Franchise Sports: Introduction
Franchise sports represent a fundamental shift in the way sporting competitions are owned, managed, and consumed. Unlike traditional national teams that are centrally governed and driven by patriotism, franchise leagues are built on privately-owned teams, run like businesses. These leagues borrow their structure from global success stories like the NBA (USA), English Premier League (UK), and NFL (USA), combining regular seasons, player drafts, digital fan engagement, and billion-dollar media rights — creating a sustainable, monetizable ecosystem.
Each team functions as a self-contained business unit — generating revenue from ticketing, merchandise, media rights, fantasy gaming, licensing, and brand sponsorships. Importantly, ownership is decentralized: teams are backed by companies or consortiums, not governments.
The Food Court Analogy: A New Way to Engage
Imagine a popular food court — not owned by one single entity, but by many entrepreneurs. Every food stall (or sports team) has its own brand, audience, and style. Some serve street food, some sell smoothies — each one has its loyal fans. And these stalls make money from orders, delivery, branding, and offers.
Now imagine you, as a business, don’t need to open a stall — you can just place your brand on the food trays, sponsor the music in the background, or offer free samples to people passing by.
That’s what franchise sports allow you to do. You don’t need to sponsor the whole IPL or own a kabaddi team. You can start by sponsoring a jersey patch, running an influencer campaign with a rising athlete, or placing ads during OTT streaming of the games.
Franchise sports aren’t about flags and medals anymore — they’re about attention, entertainment, and consistent customer engagement. They’re India’s newest and most scalable marketing mall — and your brand deserves a place in it.
🏈 NFL: The Pinnacle of Sports Revenue (Insights)
Let’s understand franchise sports by looking at the most successful franchise sports league- National Football League (NFL).
| Aspect | Details |
| Revenue (2024) | $18 billion |
| Key Revenue Streams | Broadcasting, sponsorships, ticket sales, and merchandise. |
| Top Team | Dallas Cowboys ($10.1 billion) |
| Super Bowl | A global cultural event, ranking as the top broadcast annually. |
The NFL stands as the most lucrative sports league globally, generating $18 billion in revenue in 2024. Broadcasting rights and sponsorships are key drivers of this revenue. Additionally, the Dallas Cowboys, valued at $10.1 billion, are the most valuable sports team in the world. The Super Bowl, more than just a game, is a cultural phenomenon that draws in millions of viewers, providing unmatched advertising opportunities for brands.
Comparison with Other Major Leagues
| Rank | League | Sport | Revenue (2024) |
| 1 | National Football League | American Football | $18 billion |
| 2 | Major League Baseball | Baseball | $11.34 billion |
| 3 | National Basketball Assoc. | Basketball | $11.34 billion |
| 4 | Indian Premier League | Cricket | $9.5 billion |
| 5 | English Premier League | Football (Soccer) | $7.56 billion |
The NFL’s financial prowess underscores the immense potential of franchise sports leagues. Their ability to generate substantial revenue through diverse streams makes them attractive platforms for brands aiming to achieve significant visibility and engagement.
Franchise Sports: Expanding Reach Beyond Metro Cities
| Concept | Explanation |
| Pan-India Fandom | Teams have fanbases across India, not limited to one region. |
| Inclusive Talent | Talent is scouted from small towns and villages, not just urban areas. |
| Multicultural Appeal | Teams feature international players, expanding the demographic reach. |
In traditional sports, opportunities — both for players and brands — were usually limited to cities with strong local associations or legacy teams. But franchise sports change the rules.
Let’s break it down for you:
💡 Think of it like a digital marketplace.
Earlier, only a few brands in metro cities could afford a showroom in the mall. But then platforms like Amazon and Flipkart came in — suddenly, a seller from a small town in Gujarat could sell to someone in Chennai, Kolkata, or Delhi.
That’s what franchise sports have done for both athletes and advertisers.
How?
