ICC Cricket World Cup 2023: A global spectacle for brand reach and engagement

The ICC Cricket World Cup has evolved significantly as a global sporting event since its inception in 1975. Several factors have contributed to its growth and allure for brands to partner and sponsor. First and foremost is its global reach: the extensive viewership in both cricket-playing and non-cricket playing countries makes the ICC Cricket World Cup an attractive opportunity for sponsors. Its wide reach offers sponsors access to a diverse and extensive audience.

Over the years, the ICC Cricket World Cup has evolved into a global sporting spectacle that offers numerous opportunities for brands to promote their products and services. Its rich history and tradition make it an attractive platform for brands to associate with, as it provides a sense of continuity and heritage.

Cricket fans are known for their passion and emotional connection to the sport. Sponsoring a World Cup team or the event itself allows brands to tap into this strong emotional resonance, creating a more profound connection with their target audience. And over the years, the World Cup has introduced innovations to enhance the viewer experience, such as day-night matches, strategic time-outs, and engaging promotional campaigns. These innovations create more opportunities for brands to integrate their products or services into the tournament’s narrative.

A global spectacle

The ICC Cricket World Cup has significantly evolved as a global sporting event, becoming increasingly attractive for brands to partner and sponsor, observes SportVot Co-founder Shubhangi Gupta.

According to her, several factors contribute to this transformation; firstly, the tournament’s global reach has expanded considerably. She adds that with cricket’s growing popularity in countries like India, Pakistan, and Bangladesh, the World Cup now boasts a massive viewership. The 2019 edition, for instance, reached over 2 billion people globally, highlighting its immense appeal.

Furthermore, she adds, the rapid growth of digital and social media platforms has amplified the tournament’s visibility.

“Brands recognise the opportunity and leverage these platforms for extensive exposure to a diverse and engaged audience. In recent years, social media engagement during the World Cup has broken records, making it a prime platform for brand promotion. The ICC Cricket World Cup has a rich history of association with renowned brands. Sponsorship deals with companies like PepsiCo, Emirates, and Coca-Cola have provided substantial financial support and added prestige to the event. This association with reputable brands enhances the tournament’s credibility and allure for potential sponsors,” she says.

Moreover, Gupta says, cricket’s enduring popularity ensures a loyal and passionate fan base. “Brands recognise the potential for long-term engagement and brand loyalty that comes with aligning themselves with such a beloved sport. In conclusion, the ICC Cricket World Cup’s global reach, digital presence, historical brand associations, and dedicated fan base make it attractive for brands seeking to partner and sponsor major sporting events. The tournament’s appeal to sponsors will likely remain strong as it evolves.”

According to her, the World Cup is a complete package for advertisers to promote. “Brands have a fantastic chance to expand their awareness and connect with a global audience during the World Cup. With the popularity of cricket at an all-time high, advertisers must take advantage of this trend and develop effective marketing campaigns that connect with their target market,” Gupta says.

The ICC Cricket World Cup has evolved from a primarily cricket-centric event to a global spectacle with massive viewership, observes Sagar Mehta, Co-Founder and Creative Chief, W.A.Y.S. “Its appeal lies in the diverse fan base and the emotional connection people have with the sport. Brands are drawn to its wide-reaching audience that spans all age groups and socio-economic clusters. The advent of international stars featuring in local T20 leagues across the globe has also led to support for non-native players enjoying massive support in the host country, thereby attracting more eyeballs,” Mehta adds.

“Cricket has been the highest involvement sport in India. IPL has also built familiarity with international players in India. These two factors, along with the fact the World Cup is probably the most prestigious event in cricket, builds a great opportunity for brands to partner and engage with consumers around this event,” observes Barin Mukherjee, co-founder and CEO, Digital Refresh Network, an AI-assisted content solution company.

Along similar lines, Himanshu Arora, Co-founder, Social Panga, points out that the ICC Cricket World Cup has evolved to a different level from 1975 to 2023, and it has become an event to watch out for every four years. Continuing further, he adds, “It’s considered to be a celebration of cricket. And the focus is just not on the host country but on all the participating countries. This property has undergone a significant transformation from its inception in 1975 to its most recent edition in 2023. It has now become a highly anticipated quadrennial event that captivates audiences worldwide. This tournament is not merely a sporting event; it is widely regarded as a grand celebration of cricket. Its significance extends beyond the host country as it encompasses all participating nations. It has evolved into a global sporting phenomenon, attracting a vast and passionate audience. Brands recognise the immense marketing potential and global reach associated with the tournament, making it highly attractive for them to partner and sponsor.”

Strategies by brands

Brands often employ various strategies to align themselves with major sporting events like the Cricket World Cup, especially when it coincides with the festive season. Aligning with the Cricket World Cup, especially when it merges with the festive season, offers brands a unique opportunity to engage with a broad and enthusiastic audience. By employing a combination of sponsorship, integrated marketing campaigns, limited-edition products, social media engagement, event activation, influencer partnerships, promotional offers, fan engagement, content marketing, cause marketing, data-driven marketing, and experiential marketing, brands can effectively leverage this convergence of sports and festivities. However, the key to success lies in maintaining authenticity, relevance, and a deep understanding of the target audience’s preferences.

