Brand Impact through Sports Marketing
Sports and marketing have always been intertwined. For instance, similar to the way endorsement deals work today, ancient Greek athletes were usually sponsored by wealthy patrons. These customers would enjoy such recognition just as it happens in modern branding, through poetry and statues.
Skip ahead to the 20th century, and it’s a whole new world with television. The development of sports broadcasting in the 1950s created a rich environment for brands to get access to large audiences. One of the earliest instances is Gillette’s sponsorship for a World Series match in 1952. This would be a turning point as televised sports emerged to become an effective marketing tool.
However, there may be no better illustration of the concept behind sports marketing than the Michael Jordan and Nike collaboration. In 1984, Nike as a growing athletic brand signed Jordan who was a budding basketball player. It was as a result of this partnership that the Air Jordan brand came to life and went on to redefine sports endorsements. Air Jordan’s accomplishment showed that the power of athlete endorsements could reach beyond their sport, creating a fad and massive brand development.
Indian Premier League: The Ultimate Fusion of Entertainment and Cricket
Established in a great but complex social fabric of present-day India, IPL 2025 on JioCinema+Star Sports would be watched by 900 million and occupy a zenith of mainstream culture. Emerging as the most searched term in the year 2024, the IPL is no longer a cricket tournament. It’s a phenomenon that rallies the heart of India’s popular culture. Dominating Google search trends in 2024 as the most inquired topic, IPL has evolved beyond a mere cricket tournament – it’s a cultural phenomenon that captivates the heart of the nation.
As we embrace IPL 2025, we celebrate the fusion of entertainment and athleticism that resonates across a dynamically expanding country – from metros sprawling beyond their seams to towns burgeoning at their brims. This league is not just watched, it’s fervently followed, dissected, and discussed in tea stalls and boardrooms alike.
Comparing India’s economic development from $ 1.2 trillion to a staggering 3.6 trillion dollars, IPL has expanded its limits. Last year platforms such as JioCinema began circulating around cricket with an addition of over 620 million viewership during the IPL season, which made every match into a blockbuster.
While the first season took place in various parts of the country through JioBharat, the second season of this show will go even deeper into every corner of the country through 20 million devices on JioBharat and another 420 Million through handheld devices (mobile, tablet laptops etc) & 200 Million through Connected TV screens during the 2025 season. Surprisingly, IPL carries on retaining its position in the Google trend, which suggests that it is still one of the ever blossoming tendencies.
IPL 2025 this is not just a spectacle which we are witnessing but a drama in which we are engaged on the ground. Where each ball bowled and each wicket taken is a narrative of a nation’s love, aspiration and indomitable spirit.
IPL 2025: Unveiling the Exciting Schedule and Match Insights
Thus with the preparation moving forward towards the March for 2025, cricket fans are already looking forward to the forthcoming of the 18th Indian Premier League ON March 21st, 2025. The upcoming season of TATA IPL, in addition to another intense battle between ten teams, and the game of cricket itself, will witness some major changes in its broadcasting portfolio.
The two-time consecutive winners, Kolkata Knight Riders, are lagging great expectations on them to add up their fourth trophy to their collection after they defeated Sunrisers Hyderabad in the previous final match. Until May 25th, the IPL Governing Council has ensured that the overall number of matches remains 74 while further plans are being made for increasing the number to 84 in the future seasons.
This season is a turning point for IPL in terms of broadcasting. After one of the biggest overtures in the media and entertainment industry where Reliance Industries’ Viacom18 and The Walt Disney Company Star India comes together, the combined entity JioStar will be holding the broadcasting baton. This change implies that a familiar digital platform that is JioCinema would be replaced by Disney+ Hotstar which sizes up IPL’s digital viewership after years of its divided rights.
It is not just cricket when the golf teams assemble and the tactical preparations rage on, IPL in 2025. As it is about how broadcasting of sports has changed, how it has adapted, and how it should accept the changes for the better and how the millions who are fans of the game are amazing.
