“Sports events like IPL are a great platform for brands to not only convey their core promise to a much wider audience, but also to make a stronger and more enduring bond,” the Indian head of sportswear brand, U.S. Polo Assn, said.
To a question on sports events like IPL providing opportunities to apparel brands to market their products, Mr. Alok Dubey, CEO of Polo Assn said, “Through contemporary sporting formats like these, one connects with existing and potential consumers in a high-involvement environment.”
“And impact made thereon is much higher than in conventional advertising. Also, given the glamorous and dramatic nature of IPL, it’s a glove fit for apparel brands.”
U.S. Polo Assn. is one of the most reputed brands for polo t-shirts, and is officially sanctioned by the United States Polo Association (USPA). The brand entered India in 2007 through a licensing agreement with Arvind Brands and today is sold in over 135 countries.