This article was originally published in the Brand Finance IPL 2024 Report
Sports sponsorships and collaborations go beyond brand visibility, creating a unique engagement platform for brands to connect with their audience. In an exclusive with Brand Finance, Daniel van Otterdijk, Group Chief Communications Officer at DP World, talks about strategies that make sports partnerships impactful.
DP World has partnered with major sporting events, including Formula 1, golf, and cricket, while achieving significant brand value growth. What makes sports partnerships such an effective tool for building your brand?
Group Chief Communications Officer, DP World
We proudly collaborate with iconic sporting properties such as the DP World Tour, The ICC and McLaren Racing, engaging global audiences through shared passions. These partnerships extend beyond logo placement, leveraging our logistics expertise to support world-class events and deliver impactful initiatives.
From sustainably transporting supplies to the 2023 Ryder Cup in Rome, delivering cricket pitches for the India-Pakistan ICC World Cup match, to managing SailGP logistics across continents, we ensure the seamless execution of major events.
Beyond logistics, our efforts also uplift underserved communities. Programmes such as the DP World Tour Second Life Container provide golf equipment to youth, while our Beyond Boundaries Initiative will donate 50 repurposed containers to cricket groups by 2027. By integrating innovation, purpose, and community impact, our partnerships exemplify our commitment to driving value and positive change globally.
Why is the IPL such a valuable addition to your sports partnership portfolio?
India is a key market for DP World, and cricket is deeply embedded in its culture. Our partnerships with the Delhi Capitals — both men’s and women’s teams —resonate strongly.
DP World’s operations in India are extensive, covering ports, rail, trucking, warehousing, and more. These partnerships allow us to connect with a broad range of stakeholders in meaningful ways.
Our collaboration with Delhi Capitals goes beyond branding. Through Beyond Boundaries, we’ve launched five projects across India, repurposing shipping containers into cricket pavilions and medical centers. We've also donated over 1,000 pieces of cricket equipment to young players, helping to grow the sport and create lasting value in communities. This initiative is driving meaningful change and creating lasting impact in the communities it touches.
How do you engage employees through your IPL partnership initiatives?
At DP World, we ensure our people feel connected to our partnerships, including with the Delhi Capitals. Regular updates about our involvement foster pride in DP World’s role in supporting cricket.
We offer ticket opportunities, merchandise competitions, and incentives, letting colleagues enjoy matches firsthand. Watch parties build camaraderie, while key announcements engage employees, fostering a stronger connection to our initiatives and partnerships.
As part of the buildup to major tournaments like the IPL, we also encourage engagement through interactive quizzes, office visits from talent associated with the partnership and we also host cricket master classes and training sessions for our people to attend along with their families.
What future IPL trends or developments could impact sports partnerships, and what changes would you like to see?
The IPL’s global audience continues to expand, with innovative broadcasts and enhanced digital engagement. This growing reach offers unparalleled exposure for key partners like DP World, aligning perfectly with our international presence and allowing us to connect with fans worldwide.
Sustainability is also gaining prominence. As leagues and partners prioritise environmental responsibility, we see opportunities to collaborate on reducing the tournament’s ecological footprint. This aligns with DP World’s commitment to sustainable logistics.
Finally, the growth of the Women’s Premier League (WPL) presents exciting opportunities for greater inclusivity and representation. Supporting both the men’s and women’s teams strengthens our partnerships and reflects our values. The IPL’s dynamic nature ensures it remains a valuable platform. By adapting to these developments, we look forward to maximising the impact of our partnership.