JioCinema’s IPL Live: Transforming Your Phone into a Virtual Stadium
In its attempt to generate revenue levels, The Board of Control for Cricket in India (BCCI) was able to achieve television and other digital rights that were sold by Disney Star and Viacom18.
The rights to TV broadcasting of the IPL were retained with Disney Star for a consideration of Rs 23,575 crore. This portrait is a sign of a big investment, proving the level of value that IPL and public interest made.
One amongst numerous illustrations toward this matter is that Viacom18 recently entered into the digital broadcasting domain in bid of IPL rights equivalent to Rs. 20,500 crore. It is for this reason that the shift underlines the function of digital platforms in sportscasting and intensifies the increase of the digitization method consuming sports content.
The deal of combined values for both television and digital rights in the Indian subcontinent was worth INR 4,4075 crore rupees, and such economical magnitude is seen to benefit on money flows from other countries. Rights were kept with Disney Star by paying an amount of Rs 23,575 crore. This portrait is a major investment, showing the level value provided by IPL and public interest used.
One of the many illustrations toward this matter is that Viacom18 made a major splash into the digital broadcasting domain by winning IPL rights at an amount worth Rs. 20,500 crore bids. This shift further highlights the role of digital platforms in sportcasting and complements the rise of the digitization method responsible for consuming sports content.
The deal of combined values regarding the television and digital rights in the Indian subcontinent was a whopping amount of 4,4075 crore rupees which shows such economical magnitude that benefits on money flows from other countries. This valuation cements the league’s status as one of the richest in whatever category of sport on the planet.
This was done through an e-auction of the media rights package A – (TV in India and South Asia), B- (digital in the subcontinent) and others. The steps in the auction process specified and precise as were planned to yield the highest possible monetary benefit for the BCCI.
This acquisition by Disney Star and Viacom18 will certainly have implications as to how often or at what rate cricket will be viewed in India and even around the globe. Digital rights introduced are well again a chance for Viacom18 to make the IPL available differently including on the smartphone.
It is this changing state of play that is seen in the strategic distribution of media rights across the television medium and the digital space. This doesn’t only guarantee extensive audience reach across various media but also satisfies the various categories of cricket lovers; the Television viewers, the Broadcaster viewers, The Web/Internet viewers amongst others.
Audience Insights: Crafting Successful Campaigns on JioCinema
JioCinema’s user engagement in the context of IPL 2025 certainly highlights how big sporting events can amplify digital traffic. During the IPL 2025, which ran from late March to May, JioCinema saw some impressive engagement metrics. The platform had around 101 million monthly active users consistently engaging with the app, showcasing the strong pull of its content, likely boosted by the cricket matches.
Moreover, the strategic match timings – mostly evening games starting at 7:30 PM—cater to prime viewership hours, which JioCinema capitalizes on to enhance viewer experience, drawing in a large number of monthly active users, as evidenced in May when daily active users soared to 156.4 million. The IPL 2025 not only promises thrilling cricket action but also drives digital engagement,showcasing how major sporting events can amplify app usage and website traffic.
On the website front, throughout the year, JioCinema attracted about 75.03 million visits, with a unique visitor count of 18 million. This broad reach indicates significant visibility and suggests that special events like the IPL can really widen the audience, pulling in both regular and new viewers.
The synergy between the IPL 2025 excitement and JioCinema’s digital presence is a great example of how seasonal sports events can enhance user engagement on streaming platforms
Exploring Diverse Advertising Avenues in IPL on JioCinema
Preroll + Native Companion CTA
Before the first ball is bowled, your brand can make a powerful first impression. Preroll ads on JioCinema are the opening act of your marketing campaign, delivering a punchy, engaging video to a captive audience eager for the game to start. Accompanied by a Native Companion CTA, these ads go beyond mere visibility, they invite action. Imagine a compelling call-to-action button that lingers on-screen, coaxing viewers to click through for a special offer or more information, effectively turning initial curiosity into meaningful engagement.
