IPL 2018: What Makes Mumbai Indians A Successful Brand?
Experts are optimistic about the overall sponsorship growth and individual team sponsorship revenue of IPL 2018. According to Aman Abbas CEO, Commwiser Consultants LLP, “With both global and Indian economy looking up and demonetization and GST well behind us, brands are likely to be bullish about IPL 2018 compared to last year. Star Network will also have a great role to play in it with them owning both digital and TV rights. Some of the new sectors that are going to join the bandwagon would include Fintech, edu-tech, education and e-commerce space, though fewer brands in it. The spend is likely to be skewed towards digital. It will be interesting to watch the triangle of Vodafone-Idea, Airtel and Jio’s strategies of activations, digital and TV advertising.
Speaking about the viewership tends to watch out for in IPL 2018, he adds, “Facebook outbid television networks to air Golden Globes. Stickiness of social is guaranteed by its inherent ability to share content, making it the preferred channel for native programming. Livestream is the future, and a big earner for digital media networks. Brands will find it much easier to amplify exposure through re-targeting. Sensing this huge potential of ad revenue, we will see social networks bidding for IPL broadcast rights. Brands will be looking for the right mix of endorsements and ad placements, strategizing to create viral content by capitalizing on social trends in real time.”