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Home » Media Planning » Events/Seasons » IPL Advertising: All you wanted to know
about IPL sponsorship and advertising


IPL ADVERTISING: ALL YOU WANTED TO KNOW ABOUT IPL SPONSORSHIP AND ADVERTISING

Posted on February 21, 2022February 21, 2022Author Arpita 0

IPL is not only one of the biggest annual Cricket events but a festival in
India. In a country like India where Cricket is a religion, IPL is like a
carnival of sports, entertainment, and endorsements. With billions of viewing
minutes registered every year, every brand wants to encash this opportunity by
having a share of the sponsorship and advertising pie. This year, the first
Indian Premier League of 2022 will be held from 2 April to 3 June.

While we have stressed a lot on IPL advertising on Hotstar and television in our
previous articles (links below), in this article we would talk about the various
ways across media for sponsorship and advertising in IPL 2022.

 * IPL 2022: What’s new for the advertisers?
 * A Complete Guide To Advertising in IPL Cricket 2020 on Hotstar App
 * IPL 2020 Hotstar Advertising Budget Calculator

Following are the platforms for IPL 2022 sponsorship and advertising that we
will be covering in the article:




THE PULL OF IPL: SOME FACTS

IPL is not only a cricket event but also the king of entertainment. Each of the
10 teams is a brand in itself and has a widespread fan base, not limited to the
state/city it represents only. This behavior shows in the viewership figures
too. Following are some facts collated from reports from BARC, Hotstar and Zapr.




SPORTS SPONSORSHIP AND ADVERTISING

Before we get into the nitty-gritty of sports sponsorship and advertising,
here’s a fun fact. Sports sponsorship is perhaps one of the oldest forms of
advertising, dating back to ancient Rome. Back in about 264 BC, gladiator
combats were often sponsored by the wealthy and rich of the city to demonstrate
their generosity and influence. This sponsorship also involved advertising their
names on the walls and pamphlets etc.

Often sponsorship and advertising are used interchangeably. Of course they have
elements that overlap but they are different in some ways. Here are a few
differences:


IPL 2022: SPONSORSHIP AND ADVERTISING OPPORTUNITIES

In this article, we will cover all possible sponsorship and advertising
opportunities brands can take up during IPL 2022 tournament. These sponsorship
and advertising avenues cover both online and offline platforms like digital
streaming, sports blogs, online OTT, television, radio, and newspapers, etc.
Through this article, our endeavor is to bring out the positive points of each
of these advertising options and help you decide which one would best suit your
requirements. In case you would want to know more about each of these
sponsorship and advertising options like execution details and ad rates, you can
visit our website for more details.


IPL 2022 SPONSORSHIP PACKAGES: OFFLINE


1. TOURNAMENT SPONSORSHIPS- SERIES/TEAMS/STADIUM:

This is the most coveted format of IPL sponsorship. There are several options
available for such sponsorships, involve multi-crore rupees transactions and are
often decided through auctions. However, it’s not necessarily restricted to big
national level brands only. IPL currently has 10 teams that represent various
regions hence making team sponsorship a lucrative opportunity for strong
regional brands. Apart from this, there are other sponsorship opportunities like
stadium branding, jersey branding, merchandise branding, etc. One of the biggest
advantages of such sponsorship packages is that brands often get access to the
players for brand endorsements and in such cases, brands should also consider
maximizing their reach through advertising.

WHO IS IT FOR?

 * Apt for a brand having mass appeal. For example, A budget smartphone brand
   like Vivo is better suited for IPL sponsorship than a brand like Apple who
   has a niche audience.
 * Brands having a high advertising budget. Even though the tournament
   sponsorship doesn’t cost a lot, the best practice is to magnify the
   association and its benefits through more advertising. For this, brands
   should be able to set aside some more money.
 * Strong regional brands can find it very useful to invest in sponsoring a
   team. Since each team in IPL represents a region, these teams have a strong
   regional fan base. This can work in favor of regional brands.

WHY SHOULD BRANDS OPT FOR SERIES/TEAM/STADIUM SPONSORSHIP?

 * Positive association with brand IPL: Sponsorship has always been associated
   with support, patronage, and generosity. IPL is already one of the most
   popular brands in India. Sponsoring the series, team or stadium, etc would
   lead to an increase in brand awareness and positive sentiments towards the
   brand.
 * High Impact: The brand names would appear alongside the IPL and team names as
   well as on uniforms and merchandise and would have high visibility. This
   would have a very high impact on the audience.
 * Player endorsement during the tournament: Series and team Sponsorship
   packages often include perks like brand endorsements by players.

HOW MUCH WOULD SERIES/TEAM/STADIUM SPONSORSHIP COST?

