Vivo to quit the title sponsorship deal with Pro Kabaddi League

After parting ways with the BCCI for the 2020 edition of the Indian Premier League, Chinese smartphone manufacturer Vivo has decided to walk out of two more major title sponsorship deals — the Pro Kabaddi League (PKL) and the ‘Bigg Boss’ reality show.

Vivo walking out of sponsorship with Pro Kabaddi League

A person directly involved with Vivo said, “Vivo has decided to lie low amid all the negative publicity the brand was generating since the India–China clash on the border. The company has decided to pull out of all the major deals, at least for this year, and will focus on selling products via more retail discount and commissions,” as reported by ET.

Valued at around Rs 300 crore, in 2017 with Star India Vivo had signed a five-year deal for the PKL title sponsorship. 

Sources said, while the 2020 edition of the league was cancelled, Vivo had informed Star India of its intention to terminate the deal. Vivo has become one of the largest advertisers in India.

The company spends more than Rs 1,000 crore annually on marketing and promotions, which include Rs 440 crore to the BCCI and an additional Rs 120-150 crore during the IPL.

Vivo, which was already facing heat over its Chinese origin and anti-China sentiments in India, after the IPL was pushed to September and out of India, Vivo decided to sit out of the 13th edition of the IPL.

“Vivo has realised that by not advertising, but offering better discounts, it will sell more phones rather than by advertising, which will attract public ire,” said another person close to the development.

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