Marketing Lessons that Businesses Can Learn from IPL

For Indians all across the globe, summer vacations have become synonymous with the Indian Premier League. But it is no longer just cricket but a blend of speed matches, celebrity sightings, and some smart business tactics. That is why people around the world are now tuning in to watch the IPL. 

So, what is the secret behind the popularity of the Indian Premier League? 

The answer lies in their superior marketing strategies. IPL has cracked the marketing code and is turning cricket into an obsession. So, let’s take a look at how the IPL began and some marketing lessons that businesses can follow. 

The Indian Premier League - Humble Beginnings

The Indian Premier League - Humble Beginnings

The Indian Premier League, or IPL, is a men’s Twenty20 cricket league that was founded in 2007 by the Board of Cricket Control in India (BCCI). It is one of the most popular and richest cricket leagues in the world. 

In 2007, after India’s victory at the 2007 T20 World Cup, the BCCI declared the launch of a new franchise, IPL. The inaugural season was to start in April 2008 and the then BCCI VP Lalit Modi provided details of the event that included the format, prize money, and more. 

To determine team ownership, an auction was held in January 2008, and the reserve price for the eight franchises (Chennai Super Kings, Mumbai Indians, Kings XI Punjab, Delhi Daredevils, Kolkata Knight Riders, Rajasthan Royals, Deccan Chargers, and Royal Challengers Bangalore) that totaled $400 million. But realistically, they raised over $723.59 million. 

In 2010, the IPL was one of the first sporting events to be broadcast live on YouTube. In 2022, the league was valued at INR 90,038 crore. In 2023, the IPL final became the most live-streamed event on the interne,t with over 32 million views. 

Now that we know a little bit about the Indian Premier League, it is time to understand the multiple layers of IPL. 

Being the MVP of the Industry

The IPL is one of the best examples of how a brand can resonate with the audience. Here are some ways IPL has built their brand: 

a) Creating a unique identity: 

One of the best ways IPL has branded itself is by creating a unique identity. Not only is IPL a global phenomenon, but they have also ensured that all the teams in the event are memorable as well. Each team has its distinctive name, colour, and logo. 

For example, Kolkata Knight Riders (KKR) has purple and gold jerseys, whereas Chennai Super Kings have bright yellow ones. This visual branding helps fans identify with their teams. 

b) Star Endorsements: 

The Indian Premier League has the star power of both Bollywood celebrities and cricketers combined. By associating with stars like Shah Rukh Khan (co-owner of KKR) and Shilpa Shetty (co-owner of Rajasthan Royals), the brand has a massive following to increase its appeal. 

Star cricketers such as MS Dhoni, Virat Kohli, and AB de Villiers not only brought their A-game but also their personal following to the game. 

c) Consistent Storytelling: 

Every year, the IPL maintains its consistent storytelling and emphasizes the competitive spirit, excitement, and glamour of the league. This narrative has helped them build a cohesive brand image. Some of the most iconic marketing campaigns of the brand have been: 

I. Creating an Experience: 

The IPL is not just about cricket matches but the experience. From the electrifying atmosphere to the engaging content, IPL makes sure that fans are always entertained. For the in-stadium experience, IPL has live music and cheerleaders to create a carnival-like atmosphere to keep the fans engaged. 

The IPL official app and social media channels have exclusive content, interactive features, and behind-the-scenes footage to improve the overall experience for those people sitting and watching the match at home. 

II. Building a strong community: 

One of IPL’s most crucial marketing tactics is building a strong community. With a sense of belonging, fans remain loyal throughout the tournament. All the teams have official fan clubs that have exclusive perks, such as a meet-and-greet with players and early bird tickets. 

Many teams also have multiple CSR activities such as the Royal Challengers Bangalore, the ‘Go Green’ initiative, or the Rajasthan Royals all-pink jersey to support the empowerment of women from rural India. 

