India

Through India’s 2019-20 I-League season, Real Kashmir FC and kit partner Adidas rolled out an influencer-led campaign to boost second team support for the club (which had to play all its matches away from home due to security issues in Kashmir).

The Association of Mutual Funds in India leveraged its associate partner status of the 2020 IPL to drive investment in mutual funds through a cricket commentary style campaign on audio streaming services and social media.

Indian fintech brand CRED, an official partner of 2020 Indian Premier League, leveraged its rights through a series of tongue-in-cheek TV and online ads starring iconic celebrities from the 90s.

At the IPL 2020, JSW Steel leveraged its principal sponsorship of the Delhi Capitals to target a new, broader demographic through a social-first campaign fronted by star player Rishabh Pant.

To leverage its 2019 IPL sponsorship, Yes Bank created an activation programme aimed at Micro, Small and Medium Enterprises (MSME).

Leveraging its rights as the title sponsor of IPL franchise Royal Challengers Bangalore, Royal Challenge’s 2019 IPL campaign challenged gender stereotypes in cricket.

Coca-Cola India leveraged its 2019 ICC Cricket World Cup sponsorship in the Indian market with a 100-day, multi-phase activation programme.

During the 2019 ISL, associate sponsor Maruti Suzuki worked with Dentsu to create a tech-led campaign that gave the most passionate soccer fans a ‘virtual front-row seat’ of the season finale.

October 2019 saw Under Armour release a brand-building film showcasing the struggles and triumphs of the Indian Women’s National Ice Hockey Team.

Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.

Nissan activated its rights around the 2017 ICC Champions Trophy through a social campaign in India that offered low-latency Twitter highlights of the key match action.

The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent

Indian tyre-maker Apollo Tyres built a unified marketing campaign that aligned its sponsorship of Manchester United with its Indian properties.

Newly-promoted Indian I-League club Trau FC has announced that sporting event company Aciesta Sports Alliance will be its title sponsor for the 2019-2020 season

Digital payments brand Paytm has extended its partnership with the Board of Control for Cricket in India (BCCI) for four more years

Chinese mobile phone manufacturer Oppo is set to be replaced as India’s national cricket team shirt sponsor by Byju’s, an online tutoring and educational platform.

A recently-released study by research company Velocity MR showed brands that budgeted for advertising during broadcasts of the Indian Premier League 2019, rather than sponsoring tournaments or teams, received…