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Chinese smartphone brand ropes in Indian cricket captain to promote new product line.
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- Partnership includes TV campaigns, as well as print, outdoor, social media and events
- Deal announced with Vivo returning as IPL title sponsor for 2021 season
- Kohli earned around US$24m in 2020 from endorsement deals, according to Forbes
Indian cricket icon Virat Kohli has added smartphone manufacturer Vivo to his already sizeable endorsement portfolio.
As a Vivo brand ambassador, the 32-year-old will spread awareness and promote the launch of the Chinese company’s upcoming products. The partnership includes all above the line (ATL) and below the line (BTL) activities, including Vivo’s upcoming TV campaigns, as well as print, outdoor, social media and events.
The deal further bolsters Vivo’s ties to cricket in India, where the company is returning as the title sponsor of this year’s Indian Premier League (IPL) Twenty20 tournament, which is due to start on 9th April.
Nipun Marya, director of brand strategy for Vivo in India, said partnering “with someone as effervescent” as Kohli will help the company “connect with our younger consumers”.
Kohli, who captains the Indian national cricket team and the Royal Challengers Bangalore (RCB) IPL franchise, added: “As a sportsperson, I understand the importance of consistency and commitment in the game. Vivo, as a brand, has established itself as one of the leading players in the Indian smartphone market with its consistency towards delivering innovative technology.
“The way Vivo has brought joy to its customers’ lives through simplified technology, and advancements in mobile photography are game-winning. Associating with such a brand that understands and delivers to the audience is quite exciting.”
Kohli is the 66th highest-paid athlete in the world, according to Forbes, which estimates that the star batsman earned around US$24 million in 2020 from his endorsement deals with the likes of Audi, Colgate-Palmolive, Flipkart, Google, Hero Motocorp, Puma, Uber and Valvoline.
In other Indian cricket news, Kohli’s RCB have confirmed that Max Life Insurance will be their official life insurance partner for the third consecutive year, with the company’s logo set to appear on the team’s non-leading trouser leg.
Meanwhile, the Mumbai Indians, who won last year’s IPL, have announced that Usha International, the consumer durables company, will continue as an official partner of the franchise for an eighth consecutive year.
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