Better results advertising with IPL than with individual teams: study

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 better results in terms of brand recall.

According to, Swiggy and PhonePe, two IPL advertiser brands that were not associated with any IPL teams,  did better than brands associated with a particular team, generating steady increase in recall and other parameters, and not affected by the day-to-day sagas in the IPL; their total awareness had gone up by eight and ten per cent respectively.

These statistics were shared as part of Velocity’s launch of their “IPL Brands Insights Book”, which focuses on what worked, and what didn’t for branding and value creation during the 2019 edition of the IPL.

Jasal Shah, managing director and CEO for Velocity MR, said, “IPL is no doubt the biggest sports and marketing extravaganza by far for Indians at home and around the world. With the high stakes for this tournament, we felt the need to study the impact of advertising campaigns and branding during this event.”

Other key findings include:

  1. The Chennai Super Kings and the Mumbai Indians are the best teams to advertise with, as only these two franchisees have a nationwide presence in India.
  2. For brands looking at regional campaigns targeting Bengaluru, they should look at marketing with the Kolkata Knight Riders and the Royal Challengers Bangalore, who polled at 45 per cent and 48 per cent in terms of loyal supporters in the eastern regions of India.
  3. The best position for jersey sponsorship in the IPL is the front-centre position, with shirt sponsors Nokia scoring 64 per cent, Samsung scoring 61 per cent and Muthoot at 57 per cent for brand recall.