IDFC First Bank has made a significant impact in the Indian sports scene through its association with various events and initiatives. The bank is currently sponsoring the T20 series between India and New Zealand, with a unique trophy made from recycled materials, including used cricket bats and leather from cricket balls. This partnership, which began in August 2023, has helped showcase the resilience of Indian cricket during the post-Covid era, when there were concerns about the sport’s ability to attract brands.
IDFC First Bank’s commitment to Indian cricket extends beyond the T20 series, as it also supports international and domestic cricket across both white-ball and red-ball formats. The bank’s approach is focused on making a meaningful difference to the sport and the wider ecosystem, rather than seeking short-term gains. This is evident in its investments in participatory sports, such as distance running, including major marathons in cities like Mumbai, Delhi, Kolkata, and Bengaluru. These events promote positive impact and healthy lifestyles, aligning with the bank’s philosophy of building a world-class bank in India founded on ethics, digital innovation, and social good.
The bank’s commitment to social good is also evident in its support for a group of women footballers from the North East, demonstrating that its investment in sport goes beyond the glitz and glamour of high-profile events. IDFC First Bank’s senior management, including Managing Director and CEO V Vaidyanathan and Chief Marketing Officer Shreepad Shende, have shown a genuine commitment to sport and a determination to create impact.
This case study highlights the use of sport as soft power, demonstrating how ethical brands like IDFC First Bank can leverage sport to reach the masses while contributing positively to society. As India prepares to host the 2030 Commonwealth Games and bids for the 2036 Olympics, the country can learn from IDFC First Bank’s approach to sports sponsorship. The bank’s investment in participatory sports, such as distance running, has helped promote healthy lifestyles and positive impact, and its commitment to social good has made a tangible difference in the lives of athletes and communities. With its focus on ethics, digital innovation, and social good, IDFC First Bank is an exemplary model for brands looking to make a positive impact through sports sponsorship.