IPL is in full swing despite the pandemic and so is the energy of the viewers. The brands are encashing on this energy and not to forget the viewership for promotions. An article in Brand Equity states, the brands have fiercely fought for a spot on the team jersey to increase their visibility and recall. Teams like Chennai Super Kings, Mumbai Indians, Kolkata Knight Riders are ranked high in home loyalty contribution in brand awareness and Royal Challengers Bangalore keep the maximum score in the average brand recall. #CSK (76%) and #MI (66%) have a nationwide presence.
Even a non-prominent space on the jersey can work wonders as it did for Royal Stag which had a 38% higher brand recall as compared to Exide which had a prominent position on the jersey.
Brands play on people’s sentiments associated with the team or the players. The downside of this is that bad performance by the team in any match hampers the brand image.
Brands investing in teams or player with strong loyalty or connect would get good ROI.