How IPL Sponsorships Drive 300%+ Engagement: The Winning Formula for Brands

The Indian Premier League (IPL) isn’t just a cricket tournament—it’s a marketing juggernaut that turns sponsors into household names overnight.

With over 650 million viewers in 2024, IPL sponsorships provide unparalleled brand visibility, skyrocketing engagement, and long-term recall.

But how exactly do IPL sponsorships drive engagement by 300%+ and how can brands replicate this success? Let’s break it down.

Why IPL Sponsorships Generate Unmatched Engagement

1. Massive Viewership Across TV & Digital Platforms

   • IPL 2024 reached 650M+ viewers across JioCinema, Star Sports, and Hotstar.

   • Brands achieve instant national & global exposure, unlike any other Indian sports event.
     

2. High-Energy, Emotionally Charged Audience

   • Cricket is a religion in India, creating deep emotional connections with brands associated with IPL.

   • Fans are 3X more likely to recall IPL sponsors compared to regular ads.

     
     

3. Multi-Touchpoint Marketing Opportunities

   • Sponsors engage audiences through jersey branding, stadium activations, digital ads, and influencer collaborations.

   • Example: CRED’s viral IPL ads featuring cricket legends sparked record-breaking engagement.
     

4. Second-Screen & Social Media Explosion

   • During IPL, brands see a 300%+ increase in search traffic & social interactions.

   • Example: Tata Neu, IPL’s title sponsor, used social media contests and exclusive app deals to engage users beyond TV ads.
     

Case Study: How CRED Leveraged IPL for 300%+ Engagement Growth

Brand: CRED (FinTech Rewards App) Strategy:

• Launched quirky, meme-worthy IPL ads featuring cricket icons like Rahul Dravid and Leander Paes.

• Used in-app gamification & rewards to engage IPL viewers beyond TV ads.

• Leveraged real-time social media buzz, making CRED’s IPL campaigns go viral.

The Results:

• 3X surge in search volume & app downloads during IPL.

• 100M+ views on IPL ad campaigns within weeks.

• Massive brand recall, making CRED the most talked-about FinTech brand during IPL.

Read More: How IPL Sponsorships Boosted Brand Engagement

How Brands Can Maximize IPL Sponsorship ROI

1. Go Beyond TV Ads—Leverage Digital & Social Media

   • IPL is no longer just about stadium branding. Brands must integrate digital-first campaigns across JioCinema, Instagram, and Twitter.

   • Example: Swiggy’s IPL food delivery discounts drove record app orders.

   
   

2. Create Interactive & Gamified Experiences

   • Engage fans with IPL-themed quizzes, contests, and fantasy leagues.

   • Example: Dream11’s fantasy cricket platform saw 5X user growth during IPL sponsorship years.

   
   

3. Leverage Cricket Influencers & Player Partnerships

   • Fans engage more with authentic, player-led content than traditional ads.

   • Example: Vivo’s IPL campaign with cricketers saw higher engagement than standard ad placements.

   
   

4. Use Second-Screen Advertising for Real-Time Engagement

   • Target IPL viewers across mobile, OTT, and in-app advertising for multi-screen engagement.

   • Example: JioCinema’s interactive IPL ads increased viewer retention rates.

Conclusion: Why IPL Sponsorships Are a Game Changer

IPL sponsorships aren’t just about logo placements—they create viral moments, emotional connections, and record-breaking engagement.

For brands looking to dominate the Indian market, IPL partnerships offer a high-ROI marketing strategy that delivers instant and long-term brand value.

How UNPAUZED Can Help

IPL sponsorships require a data-driven strategy to maximize returns. At UNPAUZED, we help brands:

• Identify high-impact sponsorship opportunities in IPL and beyond.

• Develop integrated marketing campaigns that go beyond TV ads.

• Leverage digital activations, influencer partnerships, and real-time engagement strategies.

Want to unlock the full potential of IPL sponsorships? Let’s strategize your next winning campaign—talk to us today.