Marketing Business Lessons: 

1. To develop a strong logo and have a consistent colour scheme 
2. Collaborate with celebrities and influencers to attract a wider audience 
3. Develop a strong brand narrative and keep storytelling consistent 
4. Focus on creating a holistic experience with digital content 
5. Cultivate a loyal customer base by offering exclusive deals 
6. Engage in corporate social responsibility to build ties with the audience 

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Focus on fans more than sales

IPL places their fans at the heart of their marketing strategies. The success of the tournament is not just the cricket pitch but also building an overall experience for the audience. 

a) Keep the content engaging: 

IPL keeps its fans hooked with engaging content that is not just in the matches. Months before the actual tournament starts, the brand builds intrigue through player auctions, teasers, and team announcements. Fans also get behind-the-scenes content such as locker-room interviews, training sessions, and more to make them feel like a part of the team. 

b) Interactive engagement: 

The IPL has multiple social media platforms to engage directly with their fans and make them feel like a part of the team. Fans can engage with teams and players on social media platforms and post Q&As, tweet players, and more. 

The brand also runs challenges and contests such as #FanOfTheMatch to engage with fans to win exciting prizes. 

I. Fun merchandise: 

IPL has multiple interactive zones with photo booths, games, and official merchandise stores that improve their overall match experience. 

II. Loyalty program: 

The brand has multiple programs and benefits to foster a sense of loyalty. Fans can be a part of the fan club and get access to tickets and seasonal passes. 

Marketing Lessons for Businesses:

1. Create engaging content to keep your audience connected with your brand. 
2. Share development updates and behind-the-scenes stories to ensure that the audience connects emotionally with the audience. 
3. Leverage social media and run contests to foster stronger connections. 
4. Implement a loyalty program to offer exclusive benefits.

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Balancing both Local and Global Fans

The IPL is no longer a regional event but an international phenomenon. Here’s a look at how IPL achieved this balance: 

a) Building a local appeal: 

The IPL tournament strategically focuses on creating regional identities for its teams so that it connects better with its audience. Each team is from a specific state or city that encourages local pride. Teams such as Mumbai Indians, Kolkata Knight Riders, and more are extensions of their cities. 

Local players such as MS Dhoni for Chennai and Virat Kohli for Bangalore help reinforce their connection. The brand also broadcasts its matches in multiple languages, such as Bengali, Hindi, Tamil, Telugu, and Kannada. This means that fans can enjoy the match in their native language.  

b) Global reach: 

The IPL is now gathering a global audience, and it is becoming one of the most-watched cricket leagues in the world. International players such as Chris Gayle, David Warner, and AB de Villiers have their own international fan bases that follow IPL. The brand broadcasts to over 120+ countries with partnerships with broadcasters such as Hotstar, Sky Sports, and Willow TV. 

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Marketing Lessons for Businesses: 

1. Focus on creating a local connection first by understanding your regional market. 
2. Promote local heroes and use regional languages to connect better with your audience 
3. If you want to connect to a global audience, then include some international elements 
4. Connect with global audiences via international broadcasting stations 
5. Remember to create a balanced strategy that celebrates local cultures while engaging with a global audience.   

Conclusion

The IPL tournament is not just a cricket event - it is a genius example of modern marketing practices. Essentially, IPL represents how a product can be turned into a successful business model. So, to succeed, a brand needs to focus on some major aspects: strong branding and marketing, connecting with its audience, using digital marketing channels, and reaching out to a wider audience. By following these, businesses can create a long-term presence in their markets. 

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FAQs

What is the primary marketing strength of the IPL?

Primary marketing strategy of IPL is its ability to create a massive, highly engaged audience through a blend of sports and entertainment.

How does the IPL utilize influencer marketing?

By partnering with cricket stars and Bollywood celebrities to amplify brand messaging and reach wider audiences. 

What can businesses learn about sponsorship from the IPL?

The importance of strategic partnerships that align with brand values and reach target demographics.