What Small & Mid-Sized Brands Can Learn From Big Sports Sponsors In India

Big brands like Tata, Dream11, and BYJU’S have dominated sports sponsorships in India, but small and mid-sized brands are now finding ways to achieve similar success—without the massive budgets.

With the rise of regional leagues, influencer-led promotions, and digital sponsorships, brands no longer need crores of rupees to see results from sports marketing.

So, what key lessons can small and mid-sized Indian brands learn from top-tier sports sponsors? Let’s break it down.

1. Regional Sponsorships Deliver High ROI at Lower Costs

Lesson from Big Brands: Targeted sponsorships maximize engagement.

• Instead of competing for expensive IPL deals, small brands can invest in regional sports leagues to gain a loyal, engaged fan base.

• Example: Tata Motors sponsored Pro Kabaddi League (PKL) instead of IPL, gaining significant traction in Tier 2 & Tier 3 markets at a lower cost.

• Strategy: Look beyond IPL and ISL—sponsoring leagues like PKL, I-League, Ranji Trophy, and state-level cricket tournaments can deliver stronger localized brand recall.

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How Small Brands Can Apply This:

✅ Identify regional teams, tournaments, and athlete sponsorships that align with your target audience.

✅ Use hyper-local activations like in-stadium branding, player endorsements, and localized digital campaigns.

2. Digital-First Sponsorships Reduce Costs & Expand Reach

Lesson from Big Brands: Leveraging digital activations enhances sponsorship impact.

• Example: Dream11 dominated IPL sponsorships through digital campaigns instead of relying solely on TV ads.

• Instead of expensive on-ground activations, smaller brands can use athlete-generated content, influencer collaborations, and OTT sports ads to increase engagement.

• Example: boAt partnered with Hardik Pandya for digital campaigns instead of big TV commercials, driving massive sales for their headphones.

How Small Brands Can Apply This:

✅ Instead of traditional sponsorships, invest in athlete-led content on Instagram, YouTube, and Twitter.

✅ Use JioCinema’s IPL ad model, which allows affordable digital advertising compared to Star Sports TV ads.

✅ Leverage regional cricket influencers rather than focusing on only national-level endorsements.

3. Data-Driven Sponsorship Decisions Lead to Better ROI

Lesson from Big Brands: Smart data usage makes sponsorships more effective.

• Example: BYJU’S tracked app installs after IPL sponsorships, adjusting ad spend based on which matches drove higher engagement.

• Small brands can use social media analytics, OTT ad tracking, and regional engagement data to measure sponsorship effectiveness.

How Small Brands Can Apply This:

✅ Invest in trackable sponsorships, using coupon codes, QR scans, and app downloads to measure impact.

✅ Use social media listening tools to understand which leagues or teams resonate most with your audience before investing.

4. Athlete Partnerships Are More Cost-Effective Than Team Sponsorships

Lesson from Big Brands: Individual athlete endorsements drive engagement at lower costs than full team sponsorships.

• Example: Tata Tea partnered with Dutee Chand instead of sponsoring a national team, allowing direct athlete-driven engagement.

• Example: Neeraj Chopra’s endorsement for Tata AIA had high impact due to his credibility and relatability.

How Small Brands Can Apply This:

✅ Partner with emerging athletes instead of national-level superstars.

✅ Focus on regional sports personalities who have a dedicated local fan base.

H2: Case Study – How MPL Used Smart Sponsorship to Disrupt the Gaming Industry

📌 Brand: Mobile Premier League (MPL)

📌 Strategy:

✔️ Instead of expensive IPL team sponsorships, MPL sponsored a few key players (like Virat Kohli) and ran performance-driven campaigns.

✔️ Used social media and gaming influencers to drive app installs.

✔️ Invested in localized cricket tournaments, capturing niche audiences without overspending.

📌 The Results:

✔️ MPL became India’s fastest-growing gaming platform, surpassing older competitors.

✔️ Virat Kohli’s brand endorsement boosted credibility, leading to higher user retention.

✔️ Regional sponsorships led to higher adoption rates in smaller cities.

How Small & Mid-Sized Brands Can Apply These Lessons

1. Choose Targeted, Cost-Effective Sponsorships

• Invest in PKL, I-League, local cricket tournaments, and state-level leagues instead of IPL.

• Partner with regional athletes instead of national superstars.

2. Prioritize Digital Sponsorship & Social Media Activations

• Focus on OTT sports ads (JioCinema, Hotstar, etc.) for cost-effective reach.

• Use athlete-driven content on Instagram, YouTube, and Twitter instead of costly TV commercials.

3. Measure Sponsorship Impact with Data-Driven Insights

• Track coupon redemptions, app installs, and social engagement metrics to optimize sponsorship ROI.

Conclusion: Small Brands Can Win in Sports Sponsorships Without Massive Budgets

Big brands dominate IPL and ISL, but small and mid-sized brands can achieve similar success by being strategic, data-driven, and digitally focused.

By choosing regional leagues, leveraging athlete-led content, and using digital-first sponsorships, smaller brands can gain visibility, fan engagement, and strong ROI—without overspending.

How UNPAUZED Can Help

At UNPAUZED, we help small and mid-sized brands:

✔️ Find high-impact, cost-effective sponsorship opportunities in Indian sports.

✔️ Develop digital-first sponsorship strategies to maximize ROI.

✔️ Leverage regional athletes and influencers for localized engagement.

Want to unlock the power of sports sponsorships without a massive budget? Let’s build your winning strategy—talk to us today.