✅ Pan-India Fandom:
Even though “Chennai Super Kings” is based in Tamil Nadu, it has die-hard fans in Punjab and Kashmir. People support teams for their style, colors, or captains — not geography. This means if you sponsor a team or a player, your brand doesn’t stay local — it travels with the fanbase across India.
✅ Inclusive Talent Pipelines:
Franchise teams scout talent from villages, small towns, and academies — not just elite urban clubs. For instance, T. Natarajan, the son of a porter in Tamil Nadu, made it to the IPL and then to the Indian national team. Your brand could be on his jersey — and that story itself becomes an ad.
✅ Multicultural Brand Appeal:
Teams bring in foreign players too. When you advertise with a franchise, your message reaches diverse demographics — urban/rural, North/South, Gen Z to Gen X — all at once.
Bottom Line for You:
You don’t have to think about state lines, languages, or local loyalties. With franchise sports, you get a readymade pan-India stage — and your brand doesn’t need to speak multiple dialects to be understood. The team does that for you.
A 100-Year-Old Playbook: The Story of How Sports Became Big Business
| Milestone | Year | Event |
| NFL’s Formation | 1920 | Established as a privately owned league, now worth $18 billion. |
| NBA’s Cultural Shift | 1946 | Introduced athlete branding and celebrity culture, revolutionizing sports marketing. |
| Premier League’s Global Expansion | 1992 | Reached global audiences, particularly in Asia and Africa. |
| IPL’s Reimagining of Cricket | 2008 | Introduced private ownership, player auctions, and OTT streaming, transforming cricket into a business-driven league. |
The evolution of franchise sports has transformed them from traditional games into global business powerhouses. The NFL’s founding in 1920 marked the beginning of a new business model, with teams privately owned and generating significant revenue through broadcasting and ticket sales. The NBA took sports marketing to new heights by integrating celebrity culture and athlete branding. The English Premier League expanded its reach globally, tapping into new markets. The Indian Premier League (IPL), launched in 2008, completely redefined cricket by introducing private ownership, player auctions, and digital platforms, positioning itself as a multi-billion-dollar business.
Here’s a brief history of some of World’s biggest sports leagues:
🕰️ 1920 – USA – The Birth of a Business League
In America, people loved watching football. But 32 team owners came together and said — why not run this like a business? That’s how the NFL was born. Teams were privately owned, players were contracted, and fans paid to watch. It worked — and it grew into an $18 billion empire today.
📍Fun Fact: The Dallas Cowboys, despite not winning a Super Bowl since 1995, are still the most valuable sports team globally (worth over $10.1 billion) — thanks to their merchandising and branding strategy.
📍Brand Win: In the 1980s, Nike wasn’t a giant. Its big break came from the NFL and NBA, launching athlete-driven products. Today, Nike is the face of sportswear globally — built off its sports franchise collaborations.
🎤 1946 – USA – NBA Adds the Glamour
Then came basketball. But the NBA added masala — halftime shows, celebrity fans, sneaker culture. They didn’t just sell tickets, they sold identity and aspiration.
📍Fun Fact: Before the NBA went big, players wore generic shoes. The NBA enabled signature shoes — like Michael Jordan’s “Air Jordans.”
📍Brand Win: Air Jordan is now a $5 billion brand on its own. It began as a player-brand collab within the NBA ecosystem — proving that leagues could become fashion and culture platforms too.
📺 1992 – UK – Premier League Goes Global
English football got a makeover. They rebranded as the Premier League, struck global broadcasting deals, and made Manchester United and Arsenal household names in India, Africa, and Asia.
📍Fun Fact: Leicester City won the league in 2016 at 5000-to-1 odds — the biggest underdog win in sports history.
📍Brand Win: Their sponsor King Power, a Thai duty-free chain, saw a surge in global recognition — proving that even mid-sized brands could win big with the right underdog.
