International Journal of Social Science Research (IJSSR)

Sports Marketing – IPL’s Perspective

The Indian Premier League (IPL) has become a dominant platform for advertising and branding, seamlessly blending sports with commercialization. Since its launch in 2008, IPL has transformed cricket into a high-energy entertainment spectacle, attracting global brands eager to leverage its massive viewership. The tournament’s short format, prime-time scheduling, and broad demographic appeal have made it a lucrative opportunity for companies like Tata, Vodafone, and Dream11 and many others to enhance brand visibility through innovative product placements and collaborations. The IPL has also contributed significantly to the growth of India's sports culture and economy, offering financial support to athletes and sports associations. Ultimately, the IPL has reshaped sports marketing, becoming a key vehicle for brand awareness and consumer engagement in India. The research aims to provide a detailed overview of sports league business in terms of IPL in India.