High-decibel sports events create compelling in-stadia branding opportunities
By Rajiv Raghunath - March 06, 2017
As a case in point, Bengaluru's Chinnaswamy Stadium that has hosted the 2nd India-Australia Test Match was enveloped with in-stadia branding of PayTM, Kent RO, Hero Group, BSNL, Bharti Cement, Wild Stone, Britannia Good Day, IDBI Federal and Servo. Dalmia Cement branded the two giant electronic scoreboards above the sight-screens.
The old-fashioned Test Match cricket is still a big draw in India, notwithstanding the onslaught of pulsating T20 matches that seem to have caught the imagination of a wide spectrum of people. The impending 10th edition of Indian Premier League (IPL) has already set the tone for the year’s cricketing extravaganza, even as the ongoing India-Australia Test series features gripping battles between the top two ranked Test Match teams.
While cricket’s pre-eminence as a television spectacle in India is unchallenged by any other sport, people are still thronging the stadiums to watch the matches and soak in the charged atmosphere created by tens of thousands of people converging in a bull-ring to cheer their favourite teams and players.
Hence, it comes as no surprise that in-stadia advertising at the cricket grounds is so robust. As a case in point, Bengaluru’s Chinnaswamy Stadium that has hosted the 2nd India-Australia Test Match was enveloped with brand displays that would have easily connected with a large captive audience. Among the brands that opted for the in-stadia advertising were PayTM, Kent RO, Hero Group, BSNL, Bharti Cement, Britannia Good Day, IDBI Federal, Wild Stone and Servo. Dalmia Cement took the branding of two giant electronic scoreboards above the sight-screens.
As many more sporting disciplines launch high-decibel leagues, the opportunities for impactful in-stadia branding will increase multi-fold. Badminton, tennis, kabaddi, wrestling, and boxing are among the sports that have launched leagues that now command huge fan following.