Series/team/stadium sponsorship packages can go up to multi-crore rupees but the
smallest sponsorship packages can cost about INR 2 Crore onwards.

Image Source: India TV News


2. SPONSORSHIP OF IPL BASED NEWS PROGRAMS:

IPL is one of the biggest planned events in India and like all big events, IPL
brings a jump in viewership for sports news. During the IPL season, most news
channels run special programs based on IPL, where they invite cricketers and
experts to analyze the match. These programs receive a lot of viewership from
cricket fans and IPL watchers. By sponsoring these programs, brands would get a
strong association with the news channels and programs. To know more details and
advertising rates, click here.

WHO IS IT FOR?

 * Apt for brands having a predominantly male audience like fintech, building
   material, machinery, etc.
 * Brands who want to ride the increase in TV viewership but don’t have enough
   budget to advertise on Sports channels.

WHY SHOULD BRANDS OPT FOR TV NEWS CHANNELS IPL SPECIAL PROGRAM SPONSORSHIP?

 * Brands would get an opportunity to advertise on IPL property on television at
   a much lesser price than live IPL matches on sports channels.
 * For brands who are already sponsoring/ advertising on sports channels during
   live IPL matches streaming, sponsoring TV news channels IPL special program
   sponsorship adds another touchpoint to the existing plan.

HOW MUCH SHOULD BRANDS SPEND ON TV NEWS CHANNELS IPL SPECIAL PROGRAM
SPONSORSHIP?

 * Brands should spend about INR 50 lakh+ to sponsor TV news channels IPL
   special programs.

(Image Source: InsideSport)


3. SPONSORSHIP OF RED FM IPL CAMPAIGN THROUGH BRAND INTEGRATION:

Red FM plans an entire campaign around IPL which includes a number of programs
both on-air and on the digital platforms. The Red FM IPL 2021 campaign ‘Saara
India Sara Ra Ra’ was a massive success. It included match highlights, score
updates and #omgmoments. However, the best part of the campaign was the
commentary by Sunil Jogi who made the cricket moments query and sarcastic. 

There are three types of sponsorship offered up for grabs: Presenting
Partnership, Co-powered by Partnership, and Associate Partnership for the
campaign. The sponsorship packages include on-air promos and mentions, social
media post tagging as well as PR, newspaper ads, outdoor ads, etc. To know more
details and advertising rates, click here.

WHO IS IT FOR?

 * Brands with a majority of audience based in metro cities.

WHY SHOULD BRANDS SPONSOR RED FM IPL CAMPAIGN?

 * Radio as an advertising medium has evolved well over the years. As a part of
   the package, brands would get 360-degree advertising through multiple
   channels both online and offline.
 * Red FM is one of the most popular radio stations in the country. By
   sponsoring the IPL campaign, brands can form a strong positive association
   with brand Red FM
 * Sponsorship of the Red FM IPL Campaign would provide an additional touchpoint
   for brands advertising on live telecast and streaming of IPL matches.

HOW MUCH SHOULD BRANDS SPEND IN RED FM IPL CAMPAIGN SPONSORSHIP?

Brands should spend about INR 10 lakh onwards to create a considerable impact.


IPL 2022 SPONSORSHIP PACKAGES: ONLINE


4. SPONSORSHIP OF SPECIAL IPL CONTENT ON SPORTS BLOGS LIKE SPORTSKEEDA AND
CRICBUZZ:

Sports websites like Sportskeeda and Cricbuzz are the think tanks for every
sports fan. Whether there is a live sport or not, these websites always receive
traffic to consume their high-quality opinion-based content around cricket and
other sports. The viewership is expected to go very high during the live
matches. Since it’s a content-based platform, sponsorship involves both media
properties like banner ads, high impact ads like interstitial as well as content
properties like articles, social media posts, and videos, etc. To know more
about the sponsorship packages and advertising rates, click here.

WHO IS IT FOR?

 * Brands who are looking for an additional touchpoint for IPL advertising on
   digital platform
 * Brands with online-first presence

WHY SHOULD BRANDS SPONSOR SPORTS BLOG IPL SPECIAL CONTENT?

 * Sports blogs during IPL become a battlefield of varied opinions and views
   even before and after the matches. With more than 80% of the audience coming
   on a mobile platform, these blogs are good media to target mobile-first young
   and urban audiences.
 * Since the blog contains posts and articles and not live-action, ads run on
   the site would work the best for branding as well as performance, something
   difficult to find with other media.
 * By sponsoring IPL content on these sports blogs, brands advertising on live
   matches can get an additional digital touchpoint for hours in between the
   matches.

HOW MUCH SHOULD BRANDS SPEND IN SPORTS BLOGS IPL COVERAGE SPONSORSHIP?

Brands would be required to spend INR 7 lakh onwards to get a considerable
exposure in sports blogs IPL coverage sponsorship.


