Brands
Sponsorship vs Influence: Reshaping brand presence during IPL 2024
Mumbai: The Indian Premier League (IPL) has always been a goldmine for marketers, with its thrilling matches, star-studded teams, and a massive fan base. Traditionally, brands have sought visibility through sponsorship deals, banner ads in stadiums, logo placements on team jerseys, and commercial spots during the broadcast. However, as we approach IPL 2024, there’s a noticeable shift in how brands are choosing to make their presence felt. Influencer marketing is stepping up as a powerful strategy, challenging the traditional sponsorship model. Let’s dive into the evolving landscape with insights to understand how brands, marketers, and agencies can navigate these changes for optimal impact.
The Shift: From Sponsorship to Influence
In previous years, IPL sponsorships were the primary strategy for brands seeking visibility. For instance, in 2023, the IPL generated over $1.5 billion in revenue from sponsorships and broadcast rights, attracting an impressive viewership of 450 million across India. However, a closer examination of the data unveils an emerging trend: the growing power of social media influence.
During IPL 2023, we saw influencer marketing making significant strides. An estimated 70% of Indian marketers increased their influencer marketing budgets, with a sizable portion directed towards sports and entertainment influencers during the IPL season. Why the shift? The answer lies in the reach and engagement that influencers bring to the table.
Understanding the Dynamics
1. Reach and Engagement: While traditional sponsorships offer broad visibility, they lack the personal touch influencers have with their followers. Influencers, particularly those with a focus on cricket and sports entertainment, have cultivated a dedicated audience. For IPL 2023, influencers on platforms like Instagram and YouTube reported engagement rates upwards of 15-20%, surpassing the average engagement rate of more traditional advertising methods.
2. Authenticity and Trust: Influencers share their genuine experiences and opinions, which resonates well with their audience. This authenticity builds trust, a key factor when introducing a brand or product. In contrast, traditional ads are often seen as less trustworthy by consumers.
3. Targeted Marketing: Unlike broad-spectrum sponsorship deals, influencer marketing allows for more targeted campaigns. Brands can collaborate with influencers whose followers match their ideal customer profile, ensuring that their message reaches the right audience.
Navigating the Shift: Strategies for 2024
As we gear up for IPL 2024, here are strategies for brands, marketers, and agencies to maximize their presence and impact:
1. Leverage Data for Decision Making: Utilize data analytics to choose the right influencers. Look at engagement rates, follower demographics, and past campaign performances. This year, predictions suggest that influencers who engage with their audience in real-time during matches will see the highest engagement rates.
2. Create Authentic Content: Collaborate with influencers to create content that’s authentic and resonates with their audience. Behind-the-scenes looks, player interviews, and match analyses are content types that tend to perform well.
3. Combine Strategies for Maximum Impact: Consider a hybrid approach that combines traditional sponsorships with influencer partnerships. For example, brands could sponsor the event or a team while also working with influencers to create buzz around these sponsorships.
4. Monitor and Adapt: The digital landscape is ever changing. Monitor the performance of your campaigns in real-time and be ready to adapt strategies as needed. Engagement metrics and audience feedback can guide your efforts for better results.
The landscape of brand presence at the IPL is evolving, with influencer marketing becoming increasingly significant. By understanding the dynamics of this shift and adopting strategic approaches, brands can navigate the changes to ensure their message not only reaches but also resonates with their target audience. IPL 2024 presents a unique opportunity for brands, marketers, and agencies to redefine their presence in one of the world’s most watched sports events. The key to success lies in embracing the shift, leveraging data, and fostering genuine connections between brands and audiences through the power of influence.
The author of the article is Aditya Gurwara, Co-Founder and Brand Alliances at Qoruz.
Brands
FSS names Anand Krishnamurthi head of global digital delivery
Tech veteran to drive AI-first, cloud-led transformation in payments globally
CHENNAI: Financial Software and Systems (FSS), an AI-first payment infrastructure company, has appointed Anand Krishnamurthi as head of global digital delivery.
In his new role, Anand Krishnamurthi will lead FSS’s global digital delivery capabilities, focusing on AI-first and cloud-led transformation while ensuring predictable, high-quality outcomes for customers worldwide. He will be based in Chennai and report to V. Balasubramanian, CEO of FSS.
Bringing 28 years of experience in technology and digital transformation across banking, capital markets, financial services, and insurance, Anand has held senior leadership positions at Cognizant and NuSummit. He is recognised for scaling multi-geography delivery teams, leading mission-critical platforms, and embedding AI-driven automation in complex, regulated environments.
“What drew me to FSS is its deep payments expertise, strong product DNA, and the scale at which its platforms power real-world financial ecosystems,” said Anand Krishnamurthi. “I aim to strengthen delivery predictability, execution rigor, and engineering quality, building empowered teams that deliver measurable customer outcomes. FSS has a unique opportunity to create real-time, AI-infused payments infrastructure that is resilient, secure, and globally scalable.”
V. Balasubramanian added, “Anand’s track record in leading multi-geography delivery programs and AI-first operating models makes him the ideal leader for FSS as we accelerate our AI-driven digital payments business. His leadership will help us raise the bar for outcomes globally.”
This appointment is part of FSS’s broader push to build an AI-powered, cloud-native delivery organisation capable of meeting the evolving needs of banks, fintechs, and financial institutions worldwide.
