg Boss 2020.

In 2019, MPL has achieved good attraction from the association, which has gone a long way towards boosting the user base as the broadcast sponsor of the mega cricket tournament. Why not? They have  Virat Kohli The Indian Cricket Captain as their brand ambassador. But why a fantasy sports gaming company is tying up with the high-class brands? The answer is these platforms have a great amount of viewership in India. By tying up with these brands they’ll grab the maximum no. of eyeballs or you can say they are seeking the attention for their growth. Which is a good marketing strategy.

But, what is the ROI (return on investment) from these marketing spends? Madhavan claims that the aim of these marketing spends, like many other competing start-ups, is to become a “household name in India” .

 Growth of Mobile Premier League from the past:

Founded by serial entrepreneurs Sai Srinivas Kiran G and Shubham Malhotra, MPL claims to have grown 4x over the past six months. The startup said its gross merchandise value (GMV) has reached  $1Bn from the $350 Mn in March 2020. But MPL did not have any specific revenue details to share.

None of the games on the MPL platform are developed by the company itself, instead, it follows a marketplace model where developers can join and create games based on MPL’s ideation. This approach also helps the company to grow faster because it reduces the amount of effort and time needed to build this portfolio of games. 

Currently, MPL has over 60 Mn users in India, coming from over 5200 Indian cities and towns across the country.  Madhavan considers MPL’s ability to attract players from all age groups as a testament to its platform model. “In May, we conducted the Checkmate Covid Chess tournament along with the Govt. of Karnataka and one of our winners was a senior citizen above the age of 60,” he added. 

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