Midroll – Carousel
As the innings progress, so does your opportunity to shine with Midroll Carousel ads. Perfectly timed during natural game breaks, these ads offer viewers a dynamic, interactive experience. Picture a series of cards, each one showcasing a different aspect of your product or service. Viewers can swipe through at their leisure, exploring your offerings in a fun, engaging way. This format is ideal for brands with multiple products or varied messages, allowing each one to have its moment in the spotlight.
Midroll – Banner
Midroll Banners are the marathon runners of IPL advertising—consistent, steady, and unobtrusive. Positioned subtly at the bottom of the screen during live action, these banners offer a persistent visual cue that keeps your brand top of mind without interrupting the viewer’s experience. This gentle reminder can boost brand recall and influence decision-making long after the game is over.
Fence Ads – Carousel
Fence Ads with Carousel features bring a visual feast right to the boundary line of the viewer’s screen. Surrounding the live game feed, these ads are impossible to ignore, providing a panoramic display of your products or services. Viewers can indulge in a carousel that rotates through different images or messages, giving them a comprehensive look at what you offer while the excitement of the game keeps them glued to their screens.
Fence Ads – Expandable Banner
When space is at a premium, Expandable Banners are your secret weapon. Starting as a compact, intriguing banner, this ad format expands when interacted with, revealing a larger, more immersive advertisement. This transformation not only captures attention but also provides ample space for creative storytelling or detailed explanations, all without ever leaving the game environment.
Frame Ad – Carousel
Frame Ads with Carousel options turn every advertisement into a masterpiece framed around the live game feed. This format allows for multiple messages or images to rotate around the action, creating a dynamic advertising experience that keeps the viewer engaged through visual variety and creativity.
Frame Ad – CTA
Encase your call-to-action within the very frame of the IPL broadcast. This format ensures that your most crucial message or offer is visible at all times, encircling the live action with a clear, compelling CTA. It’s like having a digital billboard that not only surrounds the game but also invites immediate engagement, perfect for prompting quick decisions and building direct relationships with your audience.
The shift towards streaming is bringing live sports right into the digital era, and JioCinema is at the forefront of this transition.
The Shift to Streaming
First off, it’s no secret that streaming platforms like JioCinema are becoming the go-to place for watching live sports, including the beloved IPL. With more viewers cutting the cord and switching to platforms that offer flexibility and convenience, the scope for targeted advertising has exponentially grown. This year, IPL 2025 is not just a sports event; it’s a digital fest ready to showcase innovative ad formats!
Spotlight on CTV Devices
One of the hottest trends this season is the rise of Connected TV (CTV) devices. Homes across India are increasingly equipped with Smart TVs and devices that offer internet-enabled streaming. This shift opens up a spectacular avenue for advertisers. Imagine your brand’s video ad running during the IPL breaks on a big Smart TV screen, offering a richer and more engaging viewer experience. The impact is both high-quality and hard to miss!
Ad Assets on Display
Now, let’s talk about the types of ad assets that are making waves. Spot buys are a fantastic option if you’re looking to make a big splash. Whether it’s a gripping video ad that tells a compelling story or a vibrant display ad that captures attention, spot buys allow for creative freedom and instant impact.
Embracing CPM Buys for Cohorts
Moreover, CPM (Cost Per Mille) buys are tailored for those who want precise targeting. This year, JioCinema allows advertisers to target up to five different viewer cohorts based on demographics, viewing habits, and device usage. This means your ads can be strategically placed to reach the right audience at the right time, maximizing engagement and effectiveness. Whether it’s reaching die-hard cricket enthusiasts or casual viewers during IPL, CPM buys ensure that every impression counts.
IPL 2025 on JioCinema: Understanding the Targeting Options
These are targeting options for advertising in JioCinema:
Geo-Targeting: This freedom brought me to envision the IPL that is equally intimate and snug as the micro-local context that it is being enjoyed in. At the same time, fans in 32 states and 38 focused cities can access content carefully selected to have a particular flavor and language. It’s either you are supporting your team in Chennai or the team in Rajasthan, JioCinema brings the game into your living room.
