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Back / Cracking the Code of Indian Premier League: A Journey from Past to Present with Latest Updates, Funding Insights, and the Business Opportunity for Brands!

Cracking the Code of Indian Premier League: A Journey from Past to Present with Latest Updates, Funding Insights, and the Business Opportunity for Brands!

2023-04-26 22:26:37

Since its debut in 2008, the cricket spectacle known as the Indian Premier League (IPL) has captured the attention of fans worldwide. With its fast-paced Twenty20 format and star-studded teams, the IPL has developed into the ultimate stage for cricketing superstars to display their talents and thrill millions of fans worldwide. The IPL, established by the Board of Control for Cricket in India (BCCI), will be one of the most valuable sports leagues in the world in 2022, valued at an astounding 90,038 crore (US$11 billion). 

The Indian Premier League (IPL) has not only changed the way cricket is played, but it has also had a significant economic impact. It has contributed significantly to India's GDP and created numerous commercial opportunities for various stakeholders. With its high TV ratings, record-breaking sponsorships, and lucrative player salaries, the IPL has become a successful business venture that attracts investment and global attention. The IPL has also transformed cricket into a thrilling entertainment spectacle through its innovative and fan-centric approach, including the introduction of cheerleaders, music, and colourful team jerseys. Despite facing controversies such as match-fixing scandals and ownership battles, the IPL remains a phenomenon that has revolutionised cricket and has become a global sensation in a relatively short period of time. 

Curious to know why the Indian Premier League (IPL) has skyrocketed in popularity? 

The remarkable popularity of the Indian Premier League (IPL) can be attributed to several key factors that have made it a roaring success in India and beyond. 

  • A Condensed Cricketing Experience: The IPL has tapped into the unwavering love for cricket in India, where the sport is revered as a religion. With its fast-paced 20-20 overs format, the IPL allows an entire match to be completed within three to four hours, making it accessible and convenient for fans with busy schedules. Unlike test matches that last for days, IPL matches provide an exciting cricketing experience that keeps viewers hooked. 
  • All the Glitz and Glamour of Bollywood: The glamour quotient of the IPL has also played a significant role in its skyrocketing popularity. The association of Bollywood celebrities as team owners, inauguration performers, brand endorsers, and the presence of cheerleaders, merchandising, and strategic breaks has given the IPL a glitzy and glamorous appeal that resonates with fans of all ages, backgrounds, and nationalities. This unique blend of cricket and entertainment has created a captivating spectacle that draws in viewers both on and off the field. 
  • The Exciting Line-up: The IPL has brought together renowned national and international cricketers on a single platform, transcending boundaries of nationality and allowing fans to support their favourite players, irrespective of their country of origin. This star-studded line-up of players, including retired players from test matches and one-day matches, has added to the allure of the IPL. 
  • The hype, the endorsement, and the marketing: The marketing buzz and promotions surrounding the IPL have also been instrumental in its success. The tournament is known for its innovative marketing campaigns, from jingles to new advertisements, which create a sense of hype and anticipation among fans leading up to each season. The involvement of wealthy industrialists and Bollywood celebrities as team owners and sponsors has further amplified the commercial aspect of the IPL, attracted substantial investments and endorsements and added to its popularity. 
  • The Regional Faceoff: The IPL's regional factor, where different states in India compete against each other, has created a sense of regional pride and identity, garnering support and loyalty from fans across the country. The ownership of franchisees by professional business tycoons has brought a sense of professionalism and corporate involvement to the league, contributing to its credibility and appeal. 
  • The Global Appeal: In addition to its immense popularity in India, the IPL has also gained a significant international following, with players from various test cricket-playing nations participating in the league. This has resulted in an increased fan following in those countries as well, further expanding the global appeal of the tournament. 

Unveiling the Business Behind the Boundaries: Delving into the Commercial Phenomenon of the Indian Premier League! 

