Ad Spends In Social Media Platforms To Surge By 20% During This Year’s IPL

Among the many firsts in Indian Premier League (IPL) 2020, is a likely new high. The annual cricket gala may also see a 20% surge in the advertising spends on Facebook, YouTube and other social media platforms, claim advertisers and marketers.

The cherry on the cake this year is that the tournament, which will be played in the UAE, will coincide with the festive season back home. This is likely to lead to an increase in spends which includes a fair considerable share of any marketer’s yearly budget.

Harsh Shah, senior VP and business head, West at Dentsu Webchutney, speaking to ET said, “IPL brings back a sense of normalcy just like how we have gradually phased out of a lockdown.. Brands have already put in motion their plans for the rest of the year working around the sensibilities of a consumer who is on the path of recovery. Festive season and the brands’ need to get back on their feet will result in spends being up by at least 20% for this year. They could even go up to about 35%.”  

In 2019, IPL was viewed by a staggering 462 Mn people across the world through TV and digital medium, giving companies a far wider reach and recognition.  

Startups On The Frontfoot

This year’s IPL will also see the slow take over of the game’s sponsorships by Indian startups. Fantasy sports platform Dream11 won the title sponsorship rights for the IPL 2020, with a bid of INR 222 Cr. Dream11 won the rights, after the league’s previous sponsor, Chinese phone-maker Vivo pulled out of sponsoring the 2020 edition, amid growing anti-China sentiment in India after border clashes between the two countries in Ladakh’s Galwan Valley in June. 

Other Indian startups, such as digital payments decacorn Paytm, which is India’s highest-valued startup at $16 Bn in June 2020, is also title sponsor with the BCCI.

The IPL also added edtech startup, Unacademy as an official partner for the competition, for a period of three years. The deal is reported to be worth INR 120-130 Cr.

Ahead of the tournament’s start date of September 19, MakeMyTrip has announced plans to expand its services to the UAE, across Abu Dhabi, Dubai, Sharjah, Ajman, Fujairah, Ras Al Khaimah, and Umm Al Quwain.  This will be led by a marketing campaign for potential customers across India and the UAE.

My11Circle, MyTeam11, Unacademy, Khatabook, and Dunzo are some of the names that will debut in IPL advertising this year.