After its successful association with Indian Premier League franchise Delhi Capital this summer, TCL, a Chinese home appliance manufacturer has now collaborated with another cricket league in India. TCL Electronics, currently the world’s 2nd largest TV manufacturer and a leading consumer electronics company, is participating as the associate sponsor for the 8th edition of the Karnataka Premier League (KPL). The latest edition has commenced in Bangalore on August 16 and will conclude with the grand finale on August 31 in Mysore.
Managed by Karnataka State Cricket Association, KPL is the first state-level cricket league in India based on the Indian Premier League (IPL) that aims to bring out the best cricketing talent from the state of Karnataka.
The KPL partnership is a continuation of TCL’s ongoing mission to promote sports and nurture emerging talent in India. As a part of its promotional strategy, TCL has been consistently focusing on sports marketing. It refers to a subdivision of marketing which focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams. It is a service in which the element promoted can be a physical product or a brand name.
It all began with the TCL’s association with global football icon Neymar Jr. He is currently the global brand ambassador for the company. Bringing the celebrated Brazilian on board helped TCL in capitalising on the popularity of the football superstar and helped it to become a household brand. In India, TCL’s focus has been cricket, due to its huge fan base and viewership.
TCL India Managing Director, Mike Chen said, “In India, sport is more than just a recreational activity. It is a passion for millions of individuals. The country is home to a large number of talented sportspersons who, with proper guidance and exposure, can sharpen their skills to represent India on the international level. Our latest association with KPL is aligned with this vision of transforming India into a global sports powerhouse. Going forward, we will look to explore more such associations and create newer avenues to promote sports in India while allowing young, talented individuals to excel in the world of sports.”
TCL followed up on this achievement in blockbuster style by becoming the team sponsor for Delhi Capitals in the Indian Premier League. In the meantime, TCL also partnered with ESPN to launch a special video series titled ‘Born a Legend’ which featured cricketer Kuldeep Yadav. TCL aims to inspire and motivate millions of future sports legends to follow their passion with the utmost dedication. Through this sponsorship, TCL is extending much-needed support and exposure to local sports talent while also underlining its strong India focus.
TCL has a rich market presence from the past 38 years. TCL seems dedicated to providing Indian customers with access to cutting-edge electronic products, along with a contribution towards developing a strong sports ecosystem in India. However, as far as sports marketing is concerned, millennial switching to new platforms to access sport, the role of traditional media and sports marketing is changing.