5. SPONSORSHIP OF IPL SCORECARD ON GAANA PLATFORM:

Gaana is one of the most popular audio OTT platforms in the country. Although
not related to sports, sponsoring the IPL scorecard on the Gaana platform is an
interesting advertising option. While active watchers of IPL can be targeted on
other platforms, this platform can help you target an audience who don’t have
access to live matches due to work or studies and also those who do not follow
cricket and IPL religiously. The sponsorship comes with a very high impact
advertising option like a live scorecard on the home page, interstitial ads, and
audio score updates with brand mention. To know more about the sponsorship
package and rates, click here.

WHO IS IT FOR?

 * Brands having students and young working professionals as the audience
 * Brands who have a digital presence

WHY SHOULD BRANDS SPONSOR LIVE SCORECARD ON THE GAANA PLATFORM?

 * Sponsoring a live scorecard on the Gaana platform would give brands an
   opportunity to connect with non-viewers through brand IPL, something many
   brands would require during the upcoming festive season.

HOW MUCH WOULD SPONSORING A LIVE SCORECARD ON THE GAANA PLATFORM COST?

Sponsorship package for a live scorecard on the Gaana platform would cost about
INR 65 lakh but packages can be customized as per requirements too.


IPL 2022 ADVERTISING: OFFLINE


6. ADVERTISING ON STAR TV NETWORK DURING LIVE IPL MATCHES:

Despite the growth of digital, television still remains the highest watched
medium when it comes to IPL live matches. Needless to say, the scale of reach
and impact that television provides is unparalleled. Even with the increased ad
rates, advertising on Star TV Network would lead to the lowest cost per reach.
Apart from the usual video ads played between overs and during breaks, brands
can also look for other integrations like Super Sixes, etc. To know more about
the advertising options and ad rates for Star TV Network IPL Live Telecast,
click here.

WHO IS IT FOR?

 * Brands with a national presence. Strong regional brands can opt for regional
   language channels too.
 * Brands that cater to masses
 * Brands with an advertising budget of 15 Crores & above for IPL

WHY SHOULD BRANDS ADVERTISE ON STAR TV NETWORK DURING LIVE IPL MATCHES?

 * Television’s reach in India is unparalleled irrespective of status and
   geography. Hence, by advertising on television, brands can reach the masses.
 * Owing to high reach, even after the premium brands have to pay for IPL
   advertising, the cost per reach remains low.

HOW MUCH SHOULD BRANDS SPEND ON ADVERTISING ON STAR TV NETWORK DURING LIVE IPL
MATCHES?

Though per second rates for video advertising on Star TV Network during live IPL
matches starts at INR 1,65,000, to make a sizeable impact, brands would need a
budget of about INR 15 Crore and above.

(Image Source: Zee News)


7. ADVERTISING ON NEWS CHANNELS DURING IPL COVERAGE:

Not only sports channels where IPL live matches would be telecasted but even
news channels would experience a jump in the viewership as they would be running
special programs on IPL related news and expert opinions and comments. This is
an attractive opportunity for brands to advertise too. Along with video ads,
brands can also opt for L-band branding. To know more about the advertising
options under News channels advertising during IPL coverage, click here.

WHO IS IT FOR?

 * Apt for brands having a predominantly male audience like fintech, building
   material, machinery, etc.
 * Brands who want to ride the increase in TV viewership but don’t have enough
   budget to advertise on Sports channels.

WHY SHOULD BRANDS OPT FOR ADVERTISING ON TV NEWS CHANNELS IPL SPECIAL PROGRAMS?

 * Brands would get an opportunity to advertise on IPL property on television at
   a much lesser price than live IPL matches on sports channels.
 * For brands who are already sponsoring/ advertising on sports channels during
   live IPL matches streaming, sponsoring TV news channels IPL special program
   sponsorship adds another touchpoint to the existing plan.
 * Unlike other genres like GECs and movies that suffer the loss of viewership
   during IPL season, news channels get a higher viewership because of IPL news
   coverage hence, by advertising on news channel IPL coverage, brands can get
   higher reach and frequency.

HOW MUCH SHOULD BRANDS SPEND ON TV NEWS CHANNELS IPL SPECIAL PROGRAM
ADVERTISING?

Brands would have to spend around INR 50 lakh+ to have a considerable impact
during IPL 2022 on TV news channels.