There are multiple strategies that different brands with different goals apply, observes Sagar Mehta. These, he adds, could be seen in the creative idea or even in the distribution of the idea. According to him, the largest goal for everyone is to break the clutter with brands across categories trying to leverage cricketers and the cricket universe to reach their audience.

“The celebration and happiness story is going to be big, especially considering the World Cup is happening in India during the festive season. Another big piece I see being leveraged already is the use of content creators with cricketers and even without them just creating content around the World Cup. We’ve already seen some exciting stuff from cricketers in the past couple of editions of the IPL, and with the World Cup being hosted in India, these will only take things to the next level,” says Mehta.

According to Himanshu Arora, the convergence of the Cricket World Cup and the festive season in India is a rare occurrence, having transpired only once before in 1987. He adds that this unique alignment presents a significant opportunity, as many industries witness peak sales during this festive period, particularly those with well-planned marketing strategies. In India, the festive season extends from Onam in the South to Ganesh Chaturthi, Durga Puja, and Diwali.

According to him, various sectors, including consumer durables, hospitality, aviation, and more, are optimistic about the World Cup’s potential impact. The anticipation is that increased travel and accommodations near match venues will drive higher consumption. He feels that brands must elevate their marketing game to remain relevant during this momentous period and incorporate cricket into their communication.

Arora cites historical examples to illustrate the effectiveness of such integration:

• ‘Mauka Mauka’ campaign by Star Sports, which began by leveraging the India-Pakistan rivalry and evolved into a comprehensive World Cup campaign.
• ‘Britannia Khao, World Cup Jao’, which evokes nostalgia by highlighting the simple pleasure of watching a match at the stadium and building the brand around this experience.
• Several cola companies, like Pepsi’s ‘Nothing Official About It’ during the 1996 World Cup, cleverly positioned themselves despite not being official sponsors, contrasting with Coca-Cola’s official sponsorship.

According to Arora, this unique conjunction of the World Cup and the festive season offers brands a prime opportunity to connect with consumers and make a lasting impact through innovative and cricket-themed marketing campaigns.

Brands adopt various strategies to align themselves with the Cricket World Cup, especially considering its convergence with the festive season, says Shubhangi Gupta. She cites the examples of official sponsorship deals, such as Nissan’s association in the 2019 tournament, granting exclusive rights and branding opportunities. Additionally, she adds, advertising campaigns, like Pepsi’s ‘Har Ghoont Mein Swag’, feature cricket stars, capitalise on the event’s popularity.

Many brands align their products with the World Cup, offering cricket-themed merchandise and special editions, exemplified by Coca-Cola’s limited-edition cans. Engaging with fans through contests, giveaways, and social media campaigns is another prevalent tactic, with smartphone brands often organizing cricket-related challenges.

Some brands leverage the event to support social causes or community initiatives, enhancing their reputation and goodwill. A recent example is Uber’s partnership with the ICC for transport infrastructure in cricket-hosting cities. Event activation near World Cup venues creates memorable experiences for attendees. It promotes brand awareness, while a robust digital presence is crucial for engaging the online audience. The #CWC19 hashtag on Twitter garnered millions of mentions during the 2019 World Cup.

Furthermore, Shubhangi Gupta adds, regional brands strategically invest in OTT, TV, and digital advertising during matches and highlights, capitalising on moment marketing trends.

“Although they may not sponsor teams, their presence in the cricketing landscape remains significant. In conclusion, brands employ diverse strategies to align themselves with the Cricket World Cup, including official partnerships, advertising, product tie-ins, fan engagement, community initiatives, event activations, and digital campaigns. The tournament’s merger with the festive season provides an ideal backdrop for brands to maximize their reach and impact in India, making it a sought-after platform for marketers,” she adds.

Brands are always looking at either leveraging or creating opportunities for consumption, observes Barin Mukherjee. The combination of the Cricket World Cup and the festive season, while it may strain budgets, presents a fantastic opportunity for marketers to engage with consumers effectively, creating a double impact, he adds.

Social media buzz

With the increasing importance of digital and social media, brands need to adapt their marketing strategies to engage with cricket fans and viewers, for, gone are the days when fans would crowd around TV sets to watch cricket matches. The medium and patterns of consumption have undergone drastic changes.

“The consumption of cricket has changed drastically; it isn’t merely consumed on TV with friends and family during the live telecast,” points out Sagar Mehta. “Cricket is now consumed in memes the next day; cricket is now consumed in Reels for weeks after the match. Cricket is now consumed on your way to the office, between two meetings or between two lectures or maybe even during a lecture. The penetration of cheap and fast internet and a smartphone have really upped the consumption. Another piece is the access to cricketers beyond the field – the audience is watching them talk on podcasts, dance on Reels, exercise on YouTube, holiday on Instagram, etc., and, therefore, the connect is more to the overall personality as opposed to on-field heroics. If brands can participate in the snack-able version of cricket that is distributed through reels, memes and shorts – that’ll be a great space to participate and the second bit is if they get the fans closer to the player beyond the field, it’ll help engage the users aggressively,” Mehta adds.

