VivaKi Exchange bags media duties of Indian Badminton League

The account size is estimated at around Rs 25 crore in the inaugural year of the $1-million tournament

BestMediaInfo Bureau | Delhi | May 14, 2013

VivaKi Exchange, a division of TLG India Private Limited, a leading entity in media and communications, has clinched the media mandate for the Indian Badminton League (IBL) following a hard fought multi-agency pitch. The $1-million IBL, which is the richest badminton tournament in the world, is a joint venture of Badminton Association of India (BAI) and Sporty Solutionz (P) Ltd, which is the commercial partner.

The pathbreaking IBL will offer VivaKi not just traditional media but transcend into social and newer forms of digital media. The account is estimated to be worth around Rs 25 crore in the inaugural year.

BAI President and MP, Akhilesh Das Gupta, said, “The Indian Badminton League aims to bring long-term benefits for the players and will usher in a new era in the sport. We welcome VivaKi on board and hope this association will take badminton to new heights.”

Sporty Solutionz CEO Ashish Chadha said, “The world's biggest badminton league demands the maturity, size and depth for a national and international launch and VivaKi possesses the requisite skillsets. We are extremely pleased with the vibrant approach and enthusiasm of the entire VivaKi team.”

Mona Jain

VivaKi Exchange CEO Mona Jain commented, “Of late, the sports category has seen a massive upward swing, largely due to a plethora of sports channels and coupled with Indians winning accolades internationally. Badminton is undoubtedly the fastest-growing sport in the world and enjoys a massive following in India after Saina Nehwal's exploits in the 2012 London Olympics. I am sure IBL will be seen as a viable destination for large spending advertisers who want to maximise their spend on media through sports this year.”

Tarun Nigam

Tarun Nigam, COO, VivaKi Partnerships Unit, added, “Working on sports leagues is the most challenging part. We are thrilled with this appointment and with our bandwidth we will build IBL as the most lucrative sports property in India.”

The inaugural edition of IBL will be held from August 14-31 this year. Almost all the top players of the world, including India's badminton icons Saina Nehwal, Jwala Gutta, P Kashyap, Ashwini Ponnappa and teen sensation PV Sindhu have confirmed their participation in the League.

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