The popularity of cricket in India is wooing Starwood and Marriott to jump on the IPL bandwagon to sponsor teams in the ongoing fourth season of the T20 tournament.A PTI report said while Marriott India Hotels Resorts has entered into a sponsorship agreement with the inaugural season winner Rajasthan Royals, Starwood Hotel & Resorts has chosen Virender Sehwag-led team Delhi Daredevils.The report said the companies are spending more to sponsor teams on a bigger scale, rather than merely becoming a hospitality partner by having barter deals.For instance, Rajasthan Royals has found a new sponsor in Marriott India Hotels Resorts with which the team franchise has inked a deal. Under the agreement, 80% would be paid in cash and the rest by providing food and dining services.”There will be lots of joint initiatives going ahead. The partnership is long-term,” Rajasthan Royals Chief Marketing Officer Raghu Iyer told PTI.With fan interest in India on cricket at its highest after the World Cup win, the hospitality chains feel IPL is just the right opportunity to build their brands, the report said.”IPL provides an exciting platform for a company like ours to build consumer connect and spread awareness of our hotel brands,” Starwood Asia Pacific Hotels and Resorts Director Sales and Marketing South Asia Rajan Bahadur was quoted saying.
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