Sixes Vs Socials: Decoding Cricket Mania Marketing in IPL 2024

The Indian Premier League (IPL) isn’t just about electrifying cricket matches played across 13 cities; it’s a social media phenomenon that grips the nation. From March 22nd to May 26th, 2024, the 10 teams – Delhi Capitals, Kolkata Knight Riders, Lucknow Super Giants, Mumbai Indians, Rajasthan Royals, Chennai Super Kings, Gujarat Titans, Punjab Kings, Royal Challengers Bangalore, and Sunrisers Hyderabad – will battle it out on the field, a parallel war happens online – the war of influencer marketing while the cricket mania rages on.

A recent report by Qoruz paints a clear picture: influencer marketing in the IPL is poised for a massive 50% growth in 2024. Let’s delve deeper into the stats and see how influencers are playing a crucial role in this cricket extravaganza.

The Rise of Influencer Mentions:

The IPL’s social media buzz has been steadily rising. In 2019, there were just 1411 mentions of the IPL on influencer Instagram posts. That number skyrocketed to a staggering 6884 in 2023, highlighting the growing power of influencers in driving online conversations.

The official Instagram pages of the teams themselves have become social media powerhouses. Chennai Super Kings, the five-time champions, lead the pack with a whopping 13.9 million followers, followed closely by Mumbai Indians (12.4 million) and Royal Challengers Bangalore (12.1 million). These teams understand the importance of online engagement and leverage their massive followings to build excitement.

When it comes to player influence, Virat Kohli remains the undisputed king. Qoruz’s report assigns him an “influence score” of 9.8, followed by Shubhman Gill (9.06) and Mohammed Shami (8.98). These players are fan favorites across teams and naturally land the most lucrative brand collaborations.

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Sports influencers continue to dominate the IPL influencer marketing landscape, accounting for a whopping 54% of all collaboration deals. JioCinema emerged as the undisputed champion in influencer collaborations during the 2023 season. Partnering with 77 influencers who generated 225 posts and garnered a staggering 5.4 million likes, JioCinema set a new benchmark for social media engagement during the IPL.

Brands are increasingly using creative, IPL-specific hashtags to amplify their campaigns. Myntra’s #cricketfeverwithmyntra and KFC’s #rollsat99 are prime examples. Interestingly, Qoruz’s report reveals a clear connection between influencer collaborations and brand growth. Myntra, for instance, saw a 5% increase in its audience post-IPL, demonstrating the effectiveness of this strategy.

Also Read: IPL 2024 Poised for a 50% Influencer Marketing Boom

A new trend has emerged this year: IPL franchises are actively forging partnerships with content creators and influencers to boost engagement on their social media pages. Recognizing the immense popularity of the tournament online, teams are looking to leverage the power of influencers to connect with their fan bases. These partnerships extend beyond cricket, offering fans a glimpse into the players’ off-field lives.

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The type of content created by influencers varies across teams. Some, like Lucknow Super Giants (LSG), partner with comedians like Shubham Gaur to create humorous reels featuring the players. Others, like Royal Challengers Bangalore (RCB), have established long-standing partnerships with personalities like Danish Sait, who uses humor and quirky questions to engage with the cricketers. Teams like Rajasthan Royals (RR) have tapped into influencer talent like Taran Singh, known for his cricket-themed enactments, while Punjab Kings (PBKS) have partnered with stand-up comedians to create funny content. In the 2023 season, Gujarat Titans (GT)’s collaboration with former tennis player Tanvi Shah as their “GT insider” offered fans behind-the-scenes access through YouTube videos featuring player and coach interactions.

IPL 2024 promises to be a spectacle not just on the field but also in the vibrant online arena. With influencer marketing poised for a significant surge, the IPL is set to witness a captivating social media battleground where teams and brands fight for the hearts and minds of cricket fans across the nation.