The ‘Cricket Live’ show on Star Sports: A powerhouse of impact and innovation

The ongoing season of the TATA IPL on television has been setting new benchmarks throughout the tournament. 36 days into the tournament, 51 crore viewers have watched TATA IPL on TV as per BARC, whereas the Amul Cricket Live Show has reached close to 38 crore viewers, both showcasing scale like never before within the stipulated duration. The wraparound show has already delivered a scale 3.5 times the full season reach of both the leading reality show and quiz show on Indian television. The advertising impact for associating brands vindicates the power of this scale, as a recent report by Synchronize India revealed that Amul, the Title Sponsor of the Cricket Live show is the second most visible and recalled brands of TATA IPL 2024, second only to the title sponsor of the league. With the ICC Men’s T20 World Cup around the corner, here’s how brands can leverage a wide array of impactful opportunities on Cricket Live:

High Impact Opportunities for brands on Cricket Live

Cricket Live offers a plethora of opportunities for brands to drive large-scale impact through Cricket Live, delivering exceptional visibility for brands throughout the Star Sports Network spanning across multiple language feeds. Brands can leverage the power of Star Sports talent on the show, with 100+ experts and anchors across the network. The show enables brands to associate through Title Sponsorships, Powered-By Sponsorships and a wide array of exclusive partnerships which can be contextualized in the Cricket Live show as per a brand’s category and offering. Brands can customize their presence on the show with tailored opportunities like Wardrobe Partner, Snacking Partner, Handset Partner, Travel Partner, Lifestyle Partner among many others. Title Sponsors can additionally leverage in-studio product placements as well as highly innovative customizable brand integrations.   

Spectrum of Impact

100+ brands across various categories have associated with the Cricket Live show over the years and have witnessed large-scale impact on brand and business metrics. As per BARC, a sponsor on Cricket Live reaches close to 300 million viewers, which is a massive 4-5X the full season reach of top GEC shows on TV over a much smaller duration. In terms of brand impact, a Hansa study post TATA IPL 2023 highlighted that a sponsor on the Cricket Live achieves drives 35% higher uplift in brand awareness and incrementally higher uplift in consideration compared to the ground sponsors which have high visibility across venues during the league. Here’s how brands associating with the show have benefited from their recent associations:



Jindal Panther Steel: A Title Sponsor on the show across major cricket events in the past couple of years, Jindal Panther Steel is a testament to the level of success Cricket Live delivers for brands. The title sponsorship with Cricket Live during TATA IPL 2023 worked wonders for Jindal Panther, driving large-scale impact across the funnel, giving a ~16X ROI to the brand through the association. The association delivered a massive 41% lift in ad awareness, 30% uplift in search interest, 65% increase in brand awareness and 34% rise in consideration for the brand (Source: Hansa, Google Search Trends).

FMCG Brand: During Cricket World Cup 2023, an FMCG brand partnered with Star Sports on Cricket Live and garnered 5X ROI through the association. The association delivered 1.5X additional value for the brand and almost a 2X uplift in interest across multiple products advertised through the partnership.



Blackberrys: Clothing brand Blackberrys had come aboard Cricket Live on Star Sports during Cricket World Cup 2023 as Official Wardrobe Partner, where cricket legends and anchors across all 5 language feeds were styled by the brand, enabling high-impact product showcase throughout the tournament. The association garnered an ROI of 7.3X for Blackberrys and the brand witnessed an increase in footfalls in stores across metro cities. In terms of brand impact, the total awareness and consideration for Blackberrys went up by 2X+ through the association. (Source: YouGov)