The Ad Goldmine: How Cricket Leagues Attract Big Brands

Major cricket tournaments like the ICC T20 World Cup and Champions Trophy witness a massive surge in advertising, with brands capitalizing on cricket's immense fan following. The latest TAM Sports report highlights a 38% rise in ad volumes per match during the ICC T20 World Cup 2024 compared to 2022, with the final match alone seeing a 57% spike. This growth is fueled by increasing advertiser participation—67% more categories, 76% more advertisers, and 83% more brands. India matches, in particular, are an advertising goldmine, attracting 90% higher ad volumes than non-India games. The upcoming India-Pakistan clash on February 23 is set to be a major opportunity for brands to maximize audience engagement.

With the rise of DOOH advertising, brands can now deliver real-time, contextual campaigns across multiple high-traffic locations like restaurants, sports bars, airports, and fan parks. Programmatic DOOH (pDOOH) further enhances sports advertising by enabling hyper-targeted messaging based on live match progress, audience sentiment, and location. Lemma’s success in executing Budweiser’s FIFA World Cup 2022 campaign across 75 restaurants showcases the potential of DOOH in sports marketing. For Champions Trophy 2025, brands can leverage DOOH to create immersive, multi-market campaigns, ensuring maximum impact and engagement.

DOOH is redefining sports advertising by offering hyper-targeted, real-time engagement. With Lemma’s programmatic capabilities and AI-powered analytics, brands can execute dynamic campaigns across high-traffic locations. By leveraging DOOH during the Champions Trophy 2025, brands can create immersive experiences that drive consumer engagement and tangible business results.

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