Discover:

The viewership on Jio Cinema on day 1 of the IPL 2024
Who are the 15 sponsors so far of the IPL 2024 tournament?
How is IPL becoming a golden ticket for brands?

Cricket fever has swept the nation again. Another electrifying season of IPL 2024 is here for boundary-smashing action, heart-stopping finishes, and unforgettable moments on the field. It features 10 teams competing with each other.

72 players are sold, including 30 overseas players and an INR 230.45 crore was spent on the auction.

The Sponsors and Partners

The BCCI awarded the title sponsorship rights for the Indian Premier League to TATA Group for five years. Moreover, it has renewed its association for a value of INR 2500 crore. It is the highest-ever sponsorship amount in the league’s history.

Tata IPL’s associate partners include My11Circle, Angel One and RuPay. The Official Broadcaster is Star Sports, operated by Disney Star. Moreover, the Official Digital Streaming Partner is Jio Cinema, operated by Viacom18. The Official Strategic Timeout Partner for IPL 2024 is CEAT and the Umpire Partner is Paytm.

JioCinema, the digital streaming platform has partnered with 18 sponsors and 250 advertisers

Whereas, Disney Star the official broadcaster for IPL 2024, has teamed up with more than 10 brands for sponsorship ahead of the new season.

But the bigger question is how exactly does IPL help these advertisers, let’s look into that.

What Viewership did IPL 2024 Attract this Year?

While IPL always smashes the viewership records every years, this IPL has recorded the highest-ever cumulative reach for the live broadcast.

Star Sports Network

IPL 2024 viewers have spent 12,380 crore minutes watching at least 18 matches of IPL 2024. It has reached a remarkable milestone by breaking all the previous records by drawing over 40 crore viewers for its live broadcast. Furthermore, the matches aired on the Star Sports network saw a substantial increase in the viewing figures.

Disney Star, the television broadcaster for IPL 2024 says that 510 million people have watched the tournament’s 51 matches. Disney Star says the cumulative watch time for the IPL 2024 was 18 per cent up from the 2023 edition. It is according to the numbers shared by the Broadcast Audience Research Council (BARC).

Disney Star is airing the Tata IPL 2024 across 14 channels in 10 languages. The marketing campaign for this edition of the IPL, titled “Gajab IPL ke Ajab Rang”. It revolves around the idea that a fan’s allegiance shines through during their team’s journey in the tournament. Furthermore, each IPL moment resonates uniquely with diverse viewers.

Star Sports has collaborated with Tata Play and Airtel Digital TV this year. It is done to provide IPL 2024 matches in 4K resolution and introduce value-added services.

Additionally, the TV ratings for the IPL have grown by 17 per cent over the past year. It indicates a solid and growing fan base for the cricket league on television. Furthermore, Indian Sign Language feeds were incorporated into the broadcasts. It contributed to wider reach and positive response.

Jio Cinema

Jio Cinema is the official online streaming platform for the IPL. It saw more than 11.3 crore viewers tuning in on the first day of the previous tournament alone. However, this year, it registered over 59 crore viewers and 660 crore minutes on the opening day.

Brands advertising in IPL 2024?

According to the reports by GroupM ESP, the sports division of GroupM India, sports sponsorship in India crossed Rs 15,766 crore in 2023. It is an increase of 10.95 per cent from Rs 14,209 crore in the previous year. The expenditure includes ground fees, team and franchise fees, athlete endorsements, and media spending.

Tata IPL’s official broadcaster has roped in 15 sponsors for the tournament so far. Below is a list of those sponsors and 15 associate sponsors:

FMCG brands like Britannia, Parle Products, Mars chocolates, Tata consumer products, and Havmor Ice creams have advertised their products on the platform. Additionally, automobile brands like Maruti, Apollo Tyres, Ashok Leyland and JK Tyres are on board.

This upward trajectory in advertising is because of the aggressive innovation brought by Tata IPL. It is coupled with efforts to remove barriers related to digital advertising and democratising advertising for its growth.

In this tournament, there is a competition between the ten teams. Hence, there is equal competition among brands to capture the maximum eyeballs. Brands like Dream11, Tata Group, Jio, My11 Circle, Pepsi and CEAT are on high brand recall, while fintech firms stove for attention.

Moreover, brands such as Dream11 have a 38 per cent recall (a metric used to assess how well an audience remembers an advertisement), followed closely by Tata at 32 per cent and Jio at 27 per cent.

Now, the bigger question is,

Do these brands benefit from advertising in these big tournaments?

How IPL Benefits Advertisers?

Below is a list of how brand promotion during the Indian Premier League offers several benefits for companies aiming to grow their sales:

Reaching Millions in No Time

IPL has millions of viewers offline and online. By promoting their products and services during the matches, businesses reach a vast audience– both cricket enthusiasts and casual viewers, thereby increasing brand visibility and recognition.

Zero In On Viewers Through Targeted Marketing

Based on the audience profile of the cricket fans, those companies who do targeted advertising, and sponsorship deals, effectively tailor their marketing efforts to reach their desired customer segments swiftly and effectively.

Increased Brand Recall

Brands advertise their products on repeat through advertisements that come in between overs. Associating with IPL through sponsorships, advertisements, or promotions helps companies enhance their brand recall among viewers. Moreover, repeated exposure during the tournament can help reinforce brand awareness. Thereby, it allows consumers to remember and choose their products and services.

Opportunities for Engagement

Have you seen several contests that happen during the IPL? IPL 2024 Predict and Win is an example of that. Moreover, IPL offers opportunities for companies to engage with consumers through contests, giveaways, interactive advertisements, and social media campaigns. When viewers are involved in promotional activities, companies can foster deeper connections with their target audience and drive sales and brand loyalty.

Purchase Power-Up!

Have you ever purchased sports apparel because your favourite player advertised it? In most cases, the answer is yes. Similarly, during IPL, brands influence consumer purchasing decisions in sports apparel, beverages, snacks, and electronics categories. Moreover, companies can capitalise on consumer sentiment by leveraging emotional appeal and excitement surrounding the tournament.

Bottom Line

The IPL is a tournament that entertains people and helps businesses grow. Companies that sponsor teams and advertise their products benefit greatly. They attract new customers and keep existing ones by capitalising upon the tournament’s massive reach.

Frequently Asked Questions

Who are the top five advertisers in IPL 2024?

Dream 11, Parle Products, My11Circle, Vimal Elaichi, and Kamla Pasand are the top five advertisers in the first 23 matches of IPL 2024.

What is the viewership of IPL 2024 In India?

According to Disney Star, The Indian Premier League (IPL) 2024 registered a record viewership of 510 million viewers for the first 51 matches.

On which platform IPL 2024 is available?

You can watch IPL 2024 live on Star Sports channels.

Who has the right to broadcast IPL 2024?

The Star Network has acquired the rights to broadcast the Indian Premier League 2024 matches on television.

Who are the sponsors of KKR 2024?

As of 2024, their main shirt sponsors are Dream11 and BKT Tyres. They have co-sponsorship deals with Jio, Lux Cozi, Acko General Insurance, JSW Paints and Manipal Hospitals. Moreover, they have also partnered with ThumsUp, Bira 91, Philips, Big Ant Studios, FanCode and Fever FM, and U.S. Polo Assn.