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With increasing popularity of e-learning and fantasy sports, ed-tech and e-sports companies betting big on IPL 2020

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In addition to being one of the biggest sports events, the Indian Premier League also poses a huge opportunity for companies to market themselves. This year it is the ed-tech and esports platforms that are betting big on the game with their rise in popularity amid the pandemic. From Dream11 to Byju’s to Unacademy, ed-tech companies have poured in around Rs 400 crore in IPL sponsorships so far.

Noted sports journalist, academician and author Boria Majumdar says that fantasy platforms and digital education companies are leading investors because there is a real shift in these sectors and there is enormous potential in education and fantasy sports that is now being realised. From being sponsored by telecom, auto and finance companies earlier to e-commerce platforms and now ed-tech and online gaming, lead categories of sponsors have changed over the years. IPL has in fact provided a great opportunity for brands to build their presence and gain massive reach within a short period of time.

Unacademy has recently been roped in as the official partner for IPL for three seasons costing it over Rs 120 crore. In addition to this, it has been reported that fantasy gaming platform Dream11 outbids Tata Sons while bringing in Unacademy and Byju’s to gain the title sponsorship.

“We are pleased to have Unacademy on board as the ‘Official Partner’ of the Indian Premier League 2020 to 2022. IPL is the most watched cricket league in India and as a homegrown Indian ed-tech company, we believe that Unacademy can create a huge positive impact on the aspirations of the audience watching, especially the millions of Indian youth who are seeking inspiration in their careers.” said Brijesh Patel, IPL chairman.

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