The T20 World Cup has evolved significantly as a premier cricketing event, and this year’s edition is being hosted jointly by the West Indies and the USA. The ICC’s decision to bring part of the tournament to the USA, where cricket is not traditionally popular, has greatly benefited the sport’s development in the country. This move not only helps in growing the game’s footprint but also offers a significant opportunity for brands aiming to expand their reach in the USA.
India, a dominant team in recent World Cup matches, continues to perform well in this tournament. Notably, their matches are scheduled during daylight hours to align with prime broadcast hours in India, where matches are shown at 8 PM IST, despite being played at 10:30 AM local time. This strategic scheduling is designed to maximize viewership in India, one of the largest and most passionate cricket markets globally.
The top brands advertising in the T20 World Cup include Emirates, Aramco, DP World, and Coca-Cola, all of which are official tournament sponsors under the ICC’s purview. Additionally, numerous brands such as Dream11, Maruti, AMFI, Parle Products, BPCL, Haier, ICICI Bank, and Jockey are leveraging their association with the T20 World Cup through broadcasting. These brands aim to connect with potential customers who are engaged with the tournament and likely to be influenced by the advertisements during matches. Their presence during the World Cup significantly enhances their visibility and reach within the Indian market, making it highly valuable for advertisers.
India has qualified for the semifinals and will face tough competition from England on June 27 in Guyana, with the match starting at 10:30 AM local time. Although T20 matches are typically played in the evening under lights, the adjustment to morning matches ensures they are broadcast during prime time in India. This arrangement benefits broadcasters and advertisers, as the Indian market generates substantial revenue through advertising during these peak viewing hours. Star Sports, the broadcaster for the T20 World Cup, has effectively utilized this scheduling to maximize their reach and advertising revenue.
In summary, the decision to host part of the T20 World Cup in the USA, combined with the strategic timing of matches to cater to Indian viewers, has significantly boosted both the growth of cricket in new markets and brand visibility in the lucrative Indian market. This approach highlights the ICC’s and broadcasters’ understanding of the importance of the Indian audience and their ability to drive the financial success of the tournament through targeted scheduling and strategic market expansion.
