DLF Ltd Ends Innings as IPL Title Sponsor

India's largest real estate company DLF Ltd has decided to end its 5 year long association with cricket tournament Indian Premier League (IPL) as the title sponsor and did not renew its contract that was due by last month  (July, 2012).

The DLF Ltd, however, said it would promote other sports & is currently exploring various such platforms for association. It had last week gifted luxury sports utility vehicle 'Audi Q5' to four Olympic medal winners from Haryana.

Mr. Rajeev Talwar, Group Executive Director, DLF Ltd said. "We have just stepped off the IPL. Sponsoring IPL over the past five years was a strategic decision wherein we wanted to establish our brand presence across Pan India as the leading real estate player"

Mr. Rajeev Talwar also added, " The last date for renewal of the contract was July 28 and the firm did not do it. Our firm has the first right of refusal for title sponsorship of the Twenty20 league. Our IPO came in 2007, a year before the IPL started. We were very aggressive pan-India then. We had good presence in all big cities"

DLF Foundation..!

'' DLF Ltd is now concentrating on those cities, where the company's core strength lies. Now,  we enjoy significant reach, brand recall & presence Pan India. We believe that we have been able to achieve the desired objectives to a great extent. The company would continue to nurture talent through various CSR initiatives undertaken by DLF Foundation" Mr. Talwar said.

The company has spent Rs 250 crore in five years for IPL. DLF will continue to be very active in promoting sports and encouraging healthy living.

"We are looking out for what is the big platform in India. We want to promote different sports for a good, clean & healthy living, which we do in our all the townships also. There is no limit and we have not earmarked anything. But it will be less than Rs. 50 crore a year that we spent in IPL" ," he added.

DLF Ltd is very active in the promotion of golf. It gives a prize money of about Rs. 1 crore to the winner of DLF Masters, held in Gurgaon every year. The firm is also one of the sponsors in this year's Davis Cup tennis tournament, which will be held in Chandigarh. We are spending Rs. 2 crore in this. 

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