Regional Brands Gear Up for Cricket World Cup 2023

The highly anticipated return of the ICC Cricket World Cup to India after 12 years has sparked immense excitement among cricket enthusiasts nationwide. Brands are gearing up to seize this extensive opportunity that spans over 40 days. While major tournaments like the Cricket World Cup have historically attracted national brands with substantial budgets, this time, regional brands are also making their presence felt in the cricketing arena. Experts suggest that several factors, including the Indian Premier League's recent success, the World Cup coinciding with the festive season, and the availability of cost-effective digital advertising platforms, have encouraged local brands from various regions to invest in advertising during this cricketing extravaganza.

Amit Dhawan, Partner & CEO of Art-E, notes that regional brands, while not necessarily sponsoring teams, are strategically allocating their advertising budgets to OTT, TV, and digital channels during matches and highlights. This shift underscores the adaptability of regional brands in leveraging diverse advertising opportunities within the sports industry. Dhawan also emphasizes that the World Cup being held in India this year has further fueled regional brand participation, as the tournament's shorter duration may lead to increased ad spending by these brands to capture the cricket-loving Indian audience.

Aparna Tadikonda, EVP – South at Interactive Avenues, suggests that regional players are carefully evaluating costs and the competitive landscape before investing in the World Cup. Both national and regional brands are considering this unique opportunity based on audience availability, investments, and expected returns. Major events like the Cricket World Cup offer advertising opportunities for brands, with platforms like Disney+ Hotstar expected to reach a user base of 450 million, including around 50 million concurrent viewers during the tournament.

Market research firm Elara Capital predicts that the Cricket World Cup will generate approximately Rs 20-22 billion in ad revenue across TV and digital platforms combined.

However, while numerous regional brands have committed to advertising during the World Cup, some remain cautious. Sarfaraz Ansari, Senior Vice President – Integrated Media at DDB MudraMax, points out several reasons why regional brands have traditionally been less prominent in mega cricketing events. Language barriers and high costs for regional feeds have deterred many from participating. Additionally, ICC's strict guidelines for World Cup mark usage by exclusive sponsor partners can limit the opportunities for competing brands. Viren Razdan, Managing Director of Brand-nomics, also highlights that high costs may only make sense for regional brands with national-level targets. Nonetheless, these brands continue to explore creative ways to leverage the tournament for regional promotions and associations.