Why Tri-Nation Series make for the best platform for brands?
If approached right, the design of the Tri-Nation Series & presence of team India can be the right platform for brands to leverage a growing marketplace quickly
The world of cricket has seen people build communities around their favourite cricket team and have worshipped their favourite cricketer. From ensuring loyal fandom by attending all (or at least most) of their matches to having tattoos, face paintings and t- shirts after them, people have had their own way of exhibiting their love for the sport and its players.
The cricket fan base has always maintained the hype of the sport. This popularity of cricket among its fan also draws various media sources towards exclusive focus on covering Cricket as their prime beat. From apps, to news channels & newspapers, to even standing outside TV Showrooms so they don’t miss their team’s best trick, cricket news & coverage on TV is literally the centre of all media.
A country like India sees Cricket as more than just a sport. What started as plain entertainment grew into an obsession that now tugs their emotions into the picture. When the team wins, streets fill with celebratory events and when the team faces a loss, the entire country could sit for hours discussing how ‘we’ still tried. Regardless of the results, the connect remains and has developed into a significant part of their daily life. And Regardless of the difference in languages, culture or background, one ‘iconic player’ can bring together people from different walks of life into one hood.
Team India, has been known around the globe for its performances and has its fandom spread over the continents. What tops the list is the fact that, India, has not only managed to be a people favourite team by choice but also a team that is welcomed to play in most countries for different tournaments.
The popularity and demand of cricket as a sport and its undying attraction with people in India is unparalleled. Further, the attraction that Team India draws wherever it goes with its exceptional performance and fans across the globe only makes it to critical for any tri-nation series to see better impact on the sponsorship and marketing. The fact that the Indian audience thrive on the sport, ensures a good viewing rate and allows the population of 1.2 billion to observe and acknowledge every detail about the match including the advertisements that they eventually begin to register in their minds.
Any brand that exhibits itself in a match involving the Subcontinent puts itself in the view of the nation and every other member witnessing the match. Hence a majority of Indian Brands that are popular but feel the need to become a stronger household name, willingly come forward to sponsor these matches. This way, the involvement of the country in the series sees a good effect on sponsorship and because of the viewership, a humongous amount of marketing to go with.
For instance, brands like Micromax, Oppo, Vivo, Royal Stag Cricket Gear and several other brands were able to increase their brand’s territory & in fact even build its brands by involving themselves with cricket sponsorship that has allowed the brand to travel to different countries and form itself a strong foundation for further development and increase their brand mileage.
The importance of this is so high that matches are translated into Hindi & other regional languages for all kinds of audience groups to enjoy their favourite sport. A few clashes of series that might cause the unavailability of players could devalue the original capability of the team and hence the schedule is created to ensure presence all critical players.
Global sponsorships that follow the trail of team India had such a huge impact on the significance of the team that BCCI, now, respectfully demands and receives the team’s participation for the team’s presence triggers benefits for the whole of the series with these sponsors.