MAM
Lays brings contest around Twenty20 Bradman Cup
BANGALORE: Branded snacks manufacturer FritoLay India partnered with Sporting Frontiers, a sports and entertainment marketing company, to provide the Indian audiences a first glimpse of the Twenty20 Tournament format – The Bradman Cup.
The tournament was held at Chinnaswamy Stadium, Bangalore from the 19 August to 21 August. As part of the tourney, FritoLay brought its Bangalore consumers the Lays ‘Fan of the Match!’ Contest. The contest gave gave the consumers an opportunity to meet their favorite cricketer from the first Twenty20 cricket.
The Twenty20 format is one of its kind, fast-paced and attractive, providing an opportunity to the Indian cricket fan to witness India’s first world famous cricket tournamen. As reported by indiantelevision.com earlier, the tourney was announced by Unibic to whom the Bradman Foundation has given the rights to use Sir Donald Bradman’s name in India exclusively.
An official release quotes FritoLay marketing director Sucheta Govil as saying, “The Bradman Cup is a unique opportunity for the Indian cricket fan to witness the world famous Twenty20 tournament. The Lay’s ‘Fan of the Match’ contest, within that, ensures that Bangalore cricket fans enjoy their match to the fullest and get a chance to meet their favourite cricketer from the tournament .
Twenty20 cricket is a growing phenomenon worldwide, perfect with a blend of enthusiasm and interest that exists for cricket in India. This Twenty20 tournament in Bangalore was an international affair, with New South Wales and a World XI participating with 4 top Indian domestic teams (Bengal and Karnataka Ranji Teams, Air India and Chemplast both teams have a number of Indian cricketers playing for them) participating.
Cricketers like Shoaib Malik, Kamran Akmal and Mohammad Sami from the Pakistan cricket team, Romesh Kaluwitharana and Russel Arnold from the Sri Lanka cricket team and India’s Ajit Agarkar, Mahendra Singh Dhoni and Javagal Srinath represented the Indian cricket team in this tournament, which was won finally by Air India on the back of swashbuckling innings by Dhoni.
MAM
T20 WC 2026 ad volumes rise 4 per cent despite fewer brands: TAM report
Fewer brands, bigger bets: India matches and top players drive ad surge
MUMBAI: Advertising during the ICC Men’s T20 World Cup 2026 may have become leaner in participation, but it certainly packed a stronger punch. A new analysis by TAM Media Research shows that ad volumes per match rose by 4 per cent compared to the 2024 edition, signalling sharper spending even as the advertiser base narrowed.
The numbers tell a tale of two trends. On one hand, the overall count of categories, advertisers and brands dropped steeply by 55 per cent, 63 per cent and nearly 68 per cent respectively versus the ICC Men’s T20 World Cup 2024. On the other, those who stayed in the game appeared to spend more aggressively, driving higher ad intensity across matches.
India’s pulling power remained unmistakable. Matches featuring the Indian team generated 66 per cent higher ad volumes than non-India games, underlining the country’s outsized influence on cricket’s commercial engine. The tournament final also saw an 18 per cent jump in advertising volumes compared to 2024, pointing to stronger monetisation at the business end of the competition.
The shift towards concentration was equally striking. The top five advertisers accounted for 39 per cent of total ad volumes, unchanged from the previous edition, but the names themselves saw a complete shake-up. OpenAI emerged as the leading advertiser with a 12 per cent share, followed by Coca-Cola India at 9 per cent and Mahindra & Mahindra at 8 per cent. Apollo Tyres and Reliance Consumer Products rounded off the top five.
A similar churn played out at the brand level, with no overlap in the top five brands between 2024 and 2026. At the same time, leading categories tightened their grip, with the top five accounting for 53 per cent of ad volumes, up from 42 per cent earlier. The cars category led the pack with a 15 per cent share, followed closely by e-commerce services at 14 per cent and aerated soft drinks at 11 per cent.
When it came to format, brevity ruled. Ads between 11 and 20 seconds dominated commercial breaks, making up over half of all spots, while shorter sub-10 second creatives followed as the next preferred choice.
The broader takeaway is clear. Even as fewer players entered the arena, those that did were willing to spend bigger and smarter. In a tournament where every over counts, advertisers seem to be playing a more focused, high-impact innings, betting on scale, timing and the enduring magnetism of cricket’s biggest stage.