The IPL's business success has been nothing short of amazing, thanks to hefty television rights deals, championship sponsorships, and endorsement arrangements with well-known companies. With estimations of its brand worth approaching billions of dollars, the IPL has established new benchmarks in terms of income creation and player wages. The IPL has one of the most financially successful and highest-paying leagues in sports thanks to its creative approach, which includes live streaming on YouTube and striking sponsorship deals with well-known corporations. 

The Indian Premier League (IPL) has become a highly sought-after platform for brands to promote their products and services in India. With millions of viewers and a massive fan following, the IPL offers a significant opportunity for brands to reach their target audience effectively. One popular medium for IPL advertising in India is Jio Cinema, an online streaming app by Viacom 18 that provides live online streaming services for matches, including the IPL. 

Mid-roll Video Ads 

One of the branding spots on Jio Cinema is the Mid-Rolls Video Ads, where brand videos run in between the programme and live match breaks. This type of branding spot is highly popular among advertisers as it increases brand engagement and offers a good return on investment (ROI). As the most significant cricket event in India, advertising on Jio Cinema during the IPL is considered a comprehensive and effective strategy for advertisers to leverage the tremendous reach and viewership of this iconic cricket event. 


Another branding spot on Jio Cinema is the billboard, which is similar to outdoor advertising spots. It is a large banner of the brand, presented in the form of a video, image, or photo carousel, placed on the main content page of the app. The billboard can be placed on different content pages such as the home page, shows, movies, sports, news, and more, offering brands high visibility and exposure to their target audience. 

Jio Cinema has over 500 million+ viewers, and it targets content in over 11 languages, making it a platform with a wide reach across India. Advertisers can also target their potential audience using different filters, such as location, interests, gender, and more, to ensure their ads reach the right target group. Additionally, Jio Cinema offers different ad formats that can be chosen according to the marketing goals of the brands. 

Record-breaking Viewership and a Booming Digital Marketing Space in India! 

In recent years, the Indian Premier League (IPL) has experienced a notable increase in viewership, with IPL 2021 alone witnessing a 15% rise in viewership on Disney+ Hotstar, a popular online streaming platform in India. The IPL has broken viewership records, with millions of users tuning in on various streaming platforms. Memorable advertisements during past IPL seasons have included promotions of the tournament and its broadcasters, as well as ads from brands such as Amazon, Pepsi, Jio, Facebook, FMCG brands, and consumer durables. 

However, in recent times, newer e-commerce brands in the fin-tech, ed-tech, payments, and delivery services segments have been dominating the IPL ad space, surpassing traditional FMCG and consumer durable brands. This shift reflects the booming digital market in India and the growth potential of the e-commerce sector. Advertisers are realising the significance of the IPL as a platform to reach the Indian audience, and the changing landscape of IPL advertisements indicates the evolving preferences of advertisers towards digital-first brands. 

Beyond Cricket: Into Branding, Culture, and Socio-Economic Impact 

IPL advertising on platforms like Jio Cinema in India has emerged as an effective medium of branding for various famous brands. With its wide reach, diverse ad formats, and significant viewership, IPL offers an opportunity for brands to engage with their target audience, increase brand awareness, drive traffic, and achieve marketing goals. The changing trends in the IPL ad space, with newer e-commerce brands dominating the scene, highlight the evolving dynamics of digital advertising in India and the immense potential of the Indian market. 

The Indian Premier League (IPL) transcends the boundaries of cricket and has evolved into a monumental event that ignites the spirit of celebration among Indians. It's not just a sports tournament but a cultural extravaganza that captivates the nation's imagination. With brands vying for visibility and leveraging its immense popularity, the IPL has become a symbol of India's vibrant and dynamic consumer culture. Moreover, beyond its commercial appeal, the IPL has also made a significant contribution to the socio-economic landscape of the country by creating jobs, stimulating local economies, and fostering a sense of community pride. The IPL is a grand spectacle that epitomises the power of sports to unite a nation, ignite passions, and transcend beyond the boundaries of the playing field. 

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