Unleashing the cricket power play: Branding strategies for T-20 series

In the fast-paced realm of T20 International cricket, where every ball can turn the tide of a match, it’s not just a battle between bat and ball; there’s also a fierce competition off the field. Beyond the exhilarating moments on the pitch, T20I series present a unique and dynamic playground for brands seeking to make their mark in the world of sports marketing.

As the cricketing world witnesses the clash of titans in the T20 format, the branding opportunities are as boundless as a batsman’s ambition for a towering six. From jersey sponsorships that capture the attention of millions to strategically placed logos that become an integral part of unforgettable moments, the T20I series unfolds a canvas where brands can paint their narratives with the strokes of excitement and camaraderie.

The T20 format certainly is the future for cricket across the world, opines Shubhangi Gupta, Co-founder, SportVot. “While the longer formats of the game have a great following even today, for brands to target more people across age groups, the T20 is definitely the perfect sports format to put efforts into. The fast pace nature of the game ensures that the audiences are hooked on to the action throughout the course of 4 hours and thus brands get immense visibility as compared to any other format of the sport,” she says.

T20 International (T20I) series generally attract a large viewership due to the shorter format, making them a prime opportunity for brands to gain exposure to a broad audience, says Sapna Sharma, Co-founder & COO, Efficacy Worldwide. According to her, the dynamic nature of T20 cricket, with its shorter match duration and emphasis on aggressive play, provides brands with opportunities to align themselves with excitement and entertainment.

“T20I series often feature star players who are popular across the globe, offering brands the chance to leverage player endorsements for added visibility. Brands can explore innovative ways to integrate their products or services into the T20I experience, such as naming rights for tournaments, jersey sponsorships, or interactive fan engagements,” she added.

The branding game

In this high-stakes arena, where a single over can transform heroes into legends, the branding game is not just about visibility but also about creating a lasting connection with a diverse global audience. As players showcase their prowess with the bat and ball, brands too vie for the spotlight, leveraging the T20I series as a platform to amplify their message and resonate with fans across borders.

Format popularity and viewership

In fact, the dynamics of ad rates in today’s cricketing landscape, especially in the context of one-day series as compared to other formats like the World Cup, are influenced by several factors that cater to the unique characteristics and viewership patterns of each format.

• One-day series:Ad rates in one-day series often depend on the popularity of the teams involved and the competitiveness of the matches. Rivalry matches or contests featuring star players may attract higher viewership, impacting ad rates positively.
• World Cup:The ICC Cricket World Cup, being a pinnacle event, tends to command higher ad rates due to its global appeal and the intense competition among the world's best teams. Advertisers recognize the unparalleled viewership the World Cup generates, leading to increased rates.

Audience engagement and duration

• One-day series:Advertisers consider the average duration of a one-day match and the engagement levels of the audience during this time. With the shorter duration compared to Tests, one-dayers offer a balance between excitement and time commitment.
• World Cup:The World Cup’s extended duration and the cumulative viewership throughout the tournament create sustained opportunities for advertisers. Brands may be willing to invest more for extended exposure during this premier event.

Global Vs local appeal

• One-day series:Regional or bilateral one-day series may have a more localized appeal, with advertisers targeting specific markets. Ad rates could be influenced by the regional popularity of the teams involved.
• World Cup:The global nature of the World Cup broadens the reach for advertisers, making it a prime opportunity for brands seeking international exposure. Ad rates are often higher due to the tournament's ability to transcend national boundaries.

Crucial moments and commercial breaks

• One-day series:Advertisers strategically place their commercials during crucial moments or breaks, aiming to maximize impact. Rates may vary based on the timing and significance of the ad slots.
• World Cup:The prestige associated with the World Cup prompts advertisers to vie for prime slots during key moments of matches. Ad rates can spike during critical stages of the tournament, such as knockout matches and the final.

Digital platforms and social media

• One-day series:The growing influence of digital platforms allows advertisers to explore innovative ways to engage with the audience during one-day series. Social media activations and digital campaigns can complement traditional advertising.
• World Cup:Advertisers leverage the global reach of digital platforms during the World Cup, integrating social media campaigns to amplify their message. The combination of traditional and digital channels may impact overall ad rates.

Ad rates

The longer format games, though crucial for the sport, do not generate the expected viewership and engagement than the usual T20 games or the World Cup, says Shubhangi Gupta.

“This is not just because of the time-consuming nature of the game but also because of the lack of marketing efforts put into the event from the organiser’s side. Hence, I think brands would get deals at a cheaper price for such games but may not be that effective. That’s why now brands have again started moving to domestic properties where there is a dedicated, passionate and much more emotionally invested consumer base,” says Gupta.

Ad rates can be influenced by the specific format of the series, observes Sapna Sharma. According to her, one-day series may command different rates compared to T20Is or Test matches. Ad rates are often determined by viewership trends, T20 and one-day series with high viewership are likely to attract higher ad rates than test series. The popularity of the teams involved can also impact ad rates, as matches featuring more popular teams tend to attract larger audiences.

Brands’ approach

Brands approach the five-day Test match format as a distinctive opportunity to associate with cricket, and their perception is influenced by various factors that set Tests apart from shorter formats.

The five-day Test match format is experiencing a resurgence in popularity among dedicated cricket fans, says Shubhangi Gupta. However, she adds, the viewership and engagement numbers for these games are still significantly lower compared to shorter formats like T20.

Therefore, in her opinion, advertising a brand during a Test series may not necessarily garner the desired level of attention or viewership. However, from a branding perspective, it can still be effective in shaping the perception of the brand as a supporter of sports, contributing to a positive image within the minds of the audience.

According to Sapna Sharma, Test matches provide a different kind of branding opportunity as they are played over five days, allowing for longer-form engagement between the audience and the brands associated with the event.

“Test matches are often seen as a test of skill and endurance, and brands associating with them may benefit from the sense of tradition and heritage associated with the format. Brands can leverage the strategic and methodical nature of Test cricket to align themselves with values such as patience, resilience, and precision.”

Changing consumer preferences

Consumer preferences in sports content have transformed with the digital era. Traditional TV is giving way to streaming platforms, and mobile devices have become the go-to for on-the-go sports updates. Social media plays a pivotal role, fostering real-time interaction among fans. The demand for personalized and interactive content experiences is reshaping how people engage with sports content.

“Consumer preferences in sports content have transformed with the digital era. Traditional TV is giving way to streaming platforms, and mobile devices have become the go-to for on-the-go sports updates. Social media plays a pivotal role, fostering real-time interaction among fans. The demand for personalized and interactive content experiences is reshaping how people engage with sports content,” Shubhangi Gupta says.

Nevertheless, she emphasises that the sport's popularity has translated into a growing demand for condensed content from these lengthy games. Viewers are now inclined towards shorter formats such as match highlights, player-specific snippets, and talk shows that efficiently summarize the entire 7-8 hour game in durations as brief as 30 seconds to half an hour or 45 minutes, garnering substantial viewership.

There is a significant shift in how consumers access sports content, with a growing preference for digital platforms and streaming services over traditional television, observes Sapna Sharma.

“Short-form content, highlights, and bite-sized updates are becoming increasingly popular, reflecting a desire for quick and easily consumable sports content. Fans today expect more interactive and immersive experiences. Social media, virtual reality, and augmented reality are being used to enhance the fan experience. The rise of mobile devices has led to an increase in on-the-go sports consumption, influencing how brands approach advertising and engagement strategies,” she adds.