KOLKATA: In a bid to drive its reach and growth, digital payments platform PhonePe is betting big on the IPL by taking up six different sponsorships for this year’s edition. Besides being the official co-presenting partner for the television broadcast of IPL 2021 on Star Sports Network, PhonePe is also the associate sponsor for the digital broadcast of the league on Disney+ Hotstar. Additionally, the fintech start-up is also bankrolling 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 as the league continues to be the biggest sporting event in India, offering its advertising partners considerable national reach. This year, however, its IPL campaign will run equally aggressively across multiple platforms including TV, digital and social media platforms. 

In the biggest-ever marketing push for the brand, its marketing interventions will run through the year with a focus on the upcoming IPL 2021. The crux 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.

PhonePe founder & CEO Sameer Nigam 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 six 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.”