How Brand Marketing can be maximized during domestic sports season

Authored by Suchana Sarkar, Chief Brand Officer, Makani Creatives

India's fervor for sports is at its all-time peak, with domestic sporting events reporting staggering stats on viewership. From the globally acclaimed Indian Premier League (IPL) and the newly launched Women’s Premier League (WPL) in Cricket, to Indian Super League (ISL) in football, Hockey Pro League and the more indigenous Pro Kabaddi League (PKL)- they all present a goldmine for brand marketing. The past years have seen a transformative shift in how these domestic leagues are consumed, with digital platforms and traditional television broadcasting reaching unprecedented viewership levels. This evolution offers a broad spectrum of opportunities for brands to weave their narratives into the fabric of India's sports culture, engaging a diverse and dynamic audience.

The IPL 2023 set a new viewership benchmark, with over half a billion viewers tuning in on television alone, signaling the league's massive appeal. Similar traction is seen across other leagues like PKL and ISL, each carving out its fervent fan base. Such diversity in sports popularity broadens the potential audience for brands.

The rise of OTT and Connected TV (CTV) platforms like Disney+ Hotstar and JioCinema, offering free streaming of matches, has expanded the audience reach, bringing sports to digital screens across India. For instance, JioCinema’s free streaming of IPL matches in 2023 significantly boosted its viewer base, benefiting associated brands like Tata Motors, which leveraged this platform for targeted ads, enhancing brand visibility and engagement.

An emerging trend is the broadening gender inclusivity among viewers, indicating the importance for brands to create campaigns that resonate with all demographics. Brands like Dream11 have successfully capitalized on this by featuring both male and female athletes in their campaigns, reflecting a unified passion for sports across genders.

Now how have brands actually capitalized on this engaged viewership? Here are a few examples from recent times that stand out to me as a great example of being context forward in brand marketing:

Inclusive and Localized Campaigns: MPL (Mobile Premier League) utilized regional language advertising during PKL broadcasts, catering to the diverse linguistic landscape of India, thereby enhancing relatability and engagement with the regional audience.

Beyond Traditional Advertisements: OnePlus orchestrated an engaging campaign around the ISL, featuring behind-the-scenes content with players using their smartphones, showcasing the brand’s integration into the athletes' lives and by extension, into the lives of the fans.

Digital Engagement: By creating interactive digital campaigns during the IPL, brands like Swiggy and Zomato have engaged viewers with real-time content and offers synced with match events, driving both brand visibility and immediate consumer action.

Data-Driven Targeting: CRED’s innovative use of IPL viewership data allowed for targeted campaigns offering rewards on credit card bill payments during matches. This strategy not only capitalized on high viewership moments but also appealed to the financial sensibilities of a diverse audience base.

These examples underscore the potential of India’s domestic sports seasons as powerful marketing platforms. The success lies in understanding the evolving digital landscape, embracing inclusivity, and crafting campaigns that resonate with the audience's passions and values. By integrating these strategies, brands can not only maximize visibility but also build lasting connections with the audience, turning sports seasons into a celebratory podium for brand storytelling.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.