🔥 2008 – India – The IPL Revolution
India already had fans, but it lacked packaging. Then came the IPL — auctions, cheerleaders, OTT streaming, brand deals, regional rivalries.
📍Fun Fact: MS Dhoni was bought for ₹6 crore in IPL’s first auction — a bet that built not just a team (Chennai Super Kings), but a fandom and brand ecosystem.
📍Brand Win: Dream11 was a young startup in 2016. By 2020, it became IPL’s title sponsor. Today, it has 160M+ users and dominates India’s fantasy sports space. It built brand equity not by advertising after IPL — but inside it.
🥋 Bonus: The Kabaddi Story – From Village Grounds to Prime-Time TV
Pro Kabaddi League (PKL) proved that even “non-TV” sports could be franchise-ready. With player auctions, franchise teams, and city rivalries, kabaddi got a new identity.
📍Fun Fact: In two years, PKL became India’s second-most-watched sports league, just behind IPL.
📍Brand Win: Shriram Finance, once a South Indian brand, went national via PKL sponsorship — without IPL-level spends.
🎯 What’s the takeaway?
This journey proves that:
- Sports are no longer seasonal. They’re full-time, multi-format entertainment businesses.
- Franchise formats work across cultures, from NFL to IPL to PKL.
- Small or medium brands can win — by being present in the right moment, with the right athlete, or even the right underdog team.
You don’t need ₹100 crores. You just need timing, creativity, and courage to show up where the attention already lives.
The IPL Story: A Game-Changer in Sports Marketing
Let’s rewind to 2008. A time when cricket meant only India vs Pakistan, or maybe a World Cup. Then came an idea that changed everything: what if cricket was reimagined like the NBA or Premier League — with teams, cities, and private owners?
| Year | Key Event | Impact |
| 2008 | IPL launches with 8 teams | Secured a $1B broadcast deal, transforming cricket’s commercial appeal. |
| 2009 | IPL moves to South Africa | Proved IPL’s appeal beyond India. |
| 2011 | Two more teams added | Increased the league’s visibility and brand opportunities. |
| 2015 | Digital streaming of matches begin | People start watching on mobile. Twitter, Facebook, and Hotstar begin streaming games. |
| 2018 | Multi-language telecast breaks records | Advertisers can reach Tier 2 and Tier 3 cities in their local language, through cricket. |
| 2020 | Record OTT viewership | Boosted digital engagement; Dream11 becomes title sponsor. |
| 2023 | Viacom18 bags digital rights, Disney retains TV | OTT-first advertisers like CRED, Meesho, and boAt dominate airtime |
| 2024-25 | Over 700 brands advertise in IPL 2024 | IPL becomes the #1 media property in India — not just in sports, but across all TV + digital entertainment. |
Since its inception in 2008, the IPL has become a transformative platform for sports marketing in India and globally. With a $1 billion broadcast deal in its first season, the IPL set new standards for commercial success in cricket. As the league grew, it added more teams and expanded its reach, proving its ability to thrive across diverse venues, such as its relocation to South Africa in 2009. The rise of OTT viewership during the 2020 season further amplified its digital presence, attracting major sponsors like Dream11, which capitalized on IPL’s massive digital audience.
Today, IPL is:
- A launchpad for startups (think Dream11, boAt, My11Circle)
- A celebrity-powered entertainment zone (Dhoni x Jio, Kohli x Puma)
- A regional and national engagement machine
This is not just cricket. This is India’s annual marketing Super Bowl. And it’s not just for billion-dollar brands. There’s space for regional sponsors, digital-only partnerships, and smart storytelling — if you’re early and know your audience.
From Village Grounds to Stadium Lights: How Franchise Leagues Unlock Dreams — for Players & Brands
Let’s flip the camera around. So far, we’ve talked about leagues, teams, and advertisers. But what about the heroes on the field?
