In the world of sports, cricket stands tall as a sport that commands the passion and loyalty of millions worldwide, particularly in nations like India, England, Australia, and South Africa.
This immense fanbase has made it an ideal ground for advertising and marketing efforts, allowing for a symbiotic relationship between cricket and the world of commerce.
Interestingly, with the surge of online betting platforms like India24bet, an entirely new domain of sponsorship and advertising has emerged, adding a fresh and vibrant dynamic to this sporting universe. It is not publicly known, however, just how much cash flows through this hub.
The article delves into this exciting industry, revealing the value proposition, effective marketing strategies, lucrative sponsorship arrangements, and the famous cricket players who have become influential brand ambassadors.
The Value Proposition
Sports advertising is not a new phenomenon, but cricket provides a unique value proposition. Cricket matches, especially in popular formats like Twenty20, command vast audiences.
Live matches, highlights, cricket-themed merchandise, and interactive mobile games offer multiple touchpoints for advertisers.
The ICC Cricket World Cup alone has an estimated global audience of 2.2 billion, which offers enormous scope for advertisers. As per an estimate, the Indian Premier League (IPL), one of the most popular cricket leagues, generated advertising revenue of $510 million in 2022.
Successful Advertising Campaigns
Marketing in cricket has given birth to many successful campaigns. To provide a clearer picture, here’s a list of some notable advertising campaigns that have made significant impacts:
- Pepsi’s “Change the Game” – Launched during the 2011 ICC World Cup, this campaign stood out for its creativity and deep connection with the cricketing spirit.
- MRF Tyres’ “Ride Along With MRF” – This campaign utilized innovative visuals and catchy music to promote the brand and establish a close connection with cricket fans.
- Star Sports’ “Mauka Mauka” – Rolled out during the 2015 ICC World Cup, this campaign tapped into the rivalry between cricket-playing nations, stirring emotions and garnering immense popularity.
- Dream11’s campaigns featuring MS Dhoni – Leveraging the popularity of one of India’s most admired cricket stars, these campaigns successfully promoted the brand’s fantasy cricket platform.
- Vodafone’s “ZooZoos” during IPL – With their distinctive look and engaging antics during IPL games, the ZooZoos became an instant hit, significantly boosting Vodafone’s brand recognition.
These campaigns have struck chords with audiences, improving brand recall and consumer engagement, thereby setting benchmarks for cricket marketing.
Sponsorship Deals
Sponsorship deals are a critical aspect of cricket advertising. Brands associate themselves with teams, tournaments, or players, achieving global visibility and credibility.
For instance, VIVO, a Chinese smartphone company, paid approximately $341 million for IPL’s title sponsorship for five years (2018-2022).
Similarly, companies like Puma, Nike, and Adidas sponsor team jerseys, while individual cricketers sign multi-million-dollar endorsement deals. Virat Kohli, former Indian team captain, alone has endorsement deals worth over $20 million.
Cricket Stars as Brand Ambassadors
Cricket stars have a remarkable influence beyond the boundaries of the cricket field, often serving as powerful brand ambassadors.
Their extensive fan base and public recognition make them perfect candidates for promoting a variety of products and services. Below are a few notable examples:
- Virat Kohli – The former captain of the Indian cricket team endorses several major brands like Puma, MRF Tyres, Audi, and Google’s app ‘Duo’. His aggressive style and consistency on the cricket field have made him an advertising favorite.
- MS Dhoni – Known for his cool and composed demeanor, Dhoni has associated himself with brands like Dream11, Gulf Oil, and Seven (his own lifestyle brand).
- Sachin Tendulkar – Despite his retirement, Sachin’s legacy continues as he endorses brands like Adidas, Boost, and BMW. His credibility and iconic status make him a valuable asset for advertisers.
- Steve Smith – The Australian batsman has been the face of brands like New Balance, Weet-Bix, and Vodafone.
- Joe Root – The English cricket captain has tied up with New Balance and Vitality Insurance, among others.
- Kane Williamson – The New Zealand captain’s clean image and dependable personality have seen him endorse brands like Gunn & Moore and Asics.
These players are not just athletes; they are influential brand ambassadors whose association with a brand can significantly boost its popularity and market presence.
Conclusion
Cricket and advertising have created a highly lucrative synergy, intertwining passion, sportsmanship, and consumerism in a realm that reaches billions.
This dynamic ecosystem, bolstered by successful campaigns, valuable sponsorships, and influential player endorsements, represents a multi-billion dollar business set to continually evolve and grow.
