Mediareach has got Indian Premier League Cricket Sponsorship Deal for Southall Travel on ITV 4
Southall Travel, a market leading global travel operator sponsors one of the most exciting events in cricket with the return of the Indian Premier League season on ITV 4. The IPL is becoming the most compelling and spectacular sports tournament in the world with many international cricket stars and giants taking part. Mediareach Advertising developed the deal and the strategy, which is to incorporate the Southall logo at the heart of the cricketing action, as cricket is one of the most popular sports in the Asian Subcontinents, which remains a popular destination for holiday-makers.
Saad Saraf, CEO of Mediareach Advertising said, “This sponsorship is a major investment in building Southall Travel’s brand even further and continues to expand their business. It’s the partnership od of a premier travel agency with premier sporting event which creates very strong proposition for the brand as many international cricket stars take part in this high profile tournament”.
This year’s edition covered by ITV4 is Live over 49 days of blistering action, featuring the biggest global cricketing superstars, played between the nation’s biggest clubs. The’ sponsorship stings appear during the start of games and between live chats and discussions. Online, popular search terms were given cricketing terms, like ‘Google’ was changed to ‘Googly’, to bring Online and TV audiences closer to the cricketing action.
CEO and founder Kuljinder Singh Bahia believes that both Southall Travel and the IPL have common goals, which are focused towards future markets and a rapidly expanding global customer base.
‘ These days, live games are watched on multiple platforms, from TV to online and on tablets. We have positioned the brand as ‘ The Future of Travel’, and our commitment is to constantly invest in both technology and personnel that reflects this. To showcase this ‘leading edge’, our cricket sponsorship of the IPL on ITV4 was the perfect platform, says Kuljinder.
Southall travel started as an ethnic travel agency and quickly expanded into mainstream travel mushrooming from a turnover of £500.000 in 1991 to £250 million business today.