PhonePe takes up six IPL 2021 sponsorships for its biggest marketing push

PhonePe, the digital payments firm, has taken up six different sponsorships for the Indian Premier League (IPL) in 2021 for its biggest-ever marketing push.

The Walmart-owned company said its marketing focus will be on expanding its user base from 280 million to 500 million by December 2022. It last year earmarked about Rs 800 crore on marketing to take on rivals Google Pay, Paytm and Amazon Pay.

“We are kicking off our most aggressive national marketing campaign ever, starting with IPL 2021 next month. We have invested even more heavily on IPL this year, taking up 6 different sponsorships,” said Sameer Nigam, founder and CEO of PhonePe, referring to the short-format cricket tournament.