DIGITAL BOUNDARIES: HOW DIGITAL MARKETING SCORES BIG WITH SPORTS EVENTS
As cricket enthusiasts across the globe come together to celebrate the ongoing Cricket World Cup, the game isn’t confined solely to the 22 yards of the pitch. In this digital age, the boundaries of cricket have extended to the internet, and digital marketing is playing a pivotal role in the sport’s evolution. In this blog post, we will explore how digital marketing has become an integral part of the cricketing ecosystem, with a special focus on the just concluded Cricket World Cup
Building a Digital Fan Army
Cricket teams have recognized the power of digital marketing in building and engaging a loyal fan base. Social media platforms like Instagram, Twitter, and TikTok have become virtual battlegrounds for teams to connect with fans. They create engaging content, share behind-the-scenes glimpses, and run interactive campaigns to keep the fans hooked. The result? A global fan army rallying behind their teams with fervor.
For example, the Indian cricket team has a massive following on social media, with millions of fans engaging with their content, participating in contests, and proudly displaying their team’s colors in their profile pictures during big tournaments.
Other sports also have developed similar ways to build their fan following. For instance, the English Premier League Football teams have created their own mobile apps where fans can stay updated with all the latest news and action related to their favorite teams and football stars. EA Sports has the FIFA video games as its most popular franchise which football fans and gamers love for its authenticity. The realism of these games brings brand sponsors into the game, increasing their visibility and boosting marketing efforts.
Influencers and Brand Collaborations
Sport persons such as cricketers have become powerful influencers in the digital space. Their endorsements, product launches, and partnerships with brands transcend traditional advertising. Brands collaborate with cricketers, leveraging their star power and the trust they command among their fans.
When Virat Kohli endorses a product or Rohit Sharma is the face of a campaign, their massive following ensures that the message reaches a vast audience. This kind of collaboration is not just about promoting products; it’s about building a lasting connection between brands and fans.
Adidas — the official sponsor of the Indian Cricket team’s jersey had a field day in the recently concluded Men’s Cricket World Cup, by promoting their brand extensively through a focused campaign on social media platform. The global brand also hyped up lesser-known Indian track athletes who performed brilliantly at the Asian games 2023. These rising stars got us medals we’d never won before, kudos to our Champions as well as their Sponsors!
Live Streaming and Digital Broadcasting
The way we consume cricket has undergone a massive transformation, thanks to digital marketing. Live streaming platforms like Hotstar, Start Sports, Sony Liv, and ESPN+ have made it easier for fans to catch their favorite teams in action, no matter where they are in the world. Advertisers have seized this opportunity to target their specific audiences through in-stream advertising and interactive promotions.
Digital broadcasting doesn’t just cater to local fans; it reaches the global audience. This inclusivity is one of the factors that makes cricket such a popular sport worldwide.
Fantasy Cricket and Betting Apps
The rise of fantasy cricket leagues and betting apps has added a new dimension to the sport. These platforms rely heavily on digital marketing to promote their services and attract users. With enticing advertisements, referral programs, and targeted promotions, they have successfully engaged cricket enthusiasts on a whole new level.
While these platforms add excitement to the game, they also raise important ethical concerns, such as responsible gaming and fair play. Dream 11 has officially made it to the Indian Cricket team’s jersey and has become a widely known brand in a short span of time. How the brand catapulted to such massive popularity deserves a blog of its own.
The Power of Data and Analytics
Data analytics is not just reserved for on-field performance analysis. Teams use data-driven marketing campaigns to reach the right audience with tailored content. From segmenting their audience to crafting personalized messages, data-driven marketing has become the norm in cricket.
The world of Motorsports not only harnesses the power of data and analytics, but majorly relies on it for accurate timings, mechanical tweaks, and decision making. F1 has seen continuous improvements in regulations and safety standards through cutting edge technology and digital solutions.
Challenges and Ethical Considerations
The integration of digital marketing in cricket isn’t without its challenges. Online abuse, misinformation, and privacy concerns have raised important ethical considerations. Cricket bodies and digital platforms must work together to address these issues and ensure that the sport remains a safe and positive environment for fans and players.
Future Trends in Cricket and Digital Marketing
Cricket is no longer confined to a few cricket-loving nations. It’s a global sport, and digital marketing helps teams and organizers connect with diverse international audiences. This reach isn’t limited to just English-speaking countries; cricket content is now available in multiple languages, making the sport accessible to a broader audience. Similar to this language-based accessibility of a sport like cricket, we shall also see developments happen on the technological front.
The first decade of the 21st century saw technology making headways into sports and gaming. When Nintendo Wii was introduced to the public, gamers were thrilled to have live action gaming in their living rooms. Nearly two decades later, we have far sophisticated technologies like augmented reality (AR) and virtual reality (VR) which are reshaping the way fans engage with the game and how brands interact with their audience. With the kind of Investment Meta is making in the Metaverse, these innovations will open new avenues for fan experiences and brand promotions.
Looking ahead, the future where cricket and digital marketing, or rather any sport combined with digital marketing practices promises to be even more exciting.
Success Stories
Except for the boards and the broadcasters, the World Cup events are expensive. With crores of viewers watching the telecast, or should we say “Digicast”, a 10 second spot for advertising runs to the tune of lakhs. So, the Marketing Execs are more than willing to pay the big bills. Brands are investing not only in streaming partners but also other platforms for targeted communications facilitated by data harnessing through various digital platforms.
To conclude, let’s reflect on some success stories from this World Cup. These campaigns not only left a mark in the cricketing world but also set benchmarks for digital marketing in sports. They demonstrated the potential of a well-executed digital marketing strategy to impact team performance and fan engagement positively. Let’s take a quick look at our top picks of the season:
- Policy bazaar – Kapil Sharma Card
- Zomato – Ranveer Singh, Chris Gayle, and AI
- Zepto – Bumrah x Speed = Brand Identity
The online insurance aggregator got the man who has created a strong connect across generations. In one of the campaign ads, Kapil Sharma appears on screen with Aggu Stanley, a popular influencer. The comedian in his best form was well-received by the audiences, which led Policybazaar to grab more attention and get higher engagement.
Zomato has thousands of partners restaurants in the country, and they gave them two of the biggest stars of the movie and cricketing world to endorse their brand. The food aggregator had restaurants promote their brand with AI voice in a typically scripted ad. It was widely appreciated and shared by such establishments, thereby increasing Zomato’s brand goodwill.
The hyper delivery app possibly got the finest ambassador in a pace bowler to promote their service as “Delivery at Bumrah speed”. Bumrah may not be media friendly as other popular cricketers, but the adverts’ brilliant production and neat settings more than made up for the campaign’s amazing delivery! With 7M hits on YouTube, Zepto sure has achieved great brand recall with this one.
The ICC Cricket World Cup has yet again proven that it’s not only a sporting spectacle, but a digital marketing extravaganza. Digital marketers should keep a close eye on the spectators; the ongoing tastes and trends to innovate successful strategies and stories to complement the spirit of this global event. The synergy between cricket and digital marketing promises to shape the future of both sports and advertising, creating an exciting playing field where the digital boundaries are limitless.