IPL 2020 is over! How sponsorships worked for companies?

So the Dream11 IPL 202 is over, Mumbai Indian winning the trophy again! What more? This time we had so many new companies sponsoring thing around IPL! Let’s look how it worked for them?

Title Sponsor Dream11

They were title sponsors of the big league, every brochure, digital asset or even commutator were uttering “Dream11 IPL” which is one of the best thing you can have, because dream11 is a sport fantasy game, and being an Indian company, they have right moment to attract die hard cricket fans.

Let’s look how IPL worked for them

As soon as the league started, they had a huge spike in google searches! We don’t know what is the exact number of searches but yes, you can see from the google trends.

Things we didn’t assume

Top states for which dream11 was searched are

  1. Dadra and Nagar Haveli
  2. Andaman And Nicobar Islands
  3. Uttarakhand
  4. Daman and Diu
  5. Jammu and Kashmir

Usually we have a habit of assuming that internet users are only in major cities but quite frankly non of these states have tier 1 cities of India.

Why brand name is important after all?

Top most 25 search quires have one thing in common dream11

Official Partner – Unacademy

Being in edtech space, for them it is one of the jackpot deal! In India 2 things are very popular, cricket and then education. After dream11, they grabbed the eyes of new users.

IPL 202 would have been very successful campaign for them, because since almost everyone is family watches IPL, when they came to know about unacademy, they must have download the app or browsed their website!

Unlike dream11, there are not major upticks! Their growth on an average is constant!

Things we didn’t expect for unacademy

They have a major crowd coming from states where students are looking for alternatives of quality education.

Top states for which unacademy was searched are

  1. Bihar
  2. Daman and Diu
  3. Jharkhand
  4. Andaman And Nicobar Islands
  5. Delhi

Top keywords or related keywords for which they are searched

Btw, unacademy did launch a summary of the event! It is getting quite popular, have a look!

Official Partner – CRED

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Now credit card still in India is not very popular, unlike dream11 or unacademy, cred belongs to an elite class of individuals who have a credit card bill!

IPL20 was one way for them reaching that user base!

You can see a bit of uptick during the start of the season but only people who stayed were people having credit cards with them.

One of the reason of their uptick was their ads! They were created in a funny manner which did grabbed the viewers attentions for showing something more than just an ad.

Things we didn’t expect for cred

They will get major users from non major cities states, of course looking at the product, that is suppose to happen!

Top states for which cred was searched are

  1. Puducherry
  2. Karnataka
  3. Chandigarh
  4. Telangana
  5. Delhi

CRED being a very uncommon application for majority of Indian users, their search keywords included all kind of things related to their brand

One of the top term is people actually searching for “cred advertisement”

Our favorite cred ad?

Official Partner – Tata Altroz

Tata Altroz is already associated with one of the most famous brand in India, which is “TATA”

As TATA launched a new vehicle, and everyone is already staying at home, they walked in front their audience. Having better brand recall value, IPL 2020 would be a refresher for consumers about the brand TATA.

Starting with IPL202, they got a sudden spike in search on google. Which was constantly moving up and down after that, but since it is one of the product of TATA brand, they don’t need huge spikes

Top states for which TATA Altroz was searched are

  1. Daman and Diu
  2. Dadra and Nagar Haveli
  3. Kerala
  4. Himanchal Pradesh
  5. Gujarat

Now if you are wondering what is the value of a brand? For many products are services, probably their top search terms are like

  • what is “app name”
  • how to use it “app name”
  • download “app name”

For TATA Altroz, it has amazing set of keywords, which are directly showing the intent of buyer

So it is always advise to build a brand not just product or service.

Umpire Partner – PayTm

If you are in India, and you never heard about PayTm, then we can only suggest you to google it. But don’t do now, read the whole post

Paytm is one of the financial app which one of the major P2P payment application in India.

For them, this IPL 2020 was more about brand recall rather than putting them in front of people. Best part of paytm? When their is an appeal, or decision pending with TV umpire or someone just hit the six, all cameras were focusing on the umpire who was wearing PayTm branded cloths.

For some odd reason, they have a huge spike and then it is all back to normal.

Top states for which Paytm was searched are

  1. Delhi
  2. Haryana
  3. Jharkhand
  4. Rajasthan
  5. Uttarakhand

Now being the household name in India, just like TATA the search terms directly reflect the intent of the user.

Official Strategic Timeout Partner – CEAT

Ceat being a well known brand in India for quality of tires they produce. They placed their brand in front of people in the right place.

Now CEAT being a known brand, there is more or less no significant difference in search treads.

Top states for which CEAT was searched are

  1. Andaman and Nicobar Islands
  2. Gujarat
  3. Maharashtra
  4. Uttarakhand
  5. Tamil Nadu

Now just like TATA, CEAT brand has recall value, and it is reflected in search quires which are related to CEAT

So this is our detailed analysis of How Sponsorship has affected brands in the IPL. This article is based on Google Trends!

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