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
HCLTech delivers Rs 24 dividend as revenue hits Rs 1.3 lakh crore
IT giant delivers solid growth for shareholders with a major payout despite navigating global market shifts.
MUMBAI: HCLTech has clearly found the right code for financial success, proving that its operational strategy is more than just a quick fix for the digital age. The technology titan’s board of directors officially signed off on their year-end deliberations on 21 April 2026, revealing a set of annual results that suggest the company’s growth trajectory remains well-buffered against economic volatility.
The primary highlight for investors is the declaration of an interim dividend of Rs 24 per equity share (on a face value of Rs 2) for the 2026–27 financial year. Shareholders will not have to wait long for the processing of these funds; the record date is set for 25 April 2026, with payments scheduled to be completed by 5 May 2026. This follows a total dividend of Rs 54 per share already distributed during the 2025–26 fiscal year.
The consolidated annual results show a company operating at a high frequency across its global markets. Total revenue surged to Rs 130,144 crore for the year ended 31 March 2026, a significant jump from the Rs 117,055 crore recorded the previous year. Net profit remained robust at Rs 16,652 crore for the full year, despite a slight dip from Rs 17,399 crore seen in 2025. Quarterly performance also reflected steady momentum, with Q4 revenue reaching Rs 33,981 crore and net profit at Rs 4,490 crore, compared to Rs 30,246 crore in revenue during the same period last year.
The company’s diverse service portfolio played a balanced role in this financial performance. IT and Business Services remained the primary engine, contributing Rs 96,094 crore to annual revenue. Engineering and R&D Services showed strong growth, climbing to Rs 22,056 crore for the year, while HCL Software maintained a consistent stream of Rs 11,994 crore.
It was not entirely smooth scrolling, as the company had to account for specific financial hurdles. HCLTech faced a one-time impact of Rs 956 crore due to the New Labour Codes. Additionally, total expenses for the year rose to Rs 108,616 crore. This was largely driven by employee benefits, which reached Rs 74,143 crore, a figure that reflects the ongoing high costs of securing top-tier tech talent in a competitive market.
On the standalone front, the company reported a profit before tax of Rs 10,024 crore for the year. However, the final quarter saw a standalone loss of Rs 900 crore, which the company attributed to a material Bilateral Advance Pricing Agreement (BAPA).
Despite the rise in costs, HCLTech’s financial “cache” remains substantial. Total assets grew to Rs 116,258 crore as of 31 March 2026, compared to Rs 105,544 crore a year earlier. The company’s cash and cash equivalents stood at a healthy Rs 8,195 crore at year-end, providing ample bandwidth for future investments and expansion.
As the global tech landscape continues to shift, HCLTech appears to have the right architecture to maintain its performance, ensuring that for its investors, the future remains highly user-friendly.
