Evolution of IPL From Just a Cricketing Event to an Interactive and Entertainment Bash

🔍Insights

Nitin Konde, Apoorva Bajj

Mar 20, 2024 — 4 min read

Evolution of IPL From Just a Cricketing Event to an Interactive and Entertainment Bash

With the 17th season of the world's premier cricket league, "The Indian Premiere League," set to begin on March 22, 2024, cricket fever is in full swing in India. All around the world, cricket fans gather around their screens for almost 60 days to watch matches during this massive event, which is regarded throughout the country as cricket's biggest festival. India has the world's largest population and is home to countless cricket fans, so it's no surprise that the country ranks first in IPL viewing. The figure indicates that 426 million people watched the IPL on television and via over-the-top services last year. Star Sports, the official television broadcaster of the 2023 Indian Premier League, reported an incredible 6230 crore minutes of viewing time over the first ten matches. With a total of 30.7 crore viewers over the first 10 matches, the broadcaster attracted 23% more people than the previous IPL season. According to JioCinema, the service had 5.5 billion unique video views in its first week of existence. The previous record-breaking number of concurrent viewers was achieved on April 12, 2023, during the match between the Chennai Super Kings and the Rajasthan Royals, with an impressive 22 million.

Brands have been able to establish a unique identity and gain unparalleled exposure through the Indian Premier League (IPL) for many years. Online and over-the-top (OTT) advertising during the Indian Premier League has become an absolute must for most consumer firms. IPL gives companies the power to influence how consumers think and feel. A lot of companies, especially those in the consumer goods sector, see a spike in sales around this time of year. During the IPL season, brands reached their sales peak and accomplished 30% to 40% of their yearly sales objective. By identifying with such a widely-viewed platform, brands can influence how consumers see them and give dealers more confidence when pitching their wares.

With a massive and devoted fan base, the Indian Premier League is among the world's most prestigious sports leagues. In order to connect with these fans, IPL teams have developed creative marketing campaigns.

Television Rating of IPL From 2018 to 2023

The Transition to Real-Time Interactions
Customisation: Building Stronger Bonds with Fans
Assuming the Perspective of the Viewer

The Transition to Real-Time Interactions

A new age has begun for sports marketing in the digital age, and an omni-channel strategy is now crucial. In contrast to conventional broadcasting, today's fan engagement strategies necessitate a unified integration of in-stadium, off-site, and digital elements. This implies that the IPL and WPL need to make sure that fans can interact with their favourite teams and players in a variety of ways, from in-stadium experiences to online forums and social media. In order to increase fan engagement and loyalty, leagues should make sure that all mediums provide a consistent and engaging experience.

Customisation: Building Stronger Bonds with Fans

Personalised content is the lifeblood of successful fan connection. Fans nowadays are looking for more personalised experiences, ones that take into account and honour their unique emotions and preferences. Leagues such as the IPL and WPL are able to provide fans with better experiences through data analytics and targeted communication, allowing them to access customised material and engage in more meaningful conversations. Personalised engagement, whether it's providing unique access to behind-the-scenes footage or adapting match-day experiences to fan preferences, fosters a stronger emotional bond between fans and their beloved teams, increasing support and devotion.

Assuming the Perspective of the Viewer

Online and offline viewership of the IPL has skyrocketed after the COVID-19 relaxation. In order to reach the widest possible audience, brands are capitalising on this fact by developing tactics that cater to consumers' mentalities. The IPL's massive viewership provides a great opportunity for the business to work with influential people, run effective campaigns (live or online), test the waters with rivals, and reach a wider audience. The majority of viewers are glued to their phones during the IPL, so marketers may take advantage of that to their advantage by marketing themselves in an unsettling way while also generating a lot of buzz on social media.

Brands can make sure that fans can connect with their favourite teams and sports no matter where they are—at the stadium, offline, or online—and that this fosters a feeling of community. Sports leagues such as the IPL and WPL have a lot of room to grow their fan bases and reinvent fan interaction with the help of omnichannel engagement in sports marketing. Leagues can achieve more profound resonance with their fans by embracing personalisation, engaging experiences, and a smooth integration of offline and online activities. To ensure that the love for the game goes beyond the pitch and leaves a legacy of fan devotion as we continue to progress in this digital age, it will be crucial to focus on novel engagement tactics and meaningful relationships.