Multi-Device Accessibility: No moment on or off the field gets missed with JioCinema’s cross device streaming every screen, every moment. Whether you’re using your handheld device on the go; your corporate web browser in the office; or your Connected TV (CTV) in the comfort of your living room, our platform makes sure you do not miss any moment live, in any one of the 12 languages. Your game, your terms.
Demographic Precision: Segmentation Knowing our customer’s personality, their age and their gender helps JioCinema create a more appealing view experience for its customers. From the ads for which we create unique markets based on different ages and genders and matching highlights to your IPL adventure, our service makes it more personal.
Reach Premium Audiences: This year, JioCinema focuses on premium targeting, allowing you to direct your ads at audiences with a spending threshold of over ₹50K. Ideal for brands looking to engage with high-net-worth individuals.
Connected TV (CTV) Advertising: As more households choose smart TVs, advertising via CTVs on JioCinema presents a unique opportunity to capture the attention of families watching together. It’s a perfect scene for immersive, impactful advertising.
iOS User Targeting: With device-specific options, you can also target iOS users, who typically represent a tech-savvy and affluent demographic. It’s a great strategy if your product or service aligns with a more premium lifestyle.
Advanced Targeting Techniques:
First-Party Data Activation: Leveraging Jio’s robust, privacy-compliant first-party data, we offer a secure and precise targeting that respects user privacy while enhancing engagement.
Interest-Based Targeting: From cricket aficionados to casual viewers, our interest-based targeting connects your brand with the right segment, enhancing relevance and response.
Retargeting Strategies: Go beyond conventional boundaries with both inclusion and exclusion retargeting techniques, ensuring your messages reach those who matter most- or don’t, as strategy dictates.
Lookalike Audiences: Expand your reach effectively. By identifying and targeting lookalike audiences, JioCinema helps brands scale their visibility and impact among users who resemble their best customers.
Exploring the Diverse Sponsorship Opportunities in IPL 2025
This season of the IPL is the first to air after the mega merger between Reliance Industries and the Viacom18 group resulting from the partnership with the company Syndication by Walt Disney Company’s Star India. The merged entity arising from this merger goes by the brand name of JioStar.
Earlier, Star Sports (Star India) and JioCinema (Viacom18) won the satellite and digital rights for the IPL, 2023-2027. These assets are now consolidated under JioStar, with/zapping feature showing flagship streaming service JioCinema to be replaced by Disney+ Hotstar, which also handled IPL’s digital rights from 2018 to 2022.
Of course, Tata as the main title sponsor of IPL multi-year rights from 2024 to 2028 has been settled. This deal is for ₹2500 crore (approximately $379million,) making it the biggest sponsorship deal in the IPL so far! This whopping investment by Tata Group proves the fact that IPL is not only Indian but also has international identity and reputation.
Continued Sponsorship into 2025: Tata will continue as the title sponsor for IPL 2025, honoring their five-year commitment.
Associate Sponsors: Alongside Tata, IPL 2025 features notable associate partners:
- My11Circle, contributing ₹625 crore.
- Angel One, with a sponsorship of ₹410 crore.
- RuPay, adding ₹210 crore to the sponsorship pool.
These partnerships and financial figures highlight the massive scale and appeal of IPL, both in India and globally.
Case Studies: Successful Advertising Campaigns During IPL 2024
1. Agilus Diagnostics
Agilus Diagnostics strategically sponsored IPL 2024 to boost its brand across India, leveraging the tournament’s widespread viewership.
- Platform Utilization: Focused on OTT and CTV, particularly on JioCinema, to ensure consistent visibility.
- Ad Placement: Targeted live match placements and secured high-frequency ad spots, maximizing brand recall during peak engagement moments.
- Results:
- Brand Visibility: Enhanced nationwide through strategic logo and message placements during alternate innings.
