Kothari Jewellers leverages sponsorship of local cricket match series, targets potential sales and brand recall 

The jewellery brand and their couture brand M. R. Kothari generated a total of 500 exclusive coupons, distributing them among participants from both the men’s and women’s teams, enabling them to purchase jewellery after the series 

Jabalpur: Amidst the fervour of Indian Premier League 2024 cricket matches throughout the country, Kothari Jewellers of Jabalpur seized the opportunity to infuse their own brand into this event. Recognizing the immense enthusiasm at a local level, the jeweller contributed to the sporting extravaganza by becoming the title sponsor for the Men’s Premier League and the Inter Ladies Club Women’s Premier League, a series of local cricket matches hosted by Viaana Sports Arena.  

By associating with this event, the brand aimed to not only support the sports community but also create business opportunities. The matches also rewarded the winning teams with cash prizes, while felicitating players for different categories such as the man/woman of the match, the best batter and the best fielder in the men’s and women’s teams. 

“We can see how excited everyone is for the IPL matches. Even locally, Jabalpur’s enthusiasm inspired us to participate in our way. This was an opportunity for us to display our brand among the sportspersons and the audience,” said Vardhaman Kothari, Director, Kothari Jewellers. 

Hosted by the Viaana Sports Arena, the matches kicked off with the Men’s Premier League on June 1, followed by the Women’s Premier League, which began on June 10 and is slated to conclude on June 15.  

Adding a distinct local flavour to these series was an innovative inclusion, particularly evident in the women’s teams. In a departure from the normative age restrictions seen in professional sports matches, the organisers selected women aged 30 and above from the city to participate in the event. “As a brand, we identified with this age group of women since they are a major portion of our jewellery customer base. The local media was our way to promote the event and we also actively posted it on our social media,” cited Kothari. 

In a strategic marketing move, Kothari Jewellers and their couture brand M. R. Kothari generated a total of 500 exclusive coupons for jewelelry sale, distributing them among participants from both the men’s and women’s teams. This initiative was planned with a sales objective in sight. Hence, apart from brand visibility and engagement, the jeweller generated a potential sales opportunity. 

“There were 10 men’s teams and 12-14 women’s teams. We proceeded with the aim of generating a new customer base from among the players. Soon, they are welcome to visit our showroom to make a purchase which will boost our sales,” maintained Kothari. 

The brand, which has been associated with many initiatives in the past, also emphasised the importance of brand recall during and after the sponsorship of such events. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive