Why Regional Sponsorships Are a Hidden Goldmine for Brands: The Indian Success Story

While IPL and international cricket dominate the Indian sports sponsorship landscape, brands are unlocking massive ROI through regional sports sponsorships.

Leagues like the Pro Kabaddi League (PKL), Indian Super League (ISL), and regional cricket tournaments have created new sponsorship opportunities that cost significantly less than IPL deals but deliver hyper-targeted brand engagement.

How are brands winning with regional sports sponsorships in India? Let’s break it down.

📌 Why Regional Sports Sponsorships Are Gaining Popularity

1️⃣ Lower Sponsorship Costs, Higher ROI

• IPL title sponsorships cost ₹500-700 Cr, making it unaffordable for many brands.

• PKL & ISL sponsorships range from ₹5-50 Cr, offering cheaper entry points & strong engagement.
  

2️⃣ Hyperlocal Audience Targeting

• Regional leagues attract state-level and grassroots fan loyalty.

• Example: Tamil Thalaivas (PKL) sponsorships are highly valuable for brands targeting Tamil Nadu.
  

3️⃣ Massive Viewership Growth in Regional Leagues

• PKL 2022 viewership: 200M+ viewers (second only to IPL).

• ISL 2023 saw a 20% increase in digital viewership on JioCinema.
  

4️⃣ Brands Get High Visibility & Engagement

• Regional teams offer stadium branding, jersey sponsorships, and OTT ads at lower costs.

• Example: Dream11’s sponsorship of local cricket leagues helped them dominate the fantasy gaming space.
  

🚀 Case Study: How Tata Motors Leveraged PKL for Regional Brand Growth

📌 Brand: Tata Motors

📌 League Sponsored: Pro Kabaddi League (PKL)

📌 Strategy:

✔️ Became the title sponsor for PKL teams instead of IPL sponsorships.

✔️ Focused on hyperlocal marketing by engaging with kabaddi fans in rural India.

✔️ Used regional-language ads & grassroots activations to connect with PKL audiences.

📌 The Results:

✔️ 30% increase in brand awareness among Tier 2 & Tier 3 city customers.

✔️ Sales of Tata SUVs grew significantly in states where PKL teams were active.

✔️ Achieved 5X more engagement per rupee spent compared to national-level sponsorships.

🔗 Source: The Power of Localized Sports Sponsorships in India

💡 How Brands Can Win with Regional Sports Sponsorships

✅ Target the Right League for Your Brand

• PKL for rural & Tier 2 audiences

• ISL for youth-focused urban markets

• Local cricket leagues for grassroots brand awareness

  
  

✅ Invest in Regional Digital Campaigns

• Brands should use regional-language digital ads & influencer marketing to engage local audiences.

  
  

✅ Use Regional Athletes & Teams for Brand Promotions

• Example: A Tamil Nadu-based brand sponsoring Tamil Thalaivas (PKL) will get hyper-localized engagement.

  
  

✅ Leverage OTT & Social Media for Regional Expansion

• JioCinema & Hotstar are key platforms for brands targeting regional sports audiences.

  
  

📢 Conclusion: The Future of Regional Sports Sponsorships in India

Brands that look beyond IPL & cricket sponsorships and invest in regional leagues are seeing huge ROI & brand engagement.

🚀 Want to explore regional sports sponsorships for your brand? UNPAUZED connects brands with high-impact sponsorship opportunities. Let’s talk!