- Audience Engagement: Significant uplift in brand awareness due to continuous exposure during the tournament.
Key Takeaways:
- Multi-platform Reach: Leveraging multiple viewing platforms helped in reaching a diverse audience.
- Strategic Timing: Placements during key moments of the games increased impact and recall.
2. Spinny:
Spinny’s IPL 2024 campaign focused on building an emotional connection with cricket enthusiasts, using revered cricket icons to reflect the brand’s values.
- Celebrity Endorsement: Utilized popular cricket figures to enhance brand relatability and trust.
- Emotional Appeal: Ads were designed to resonate with family values and the passion of sports lovers.
- Results:
- Brand Recall: Improved by strategic emotional appeals, with a 9% increase in Aided Awareness and 5% in Online Ad Awareness.
- Consumer Connection: Strengthened emotional ties with potential car buyers, enhancing the overall brand experience.
Key Takeaways:
- Iconic Partnerships: Using cricket icons effectively communicated the brand’s values.
- Emotional Resonance: Connecting with audiences on an emotional level during significant cultural events like the IPL can dramatically boost brand perception.
3. Crex
In collaboration with The Media Ant, Crex crafted a focused campaign during the IPL to engage its target audience effectively.
- Demographic Targeting: Focused on males under 30, aligning with the core demographic of cricket fans.
- Ad Formats: Utilized dynamic formats like Squeeze Ups and Mid Rolls featuring Brand Ambassador Shikhar Dhawan to maximize recognition.
- Results:
- Brand Engagement: Achieved substantial traction and visibility among young cricket enthusiasts.
- Market Positioning: Positioned Crex as a top-rated cricket app with a unique approach to consuming cricket content.
Key Takeaways:
- Strategic Advertising: Using specific ad formats during live matches linked the brand directly with cricket action, enhancing viewer engagement.
- Celebrity Influence: Association with a popular sports figure boosted the brand’s appeal and credibility.
IPL 2025 Advertising Rates on Jio Cinema
As a platform of entertainment over the internet, JioCinema takes the essence of IPL advertising to the millions of screens of the viewers of India. By spending as little as INR, 5 Lakhs on advertising, brands get the opportunity to capture the audiences during one of the most looked forward to sporting events in a year.
Exclusive SMB Package – Maximum Impact, Minimal Investment – With the exclusive SMB package, Small to Medium Businesses can plan to make an enormous impact without the slight feeling of spending too much. With as low as INR 5 Lakhs, you get in excess of 25 million brand exposure. This means your 10 second ad could be viewed one to two times per live match making sure that the audience is exposed with rapt attention.
Why Advertise During IPL on Jio Cinema?
- Phenomenal Reach: In IPL one expects to reach the approximate 650 million viewers who would tune in for the event.
- Targeted Engagement: Today there are over 100 target options, defining your audience among a vast audience of watchers all over the country.
- Multilingual Appeal: Target the entire country population with ads that can be watched in 12 language feeds which improves localization and relevance.
- Flexible Budgets: Starting at a wholly affordable INR 5 Lakhs, Global Premier media solutions and advertising make premium advertising insistencies within the grasp of all brands.
Don’t miss out on the chance to spotlight your brand during the IPL 2025. Schedule a Call with our team to explore tailor-made advertising solutions that resonate with your brand’s unique needs.
Maximizing Returns in IPL 2025: Advanced Metrics for Evaluating Your JioCinema Ad Campaign Performance
In IPL 2025, use such parameters and improve your ads reach and effectiveness with the help of JioCinema. In addition to receipt of executed impressions you also get actual screen shots and GPS coordinates for your ads.
Non-hyped ad measurement was done in collaboration with Flashtalking, in which JioCinema players can access detailed impression reports and dynamic tool called The Media Ant to know the general impressions of the viewers as well as the conversion rates. They aid in fine tuning your targeting activities, enhancing your spends and above all improving your campaign to suit the very extensive IPL audience.