Franchise sports didn’t just change how matches are played — they changed who gets to play. And for brands, that opened up a whole new way to connect with authentic, real India stories.
Let’s walk through a few powerful examples:
🏏 T. Natarajan – From Net Bowler to National Icon
- Son of a daily wage laborer in Tamil Nadu
- Spotted while playing TNPL (a state league)
- Picked by Sunrisers Hyderabad in IPL
- Debuted for India during a tour of Australia — and won hearts with his calm under pressure
What changed his life? The franchise model. Without it, selectors may never have seen him.
For brands: This is the kind of story that sells naturally — determination, grit, and humble beginnings. Imagine your brand being associated with a player like this. You’re not just buying ad space — you’re backing a dream.
🤼 Sahil Gulia – Grassroots Glory in Pro Kabaddi
- Grew up in Haryana playing kabaddi in dusty fields
- No brand sponsors. No media attention.
- Drafted into Pro Kabaddi League
- Now a household name in kabaddi circles, featured on national broadcasts
For brands: Kabaddi players come from heartland India. Partnering with one gives you a direct connection with Tier 2 & 3 audiences who see them as local heroes.
🏏 WPL – Women Breaking Barriers
- In the inaugural Women’s Premier League (WPL), over 40% of players had never played for India
- Many came from small towns, railways teams, or state-level academies
- Today, they play under the spotlight, get access to fitness trainers, sports psychologists, and media training
For brands: These are first-mover stories. Supporting women in sport isn’t just good optics — it builds brand trust, especially among younger and progressive buyers. A WPL jersey patch or co-branded story with a rising female athlete is an untapped goldmine.
These stories of perseverance and success underscore the potential for brands to align themselves with athletes who represent the authentic, aspirational spirit of Indian sports. By partnering with these players, brands can connect with local communities and resonate deeply with the values of hard work and determination.
🌱 The Bigger Picture: What This Means for India (and You)
Franchise sports have democratized opportunity. Talent no longer needs to come from elite academies or expensive metros. If you’re good, the system finds you.
And that’s good news for brands too. Because now, your brand story doesn’t have to sit next to the usual celebrity. It can travel with a first-gen kabaddi player, or a WPL bowler from Ranchi, or a cricketer whose family had no TV to watch his debut.
These athletes bring:
- Authenticity
- Loyalty from their hometowns
- Aspirational value that mass audiences relate to
Franchise leagues don’t just mint champions — they mint brand stories that India believes in.
It’s Not Just a Game — It’s an Ecosystem Where Everyone Wins
Franchise sports have become a comprehensive ecosystem where sports, media, entertainment, and business converge, offering brands multiple ways to engage and monetize.
| Element | Key Points |
| Sports | Fans are drawn by skill and performance, ensuring high engagement. |
| Media | Broadcasting and OTT deals turn every match into prime-time content, amplifying visibility for brands. |
| Entertainment | Celebrities, music, and drama increase the appeal of franchise leagues. |
| Business | Multiple monetization opportunities, including fantasy leagues, NFTs, and sponsorships. |
Let’s pause for a second.
You might be thinking: “Okay, this all sounds exciting — big leagues, rising stars, cool ads… but I’m not in the sports business. How does this actually work for me?”
Well, here’s the truth: franchise sports are not just about sports anymore.
They are a full-fledged business engine — where sport meets media, entertainment, and commerce. And when they all come together, they create something far more powerful: a brand playground.
The 4 Forces That Make Franchise Sports a Business Ecosystem:
🟢 SPORTS = Skill, thrill, performance
Structured leagues, professional training, national icons – all drawing in die-hard fanbases. They keep people coming back every season.
📺 MEDIA = Attention engine
TV + OTT rights (JioCinema paid ₹23,758 Cr for IPL’s digital rights!) turn every match into advertising prime-time. It’s the new IPL News Hour – but everyone’s watching.
