Promotion strategy of the IPL

Key takeaways:

IPL, the most successful franchise league in cricket, uses marketing tools to make the league successful.

They use traditional as well as modern approaches to promote the game. Marketing is an element of sports promotion that involves a wide variety of sectors of the sports industry, including broadcasting, advertising, social media, digital platforms, ticket sales, and community relations. Sports tournaments like the Indian Premier League are one of the most precise marketing tools for big corporations to expand their network and increase their customer base. as it seeks a lot of audience attention and can make your product recognized in every household.

The IPL has completed its 14 seasons, and it is one of the most popular leagues in the world. It was inaugurated in 2008 when eight teams were competing for the title. Later, two new teams were added to the competition. This is one of the most attended sports events globally, and it garners media attention, advertisements, endorsements, and TRP ratings. Cinema and cricket rule the Indian entertainment industry, and the IPL Marketing think tank has formulated a set of marketing tools to transform the IPL into one of the most popular and money-spinning sports events in the world.

Sponsors of the IPL

Sponsorship is an important part of IPL’s marketing strategy, as it helps generate revenue and increase brand awareness.

In 2022, TATA became the official sponsor of the IPL. Tata Group reportedly paid around 600 crores for the title sponsorship, Disney Plus Hotstar was their digital streaming partner, and the brands that sponsored or were associated with the IPL were Dream11, Unacademy, CRED, Unstocks, Paytm, CEAT, Aramco, Myntra, Cadbury Dairy, Rupay, and Boat, and the list seems to be only growing with every passing year. Dream 11 shows that after associating with the IPL as a fantasy gaming partner in 2018, Dream 11 has 50 lakh users. After they collaborated with IPL, the user base increased at an unimaginable pace, and in just 5 years, the number of users increased from 50 lakhs to 12 crores, and they became the title sponsor of IPL in the year 2020. For the next 5 years, Viacom18 secured the Digital Rights of IPL for the whopping amount of 23,758 crores and the star kept their domestic television rights for 23,575 crores. To know many more interesting facts head on to our Instagram page:

The IPL is now at its pinnacle and is considered one of the biggest cricket events in the world. But how did they reach that height and set the tallest benchmark for other leagues? How exactly does their marketing strategy work?

The IPL has a thorough and well-organized research process that covers all aspects of the league. from the auction of players to the inauguration of the tournament and to the actual matches. This research helps the IPL make informed decisions about various aspects of the league, such as player acquisitions, tournament scheduling, and match venues. conducts market research to understand the preferences of fans and identify trends in the cricket world.

Strategy makers take all things into consideration before making decisions. The IPL, for example, takes place in April and May, when there isn’t much cricket being played around the world. And in India, an educational year and business year end so students and their parents can freely enjoy their favourite sport. The timing of the games is designed in such a way that most of the viewers are not occupied during that time. The IPL has a robust research process that helps the league stay at the forefront.

The IPL has followed an array of branding strategies and uses marketing tools to promote franchise cricket and reach a wider audience. It is possibly the biggest league in the world. So, preparation takes a lot of time. It is a lengthy process, from the auctions, selecting the grounds, broadcasting partners, advertising channels, pre-match and post-match presentations, and much more. The main aim is to make as much revenue as possible through ticket sales, sponsorships, and other sources. To run a league like this, a significant investment and time commitment are required.


Marketing Strategy of the IPL

They use traditional techniques as well as new techniques to promote the league. IPL declared the schedule of the match along with its venue so that people could plan their visit to the match, and that could create excitement and curiosity among the fans. They use marketing tools like billboards, hoardings, and newspapers so that people can see them every day and turn up to stadiums in large numbers.

  • Influencer marketing refers to the practice of collaborating with social media influencers to promote a product, service, or brand. The Indian Premier League (IPL) has successfully used influencer marketing to promote the league and increase brand awareness. Here are a few ways in which the IPL has used influencer marketing:

Collaborating with popular cricket players: The IPL has collaborated with popular cricket players such as M.S. Dhoni, Virat Kohli, and Rohit Sharma to create content and promote the league on their social media channels.

Partnering with celebrities: The IPL has also partnered with celebrities from other fields, such as Bollywood and music, to promote the league. These celebrities often have a large following on social media, which helps increase the reach of IPL’s marketing efforts.

Working with social media influencers: The IPL has worked with social media influencers who have a large following in the cricket community. These influencers create content about the IPL and promote it to their followers.

Overall, the IPL has effectively used influencer marketing to reach and engage with its target audience, increase brand awareness, and create buzz around the league.

  • Content marketing:

Content marketing refers to the creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience with the goal of driving profitable customer action. The Indian Premier League (IPL) has effectively used content marketing to promote the league and engage with its fans. Here are a few ways in which the IPL has used content marketing:

Blog: The IPL has a blog on its website where it shares news, updates, and behind-the-scenes content related to the league.

