Star Sports has unveiled an array of dynamic opportunities, opening the doors for participation across diverse budgets and brand aspirations within IPL 2024.

The televised spectacle of the Indian Premier League has shattered records, captivating an unprecedented audience exceeding 500 million viewers for the first time in 2023. This surge in viewership has propelled cricket on television to unparalleled heights, attracting brands seeking measurable impact and extensive reach throughout the year.

In 2023, major cricketing events witnessed a remarkable influx of both established and emerging brands, with over 300 brands seizing the TV advertising space. Renowned names such as HUL, Airtel, Mahindra Auto, Emirates, Parle Products, Tata Neu, and Britannia, alongside up-and-coming brands like Happilo, Joy Cosmetics, SENCO Gold, Nippon Paints, and Godavri (Eblu), capitalized on TV associations during these mega events.

Pioneering Partnership Opportunities for Brands – Star Sports has introduced a diverse range of tailored partnership opportunities on the grandest stage of IPL on TV. Exclusive collaborations targeting various categories including Lifestyle, Luggage, Health, Snacking, Nutrition, Beauty, Airline, Grooming, and Technology enable brands to amplify their offerings and forge deeper connections with viewers. Beyond traditional ad spots, brands can leverage live features, branded capsules, and live bugs, enhancing brand recall and establishing a stronger association within their respective categories.

Precision Targeting at Scale on TV – Brands now have the flexibility to advertise more precisely than ever before, with the broadcaster offering focused media buying opportunities during IPL on television. Brands can now target specific regions such as Tamil, Telugu, Kannada, etc., as well as focus on franchise-specific buys, ensuring higher market concentration on an unprecedented scale.

Innovative Bite-Sized Assets – Brands can now leverage impactful, bite-sized assets during IPL on Star Sports, including squeeze-ups, push-backs, and other graphical elements available on daily, weekly, and fortnightly basis. These assets provide a cost-effective yet high-impact opportunity for brands aiming to enhance salience, drive call-to-action, or assert moment ownership during IPL on TV.

Startup Powerplay – Star Sports has introduced a groundbreaking initiative tailored for early-stage startups to showcase their brand or product narrative in a concise 60-second communication during IPL matches, positioned strategically during live telecasts, particularly during Strategic Timeouts or close to the start of matches, prime moments when viewers are deeply engaged with the game. The unique selling proposition of Startup Powerplay lies in its exclusivity, allowing only one startup per day to leverage this opportunity at an attractive price point, enabling startups to select any IPL match of their choice to showcase their product.

Ajit Varghese, Head of Network Ad Sales at Disney Star, anticipates IPL 2024 on Star Sports to be a year of substantial value creation for brands. He notes a shift in client conversations from pricing to value creation, with brands increasingly embracing brand integrations within cricket programming on TV, implementing associative marketing strategies, and exploring innovative solutions to maximize impact.

With unparalleled platform reach, accessible participation at scale, and a myriad of opportunities tailored to meet brand objectives, IPL 2024 on TV promises to redefine advertising strategies and emerge as a game-changer for advertisers.