🎤 ENTERTAINMENT = Celebs, music, drama
From Shah Rukh Khan at Eden Gardens to opening ceremonies with singers and dancers — this is Bollywood + Sports + Showbiz rolled into one.
💰 BUSINESS = Where brands make money
Fantasy apps (like Dream11), food delivery tie-ups, ticketing partners, branded NFTs (FanCraze), AR games, social media influencers – it’s a mall of monetization.
🎯 So What’s In It For You?
If you sell insurance, you don’t need to understand cover drives – you need to know which players your customers love and create a micro-campaign.
If you’re a regional fashion brand, you don’t need a celebrity ad film – just sponsor your local kabaddi team’s training kit and post behind-the-scenes reels.
If you’re a fintech app, don’t buy TV time – sponsor fantasy leagues, or give cashback for every six hit by a certain team.
Franchise sports are no longer “for the sports industry” – they are the heartbeat of India’s attention economy.
If you want to sell to Indians – sports is already where they are.
IPL: India’s Marketing Super Bowl – and the Domino Effect
IPL isn’t just a cricket tournament. It’s India’s annual advertising festival, influencer playground, and brand battle royale – all rolled into one.
From the YouGov Cricket Fandom Report (April 2025):
- 91% of urban cricket fans recall brand ads during IPL
- Top recall includes Dream11, CRED, Amazon, and RuPay
- 68% say they explored a brand after seeing it during a match
From GroupM Sports Report:
- Over 700 brands advertised during IPL 2024
- From Tata Neu to boAt to JioMart, everyone showed up – with jersey branding, bumpers, and clever influencer tie-ins
But the real magic? Fans don’t skip ads during IPL – they enjoy them. For a brand, there is no better moment to insert yourself into the Indian cultural conversation.
The Domino Effect: Rise of Franchise Sports Across India
Thanks to IPL’s success, every sport now wants – and deserves – its own league. The franchise model has gone mainstream. And that’s not just good for players or broadcasters – it’s great news for brands.
Here’s what’s rising:
| League | Sport | Viewership (2024 est.) | Top Brands |
| PKL | Kabaddi | 250M+ | Dream11, Shriram Finance |
| ISL | Football | 200M+ | Parimatch, Nandini |
| WPL | Women’s Cricket | 170M+ | Tata, CEAT, Amul |
These leagues have:
- Lower clutter, so your brand has higher Share of Voice (SOV)
- Hyperlocal pull, allowing you to geo-target regions (e.g., sponsor Tamil Thalaivas to win over the South)
- Digital + On-ground synergy – think contests, mascot collabs, vernacular memes, and influencer reels
🧠 And here’s a BIG insight from YouGov:
Indian sports fans are not casual watchers. They are:
- Passionate (they switch jerseys but not loyalties)
- Persuasive (they influence family & friends to follow teams or buy merch)
- Multi-format consumers (they follow cricket, kabaddi, football, and women’s leagues alike)
In short: Sports lovers are your most valuable marketing audience. They consume, they convert, and they carry your story forward.
So while IPL may have been the spark — today, the fire has spread.
For every budget and brand size, there’s now a league, a team, or a sport where your message can shine.
Case Studies: Brands That Rode the Sports Wave in India
Let’s now zoom in on the brands that didn’t just advertise around sports – they built their identity on it.
Here are a few very different playbooks, all winning big in India’s franchise sports ecosystem:
🎯 Dream Sports (Fantasy & Real Money Gaming)
- Flagship Brand: Dream11
- Playbook: From fantasy gaming to IPL title sponsor, Dream11 made its biggest leap by embedding itself inside the sport.
- What Worked: Early bets on fantasy engagement, player tie-ups, vernacular campaigns, and loyalty points during match time.
- Result: Now with 160M+ users, it’s not just a gaming app – it’s a part of India’s cricket-watching ritual.
📺 FanCode (Sports Streaming & E-commerce)
- Playbook: Didn’t compete with the big broadcasters. Instead, it targeted underserved audiences: regional leagues, college tournaments, and niche sports.
