PepsiCo, the American snacks and beverages brand and also the title sponsor of the Indian Premier League (IPL), has demanded additional visibility and rights for its brands in cricket stadiums from the Indian cricket board as a compensation for moving part of the lucrative twenty20 tournament out of the country.
The brand is seeking increased visibility in boxes in the stadium, perimeter boards, dug-outs and drinks trolleys among others after the Board of Control for Cricket in India (BCCI) announced that the first phase of the IPL would be played in the United Arab Emirates because of the Lok Sabha elections in India.
According to a Pepsico spokesperson, "We are working closely with the BCCI team and will rely on them to devote more resources to actively support us to manage the complexity of activation across two countries.”
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