The Indian Premier League (IPL) is the biggest cricket league in the world, and it draws diverse audiences from every caste, creed, and religion. It is a mini festival, not just a cricketing event. It is also a big platform for brands to connect with audiences on a massive scale.
With its huge viewership, diverse fan base, and extensive media limelight, it presents an excellent opportunity for brands to:
- Amplify their reach
- Create a distinct image and
- Engage with consumers in meaningful ways
In 2023, the IPL’s initial ten matches on Star Sports accumulated a staggering 6230 crore (62.3 billion) minutes of viewing time, marking a 23% increase from the prior season and reaching 30.7 crore (307 million) viewers. JioCinema’s debut week achieved 5.5 billion unique video views, while the Chennai Super Kings vs. Rajasthan Royals match on April 12, 2023, set a new record with 22 million concurrent viewers.
Brands utilise popular platforms to shape consumer perception.
IPL empowers brands to shape consumer perception and boost dealer confidence in endorsing their offerings while also providing abundant opportunities for crafting:
- Effective marketing strategies, and
- Engaging with the audience
Additionally, the IPL’s extended format spanning several weeks ensures prolonged brand exposure, facilitating the establishment of a lasting presence in consumers’ minds.
Engaging with Audiences
Opportunity to engage with diverse demographics, regionally and globally, through strategic campaigns and optimal platform utilisation.
Leveraging major streaming platforms helps brands:
- Attract younger audiences and
- Enhance brand visibility and engagement
Optimising Commercial Breaks
Commercial breaks allow brands to promote themselves effectively – with viewers waiting for the next ball or the over.
Brands can reach the audience with:
- Compelling marketing strategies or storytelling to leave a lasting impression.
Partnerships within the IPL (Indian Premier League)
It is an excellent leverage for brands, offering a platform to access a broad and varied audience across multiple channels, including television, digital platforms, and in-stadium promotions
Marketing Strategy and Interaction
Advertisers prioritise promoting and engaging their advertising efforts by organising:
- Contests
- Offering exclusive experiences or
- Creating relevant content (tapping into the emotional connection Indians share while watching matches with loved ones) to connect with the IPL’s passionate fan base
By targeting these moments, brands showcase their ads effectively. Additionally, using humor through social media posts, engaging reels, and timely IPL-related memes enhances brand values and drives maximum consumer engagement.
Lastly, the IPL’s global appeal and widespread media coverage offer brands a platform to expand their reach – beyond national borders.
Associating with the IPL allows brands to expand into:
- International markets,
- Target new consumer segments and
- Establish themselves as global industry leaders
The Indian Premier League is a robust platform for brands to connect with vast audiences, enhance brand recognition and loyalty, and fuel business growth through strategic marketing and creative campaigns.
Senior Marketing Executive
Sales & Marketing
General Manager PR -Internal Communications & Government Affairs
Vital Strategies
Customer Intelligence Director