- What Worked: Streaming kabaddi, basketball, and grassroots cricket + selling official merch through its own app.
- Result: Built a loyal user base by being the home for fans who wanted more than just IPL. Also tied up with over 25 leagues.
🏋️ JSW Sports (Athlete Management & Ownership)
- Playbook: Went beyond team ownership. JSW sponsors Olympic athletes like Neeraj Chopra and manages training via Inspire Institute of Sport.
- What Worked: Blended CSR + performance marketing. When their athletes win, JSW wins the headlines.
- Result: Elevated India’s non-cricket sports culture and showed brands how to authentically back athletes – not just tournaments.
📊 Sportz Interactive (Tech + Data + Visuals)
- Playbook: This B2B sports tech company powers graphics, fantasy scoring engines, APIs, and storytelling formats for broadcasters.
- What Worked: Instead of being a sponsor, they became an infrastructure provider – making live sports look better and data-rich.
- Result: Behind-the-scenes player in hundreds of leagues, but a profit-making one – proving that sports tech is a viable business.
💳 CRED (Fintech & Premium Branding)
- Playbook: CRED didn’t try to sell credit cards during IPL. Instead, it ran quirky, retro-style ads with Rahul Dravid (“Indiranagar ka Gunda”), Kapil Dev, and Neeraj Chopra – turning nostalgia into brand virality.
- What Worked: Positioned itself as a premium, tech-savvy brand with a sense of humor. Its campaigns became memes, reels, and Twitter gold.
- Result: 10x increase in app downloads during IPL 2021. Became a talking point far beyond fintech.
🧩 What do these stories show?
- You don’t need a ₹100 Cr campaign. You need a sharp strategy.
- Some brands used sponsorships (Dream11), others tech (Sportz Interactive), others told real stories (JSW), and some just filled a fan need (FanCode).
Sports marketing in India isn’t one-size-fits-all – and that’s exactly why it works.
Emerging Leagues: Premium Spaces with Untapped Potential
By now, you might be thinking – “IPL sounds amazing… but isn’t it too crowded for smaller brands like mine?” That’s a fair concern.
But here’s the flip side: franchise sports in India are still very young. IPL is just the tip of the iceberg. Beneath it is a fast-rising ecosystem of new leagues, new fans, and new brand opportunities – all waiting for early movers.
Let’s unpack this.
📊 From the YouGov Indian Cricket Report (2025):
- 41.6% of male IPL fans and 37.8% of female IPL fans also follow WPL (Women’s Premier League)
- WPL saw 23% higher brand recall among first-time cricket fans
- 68% of respondents said female athletes are just as marketable as male stars
This tells us something powerful: sports fans aren’t loyal to one game – they’re loyal to good stories. If they follow IPL, they’ll likely follow WPL, PKL, ISL, or even the new Rugby Premier League.
🧨 But Here’s the Real Opportunity
Emerging leagues aren’t saturated. There’s:
- More visibility for every sponsor
- Lower cost of entry
- First-mover advantage (you can grow with the league)
This is where smaller brands can punch above their weight.
🌱 Let’s Look at a Few Examples
🔸 Shriram Finance x Pro Kabaddi League
Once a regional financial brand, they went national through PKL. Kabaddi’s earthy, local flavor matched their brand identity. Today, Shriram is recognized from Assam to Andhra.
🔸 CEAT x WPL
CEAT was an IPL sponsor, but they went deeper by sponsoring WPL. The alignment with women athletes gave them positive brand equity in the younger and progressive segments.
🔸 King Power x Leicester City (Global)
Started as a Thai duty-free chain. Their underdog team won the EPL in 2016 — and their brand exploded globally. Proof that small brands can win big with the right moment.
🔸 Smart Water x LA Knight Riders (USA)
As the MLC takes off in the U.S., Indian brands like Smart Water are using the diaspora cricket market to plant early flags and build goodwill.
