RapiPay Fintech teams up with Delhi Capitals
brand building strategy
- Becomes first-ever player in its category to partner with an IPL team for a sponsorship
- RapiPay brand logo will feature on the back of Delhi Capitals players' helmets and caps
Mumbai: RapiPay Fintech has forged a strategic partnership with Delhi Capitals. As part of the pact, RapiPay will be the team's neo banking partner for the 15th season of Indian Premier League (IPL), which kickstarts on March 26.
There are various sponsorship partners from industries like insurance, trading, telecom, etc., for Delhi Capitals. RapiPay is the only neo banking player to feature headgear of Delhi Capitals team. RapiPay has become the first ever player in its category to partner with an IPL team for a sponsorship of this scale. When asked by Bizz Buzz to tell about the value of the deal, Vineet Chugh, head (marketing), RapiPay Fintech, replied: "All we can say is that it's a two year deal and we would not like to disclose the amount at this stage."
The RapiPay brand logo will feature on the back of Delhi Capitals players' helmets and caps. Making its debut in IPL with this partnership, RapiPay aims to connect with millions of cricket fans across the world.
A partnership of this scale manifests our growing commitment in Fintech and neo banking. With our IPL debut and this partnership, RapiPay aims to connect with millions of cricket fans across the world and attract eyeballs for brand RapiPay, Chugh said.
The fan following of IPL is increasing every year and so is the viewership. Few years back (pre-Covid), IPL had a higher viewership on TV than on OTT platforms. Then during the Covid pandemic, number of audiences watching content online or on OTT platforms increased manyfold. As a result, the overall viewership of IPL matches jumped, more people watch IPL today online than on TV, and overall viewership of IPL has reached sky high.
The latest partnership reinforces RapiPay's brand building strategy and expanded commitment to grow Neo Banking to the list mile in India. IPL is the most watched sports event in the country, be it on OTT or TV. It attracts billions of views on OTT and TV.
Having your brand logo on players uniform or headgear increases brand awareness and brand salience. As official Neo banking partner of Delhi Capital, our brand logo will be visible on the helmets and caps of Delhi Capital players and will also be visible on ground, he added.
Other than Delhi Capitals' headgear branding, our marketing initiative will be extended to online marketing campaigns featuring 3 top players of Delhi Capitals. The Marketing media mix will compromise of Video Ads, App and web banners. This will not only build brand awareness but will also build trust for the brand.
