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How Sports Sponsorships Can Increase Brand Trust & Credibility

  • Writer: Sohil Srivastava
    Sohil Srivastava
  • Feb 26
  • 2 min read

Why Regional Sports Sponsorships Matter for Indian Brands


Regional sports sponsorships are one of the most underrated yet high-impact marketing strategies in India. While IPL and national cricket team sponsorships dominate headlines, regional leagues, state-level cricket, and kabaddi teams provide direct, high-engagement access to untapped markets.




Brands that invest in regional sports sponsorships can:


✅ Reach Tier 2 & Tier 3 audiences who have high sports engagement but less exposure to mainstream marketing.

✅ Build brand credibility and trust through association with beloved local teams and athletes.

✅ Gain cost-effective sponsorship benefits compared to national-level sponsorships like IPL.

Several brands, from Tata Tea and TVS Motors to Amul and Paytm, have successfully leveraged regional sports sponsorships to expand their market presence.


📊 Case Study 1: How Tata Tea Used Regional Cricket to Strengthen Brand Loyalty


📌 Brand: Tata Tea


📌 Strategy:


✅ Sponsored domestic cricket tournaments and Ranji Trophy teams, rather than investing in IPL.

✅ Created "Jaago Re" campaigns, using cricket as a platform for youth engagement.

✅ Focused on social responsibility messaging, linking cricket with voter awareness and education.


📌 Results:


✔️ Strengthened brand trust in Tier 2 & Tier 3 cities, where regional cricket has a strong following.

✔️ Created higher engagement than traditional FMCG advertising through cause-driven sports sponsorships.

✔️ Helped position Tata Tea as a socially responsible brand, beyond just a beverage company.


📖 Read More: How Tata Tea Used Sports Sponsorship for Social Impact


📊 Case Study 2: How Pro Kabaddi League Helped Amul Dominate Rural Markets


📌 Brand: Amul


📌 Strategy:


✅ Sponsored Pro Kabaddi League (PKL), India’s second most-watched sports league.

✅ Ran regional-language advertising campaigns targeting rural India.

✅ Aligned brand messaging with nutrition, health, and fitness, promoting Amul as an essential part of an athlete’s diet.


📌 Results:


✔️ Increased brand penetration in Tier 2 & Tier 3 cities.

✔️ Strengthened association between Amul products and sports nutrition.

✔️ Gained a high-trust factor by aligning with kabaddi, India’s indigenous sport.


📢 How Indian Brands Can Leverage Regional Sports Sponsorships


🔹 Invest in State Cricket & Domestic Tournaments


  • Brands can partner with Ranji Trophy teams, Syed Mushtaq Ali Trophy, and regional T20 leagues for targeted sports marketing.

  • Example: TVS Motors’ partnership with Tamil Nadu’s cricket team helped strengthen its presence in South India.


🔹 Leverage Regional Language & Cultural Marketing


  • Sponsorships should extend into regional TV ads, digital campaigns, and vernacular content for stronger audience connections.

  • Example: Paytm’s sponsorship of domestic cricket included Hindi, Tamil, and Bengali campaigns for broader reach.


🔹 Combine Sports Sponsorship with Grassroots Engagement


  • Sponsorships can be paired with on-ground activations, community tournaments, and CSR initiatives for deeper brand engagement.

  • Example: Hero MotoCorp’s sponsorship of North-East football leagues helped position it as a youth-focused brand in emerging sports markets.


🚀 How UNPAUZED Can Help


At UNPAUZED, we help brands tap into regional sports sponsorships for maximum market impact.


✔️ Identify high-potential regional sports sponsorships that align with brand goals.

✔️ Develop localized campaigns that enhance engagement beyond logo placements.

✔️ Leverage digital-first strategies to amplify sponsorship impact in Tier 2 & Tier 3 cities.


Want to unlock the power of regional sports sponsorships? Let’s craft your winning strategy—talk to us today.

 
 
 

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