💡 Final Takeaway
India’s new sports leagues – WPL, UTT, RPL, ISL, and more – are like IPOs. They haven’t peaked yet. And that’s what makes them the smartest buy.
If you associate with a league now:
- You’ll be remembered as a founding partner
- You’ll grow with the audience
- You’ll pay less and get more
And remember: sports fans are multi-sport fans. If you build trust with them in kabaddi or WPL, that recall will carry into other leagues too.
Franchise sports may feel mature because of IPL – but really, this journey is just getting started.
How to Get Started: A Playbook for Curious Brands
If you’ve read this far, you’re probably wondering – “Is this for me? Should I really consider sports marketing?”
Here’s a quick self-check:
✅ Ask Yourself:
- Do you want to build trust with Indian consumers?
- Do you want your brand to feel aspirational, fun, and memorable?
- Do you want consistent engagement across TV, digital, regional, and social?
If yes, then franchise sports marketing isn’t just for you – it might be the best move you make this year.
💼 5 Proven Ways to Enter Sports Marketing (For Any Brand Size)
- Paid Ads:
- Start small by buying OTT slots during WPL, PKL, or UTT matches. It’s cost-effective and scalable.
- Team Partnerships:
- Many emerging teams offer associate sponsorships in the ₹50L to ₹3Cr/season range. That includes jersey space, content rights, and local fan access.
- Content Collaborations:
- Make a short docuseries or behind-the-scenes content with a rising athlete. Think: “Inside Kabaddi” or “WPL Diaries.” Brands like boAt and Puma already do this.
- CSR x Branding:
- Tie up with training academies (like JSW Inspire) to empower talent while building brand goodwill. A great move for BFSI, edtech, or healthcare brands.
- Fan-led Campaigns:
- Co-create prediction contests, fantasy leagues, or AR filters for social. Sports fans love interaction – and they’ll love your brand for enabling it.
🧪 Bonus: A Hypothetical Brand Example
Let’s say you own a regional dairy brand called “FarmFresh” in Maharashtra.
- You sponsor Puneri Paltan in PKL
- Run a campaign: “Pure Power from Pune” featuring kabaddi players’ nutrition routines
- Offer match-day coupons via milk pouches in Pune & Kolhapur
- Create a short video series on “local heroes, local produce”
Result? You’ve just become synonymous with strength, culture, and community – without spending IPL-level money.
Conclusion: The Opportunity in Franchise Sports Marketing
Conclusion: India’s Franchise Revolution is Now
From ₹2,423 Cr in 2008 to ₹16,633 Cr in 2024 – the Indian sports economy is now a multi-sector growth engine. But this isn’t just about media buying or cricket fandom.
This is about being where India is passionate, vocal, and loyal.
Whether you’re a D2C startup or a legacy player, franchise sports give you a way to move from brand awareness to brand belonging.
So, dear reader – before you dive in, here’s a note of caution. Sports marketing, especially franchise sports, is a pure brand-building exercise. It’s not built for short-term performance or direct conversions.
If your business is still figuring out basic profitability, or if your marketing needs are driven purely by ROI-linked metrics – this might not be your moment yet. Sports works best when you’re looking to build long-term recall, trust, and emotional affinity with consumers.
However, if you have a solid foundation and want to create brand memory – then this could be your smartest long-term play.
👉 We recommend starting a conversation with The Media Ant – our platform has helped 1000+ brands across industries explore the right fit across sports leagues, geographies, and budgets.
From placing regional dairy brands on PKL team jerseys to onboarding fintech apps as OTT sponsors during WPL – we’ve seen what works and what doesn’t.
If you’d like examples or a no-pressure consultation, reach out to our team. We’d be happy to help you make an informed, confident choice.
Now, start asking the real question: “Which sport, team, or story can my brand grow with?”