8. ADVERTISING IN LEADING NATIONAL & REGIONAL NEWSPAPERS IN IPL SPECIAL SECTION:

Newspapers are another popular mass medium that is consumed on a daily basis in
households. Especially post pandemic and during the lockdown period, peopleh
spend more time reading newspapers at home. During the IPL season, the sports
section of newspapers is the most sought after page. Hence, newspaper ad
placements in the sports section become a lucrative option. This year, newspaper
advertising during IPL will be more innovative in the form of syndicate columns
which are special news columns written by Cricket experts and carry opinions
rather than usual news. These columns attract more attention due to the
exclusivity and authenticity of the content. Some of the prominent guest
columnists this year include AB de Villiers, Sanjay Manjrekar, and Kumar
Sangakkara. Brands can advertise in the middle of the syndicated columns in the
form of a 20 sq cm island ad format in the leading newspapers like Times of
India, Hindustan Times along with popular regional newspapers. To know more
about the advertising options and advertising rates, please click here.

WHO IS IT FOR?

 * Brands who cater to the masses and are looking for an additional touchpoint
   offline.

WHY SHOULD BRANDS OPT FOR NEWSPAPER ADVERTISING IN IPL SPECIAL CONTENT?

 * Advertising in syndicate columns provides brands with an uncluttered
   environment and hence, ensures high visibility.
 * Advertising in newspaper columns during IPL would give brands presence beyond
   live matches.
 * Advertising in newspaper IPL special columns would help brands target
   audiences based on language too.

HOW MUCH WOULD NEWSPAPER ADVERTISING IN IPL SPECIAL SECTION COST?

Advertising in Times of India along with regional newspapers in all editions
across India would cost about INR 35 lakh while advertising in Hindustan Times
along with regional newspapers in all editions across India would cost INR 21
lakh.


IPL 2022 ADVERTISING: ONLINE


9. ADVERTISING IN HOTSTAR DURING IPL LIVE STREAMING:

Ever since IPL matches have been streaming on Hotstar, the digital viewership of
IPL has broken all records. IPL 2022 on Hotstar had crossed 188 billion minutes
of total watch time.. This year also, it is expected to go beyond that. We have
discussed a lot about Hotstar advertising during IPL live streaming through
several articles but to reiterate the main points, advertising on Hotstar during
live IPL matches can help brands to reach out to an urban young male audience
having a high affinity for digital transactions. Hotstar offers various ad types
like mid-roll videos, pre-roll videos, and branded cards during IPL and various
targeting filters can also be applied to the live audience. To know more, click
here.

WHO IS IT FOR?

 * Brands with male, young & urban audience
 * Online-first brands
 * Brands having regional presence
 * E-commerce brands
 * Brands who want to target a premium audience

WHY SHOULD BRANDS OPT FOR HOTSTAR ADVERTISING DURING IPL LIVE STREAMING?

 * Affluent audience with a high propensity to purchase: Hotstar is the
   preferred OTT platform for an affluent audience.
 * Low barrier to entry: IPL Advertising has always been considered as a game
   meant for big-ticket advertisers. However, it’s going to change with IPL 2022
   advertising rates which allow brands to start advertising at a starting
   package of INR 3 lakhs.
 * Targeting available: Compared to the previous year when the same ad was
   served to everyone during live streaming of the match, this year the mid-roll
   ads (ads played during the live game) can be targeted using available
   filters.

HOW MUCH WOULD HOTSTAR ADVERTISING DURING IPL LIVE MATCH COST?

Though one needs only INR 3 lakhs to start advertising on Hotstar during IPL
live matches, INR 7 lakh is a good enough budget to gain a good traction during
one match.


SUGGESTED COMBINATIONS

While we have discussed each of the IPL sponsorship and advertising options
individually, it would be useful if we also know which combination of ad
platforms would be the best for brands. Here are some of our suggestions:

 * Maximize your reach through the combo of Star TV Network + Hotstar: IPL 2021
   recorded a reach of 458 million on television as well as 300 million on
   digital. Imagine the massive reach if both are combined. While Star TV
   network has a last-mile reach, Hotstar is known for its young urban audience.
 * Encash the male factor through News TV Channels Sponsorship/Advertising +
   TOI/HT Advertising: News as a genre is very popular among the male audience
   predominantly. Sports being watched by male audiences mostly, advertising on
   news tv channels and newspapers in the IPL special section is the best
   advertising platform for brands with male audiences.
 * Paint the city red with Red FM Advertising + TOI/HT Advertising: What’s one
   common factor between radio and newspaper advertising? The fact that both are
   city-centric. If you are a regional brand or want to target the metros,
   nothing can beat the combination of Red FM advertising combined with TOI/HT
   advertising.
 * Digital advertising for digital-first brands with Hotstar + Sports blogs:
   While Hotstar is well known for its live-streaming coverage, huge reach, very
   high engagement, and targeted advertising, advertising on sports blogs can
   provide brands with an extra avenue as well as ensure better visibility and
   performance.

Have questions about IPL 2022 advertising? Write to us at Help@TheMediaAnt.com.

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   2022)

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