Why advertisers are spellbound by Indian Premier League even after 11 years

Companies say brand awareness has improved 20-25 per cent in previous years

Eleven years after the first ball was bowled at the Indian Premier League (IPL), companies continue to flock the annual T20 tournament in the hope of catching consumers’ attention. 

As many as 80 brands are riding the digital and television broadcast this year, at least 10 more than the number last year (65-70). Firms ranging from Samsung to Nokia, Parle Agro to Coca-Cola, and Goibibo to Ceat are investing on the sports extravaganza. It is the game’s engagement, reach and impact that have driven them to do so, they say.

Brand awareness, companies say, has improved 20-25 per cent in