Start asking: “Which sport, team, or story can my brand grow with?”
The playing field is wide open. Time to take your shot.
FAQs: Franchise Sports Marketing in India
1. What is franchise sports marketing?
Franchise sports marketing refers to the promotion and advertising strategies used by brands within franchise-based sports leagues, such as IPL, NBA, and EPL. These leagues are built on privately-owned teams that operate like businesses, offering brands a platform for extensive visibility, sponsorship opportunities, and fan engagement through various media channels.
2. How has the IPL transformed sports marketing in India?
Since its launch in 2008, the IPL has set new standards for commercial success in cricket. The league’s $1 billion broadcast deal in its first season and its transition to OTT platforms have made it a global sports marketing powerhouse. Brands like Dream11, boAt, and Puma have capitalized on IPL’s massive viewership, turning it into a launchpad for brand visibility and engagement.
3. What are the key sponsorship opportunities in IPL?
Sponsorship opportunities in IPL range from jersey branding, digital ads, and team partnerships to title sponsorships. Brands can also tap into OTT ad slots and collaborate with players through influencer campaigns. This provides a flexible marketing approach suitable for both large and small brands.
4. How can smaller brands benefit from emerging sports leagues in India?
Emerging sports leagues like PKL, ISL, and WPL provide a lower clutter environment, making it easier for smaller brands to stand out. These leagues also offer regional targeting and digital-first opportunities, allowing brands to engage with specific fan groups, especially in Tier 2 and Tier 3 cities.
5. Why is IPL considered a celebrity-powered entertainment platform?
IPL has evolved from a cricket tournament into a celebrity-driven entertainment zone. With celebrities like Shah Rukh Khan, Preity Zinta, and M.S. Dhoni involved as team owners, the league blends sports, entertainment, and business, attracting fans not only for the game but for the larger-than-life spectacle surrounding it.
6. What is the impact of digital transformation on IPL viewership?
The rise of OTT platforms like Hotstar and JioCinema has significantly boosted IPL’s digital viewership. In 2020, during the pandemic, IPL’s shift to the UAE saw record OTT numbers, attracting millions of viewers globally. This digital shift has made the league even more accessible and attracted major advertisers focused on reaching younger, tech-savvy audiences.
7. Can smaller brands enter IPL marketing without spending millions?
Yes! Smaller brands can start by sponsoring individual players, specific team events, or even running digital-only campaigns during IPL matches. This provides a cost-effective way to leverage the IPL’s vast fanbase without the hefty price tag of full-team sponsorships.
8. How does IPL compare to other global sports leagues in terms of sponsorship?
While IPL may be a relatively young league, it has rapidly become one of the most valuable sports leagues in the world. With over 700 brands advertising during IPL 2024, the league has surpassed many traditional sports leagues in terms of brand recall, advertising reach, and sponsorship opportunities.
9. What are the long-term benefits of sports marketing in franchise leagues?
Sports marketing in franchise leagues like IPL offers long-term brand recall, especially through fan loyalty. The ability to engage directly with audiences in both physical and digital formats allows brands to build emotional connections and create a legacy beyond just one season.
10. What does the future of franchise sports marketing look like in India?
The future of franchise sports marketing in India is bright, with new sports leagues like WPL and PKL rising in popularity. As digital platforms grow and the sports industry continues to expand, brands will have more opportunities to engage with diverse fan bases through innovative marketing and regional targeting.
Reference Article:
YouGov Indian Cricket Fandom Report (2025)
YouGov Cricket Fandom Report 2025
GroupM India Sports Sponsorship Report (2024)
GroupM India Sports Sponsorship Report
Economic Times – IPL Sponsorship Trends
Economic Times: IPL Sponsorship
Forbes – Sports Sponsorship in India
Forbes: Sports Sponsorship in India
AdEx India – The Impact of IPL on Brand Recall
AdEx: IPL Brand Recall