Brands are adapting their marketing strategies to effectively engage with cricket fans and viewers in the digital and social media era, says Shubhangi Gupta. According to her, several key factors and considerations drive this transformation. Firstly, she points out, brands recognise the immense potential of digital platforms to reach a vast and engaged audience. For instance, Disney+ Hotstar is expected to have around 450 million users during the ICC Cricket World Cup, with approximately 50 million concurrent viewers. “This digital reach is compelling for brands seeking to maximise their exposure,” she adds.

Mehta further says, “Studies have demonstrated that relevance is crucial in capturing users’ attention and driving engagement. Approximately 63% of users prefer relevant ads, leading to higher returns on investment. Brands are leveraging artificial intelligence (AI) to create contextually relevant messaging. This involves incorporating seamless shopping options and cross-platform promotions to make advertisements more engaging and effective. Furthermore, the accessibility of free mobile streaming during the World Cup has attracted brands to digital platforms. This accessibility increases the potential audience base, making it an attractive option for advertisers.”

She further adds that advertising on digital platforms is often lower than traditional TV, making it a cost-efficient choice for many brands.

“Brands have been trying to capture the sports audience’s attention not just from the widespread platforms but from multiple digital and social media platforms that cater to specific categories of sports or specific sports communities. To bring maximum attention to their campaigns, brands also partner with domestic sports properties, thus, increasing their presence within the community at the ground level. To leverage the popularity of domestic sports events within the community, brands come up with different ways to approach the consumers and establish a real connection with them,” Mehta says.

She cites the examples of brands like Lenovo, Oreo, Kotak Security, and Nissan to demonstrate the trend of aligning marketing campaigns with the World Cup and ensuring contextual relevance.

“Brands also leverage technology to enhance the viewing experience, creating a comprehensive package for cricket enthusiasts. In conclusion, brands are adapting their marketing strategies to engage with cricket fans and viewers by harnessing the power of digital and social media. The free mobile streaming option, AI-driven contextually relevant messaging, and cost-effectiveness make digital platforms attractive for advertisers during major sporting events like the ICC Cricket World Cup, rooting down till domestic sports events as well. This trend will likely continue as digital advertising evolves, providing opportunities for brands to connect with their target audiences,” she concludes.

Numerous instances are emerging where brands such as Swiggy and Zomato are utilising their digital platforms, particularly their apps, to provide real-time discounts during cricket match days; they are using tools like push notifications to engage their audience, observes Himanshu Arora. “Brands are strategically employing or planning to employ topical and moment marketing to capture the attention of social media users. Digital media offers greater flexibility and agility, enabling them to align their strategies with the prevailing sentiment surrounding the World Cup. This adaptability allows them to seize the moments from the matches and craft content around them, effectively engaging their audience,” he adds.

Regarding content, Barin Mukherjee notes that communication is now being tailored with cricket in mind. Thanks to technology, messages can be more contextually relevant. Brands can now reach their audience at a point in time that suits their online consumption habits, maximizing effectiveness. Each moment during a match presents an opportunity to initiate a conversation, capitalising on the power of social media and the game itself.

Factors brands consider

In a crowded marketplace, brands carefully consider several key factors when evaluating sponsorship opportunities for the Cricket World Cup, such as band alignment, audience reach, demographics, geographic scope, etc.

The two biggest factors are visibility and personality, says Sagar Mehta, adding, “The opportunity should either get you high visibility, like Emirates had with the umpires for the longest time in international cricket, or it should strengthen the brand personality that you’ve built or are trying to build with the way your brand is placed in the context of the game.”

Himanshu Arora emphasises the importance of allowing a natural integration rather than trying to force-fit the brand. He suggests that there should be an organic connection between the brand and the sport of cricket.

It is equally crucial for brands to address the challenge of appealing to diverse audiences and cultures. Cricket is a global sport with a widely varied fan base, and brands need to be sensitive to these differences.

“The core objective needs to be to reach out to either the consumer buying your product or the one that influences that purchase decision,” states Sagar Mehta, adding, “Everything else is just brand awareness. Brands must focus on trying to get to the right audience as opposed to trying to spread themselves too thin and dilute the message in order to reach a wider audience. No matter how you split the cricket-watching audience pie, you’ll still end up getting a huge piece of relevant audience for your brand.”

The Cricket World Cup presents a unique platform for showcasing innovation in advertising and marketing. Touching upon some recent trends or innovations that brands have introduced in their campaigns, Sagar Mehta says, “The change in viewership experience on OTT with different camera angles and local language options has been truly refreshing. It gets the audience more involved in the game and the local language brings in a wider audience that may have remained distant because of the language barrier. It makes the game more personal, with local cultural references and nuances being captured better with local language commentary.”