PhonePe bags six sponsorships for IPL 2021 in its biggest-ever marketing push

PhonePe has announced that it has taken up six different sponsorships for IPL 2021. PhonePe is the official co-presenting sponsor for the television broadcast of IPL 2021 on Star Sports Network. It is also the Associate Sponsor for the digital broadcast of IPL on Disney+Hotstar. Additionally, this time PhonePe is also sponsoring four IPL franchises - Mumbai Indians, Chennai Super Kings, Royal Challengers Bangalore and Delhi Capitals.

This is the third year in a row that PhonePe is co-sponsoring IPL. This year, however, PhonePe’s IPL campaign will run equally aggressively across multiple platforms including TV, digital and social media platforms.

In the biggest-ever marketing push for PhonePe, the marketing interventions will run through the year with a focus on the upcoming IPL 2021. The focus of the marketing activities will largely be on expanding the user base from 280 million currently to 500 million by December 2022 and drive preference for PhonePe among millions of new-to-digital users.

Commenting on the announcement, Sameer Nigam, Founder and CEO, PhonePe, said, “We are kicking off our most aggressive national marketing campaign ever, starting with IPL 2021 next month. We have invested even more heavily on IPL this year, taking up 6 different sponsorships. As the category leader, it is our vision as well as our ambition to bring digital payments to every Indian household. Our aggressive marketing efforts are in line with this strategic priority.”

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