Social media: IPL uses social media platforms such as Twitter, Facebook, and Instagram to share news, updates, and other relevant content with its followers.

Videos: IPL has created a number of videos that showcase the highlights of matches, player interviews, and other behind-the-scenes content. These videos are shared on social media and on the IPL website.

Photos: IPL regularly shares photos on its social media channels and website that provide a visual representation of the league and its players.

Podcasts:  IPL has a podcast that features interviews with players, coaches, and other relevant people in the cricket world. It is to get more insights about the dynamics and culture of the team

  • Advertisements:

Everyone adores the IPL’s catchy and iconic music theme, which gives fans a sense of nostalgia. Although the IPL has devoted supporters who love the sport and will spread the word favorably, fans and players are not the only things that generate noise. Advertising strategies play a vital role in making things successful. We have seen signs of the IPL almost everywhere, right from the huge billboards to the players’ T-shirts and behind public buses. IPL plays beautifully with advertisements; they always launch their ad campaigns two months before the competition, and each year they come up with a brand-new tagline that generates excitement and creates buzz everywhere.

In the year 2015, they came up with “IPL—India Ka Tyohar,” using which they promoted the tournament as the festival of India and created very catchy jingles and made funny, emotional, and witty advertisements around that campaign, which ran successfully.

In 2017, the IPL celebrated the successful completion of ten years, and that year’s tagline was “10 saal aapke naam.” They thanked their viewers for sticking with them for ten years, and the campaign gained their audience’s trust. Once again, the campaign was a great success.

They created a very appealing campaign in 2019 called “Game Banayega Name” that was aligned with its motto, “IPL—where talent meets opportunity.” It delivered fruitfully, had a great effect on viewers, and significantly increased the IPL craze.

In the year 2020, they created the tagline “ek Saath wali baat,” which portrays IPL as a medium through which friends, families, and even enemies can become closer. It was a fortunate move by the marketing brains of the league and garnered prolific attention from viewers.

They launched a new campaign in 2021 called “Yeh, ab normal hai!” and created a very amusing advertisement with M.S. Dhoni that fit the tagline. Every image of Dhoni went viral, crashing the Internet, and this and this campaign became meme sensations.

·        Digital Marketing:

IPL grew with time, and as the game evolved, they made changes accordingly. Earlier, they focused more on promoting leagues via billboards and newspapers, but when people changed their approach and turned toward digitization, the IPL also took the same approach and changed their promotion techniques. They started creating hashtags that generated buzz on social media. They started promoting social media influencers on their platform. To increase engagement, they started some segments in which the audience had time to interact with cricket experts, and the experts tried to answer their questions. During IPL 2021, crowds were not allowed, so they started OTT and virtual platforms for fans where they could cheer for their favourite team and show their support.

The official IPL website is a comprehensive resource for all things related to the league, including fixtures, results, player profiles, and merchandise.

The IPL has a mobile app that provides real-time updates on matches, scores, and other relevant information. The app also has features such as live streaming and personalized alerts.

IPL has made it easy for fans to purchase tickets online through its website and mobile app, which has helped increase ticket sales and reach a wider audience.

IPL also updates the news, and promotional offers to its subscribers via email or message.

  • Creating Experiences: IPL teams and organizers can create a host of fan experiences such as meet and greets with players, VIP seating, behind-the-scenes access, and other activities to engage with fans and build a loyal fan base.

These are a few strategies that the IPL has been using to promote the league, and they have been very effective and have yielded incredible results in return.

  • Possible future of the league:

IPL will be around for a long time. Given that the IPL is the only league in which active Indian players compete and that India is one of cricket’s most dominant nations, Indian players have a significant impact on the game. The league’s brand value is growing every year, which means it makes more money and gives sponsors and broadcasters good returns. These sponsors and broadcasters are willing to pay a significant sum of money to remain associated with the league. Players are encouraged to play the games because they receive a good amount of money as well. Franchise popularity is also growing, and they strongly encourage followers to express their love on social media. The league benefits everyone in the system, so there is no significant threat to the IPL, and its future is therefore very secure. Also, 5G technology has already entered India. With technological advancements, it will improve streaming quality, make the umpire’s job simpler, and make the game fair because there will be less room for error. It is also possible that the league may continue to evolve and adapt to changing trends in sports, such as the increasing focus on player and team performance data, and the use of analytics to improve team performance. Also, we are able to predict the weather in advance, and using that information, we can plan the game’s schedule to ensure that rain or any other factor won’t affect the results of the game. With an improved network, the viewer base will also increase, and the game will gain more fame. Overall, the IPL has established itself as a major player in the world of cricket, and it is likely to continue to be a major force in the sports entertainment industry. IPL will reach heights in the future that were unthinkable ten years ago.

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Divy Thakkar

Content writer

Pratyush Mishra

Graphic Designer

Ansh Khemani


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