Major cricket tournaments trigger a surge in ad spending as brands capitalize on the sport’s massive following. The latest TAM Sports report on ‘Commercial Advertising ICC T20 WC 2024’ reveals a significant surge in advertising volumes. Ad volumes per match grew by 38% compared to the ICC T20 World Cup 2022, reflecting the increasing commercial appeal of the tournament.
As ad spending surges, so does viewership, with brands capitalizing on high-stakes moments to capture maximum audience attention.
More Advertisers, More Brands, More Competition
This excitement and craze for cricket spills beyond the boundaries of TV and can be witnessed on various other mediums including OOH. A significant increase in out-of-home (OOH) advertising spending was witnessed during the 2024 IPL season. This was due to a combination of factors, including the IPL’s growing popularity, the rise of digital OOH, and more.
With DOOH, brands can now deliver real-time, contextual messages. For instance, a beverage brand can instantly display celebratory ads after a team’s victory or a food delivery service can promote match-day offers on digital screens in sports bars.
India Matches = Ad Goldmine
Matches featuring India saw a 90% higher ad volume than non-India games, reinforcing the team’s massive commercial pull. Even within the tournament, advertising intensity varied—Super 8 stage ad volumes surged by 118% compared to the Super 12 of ICC T20 WC 2022 (Source: TAM Sports ‘Commercial Advertising ICC T20 WC 2024’).
The Big One: India vs. Pakistan on Feb 23
With the highly anticipated India-Pakistan showdown on February 23, advertisers are preparing for an all-out blitz.Given this rivalry’s unmatched excitement, the upcoming match is poised to be a prime opportunity for brands to capture massive audience attention and make a lasting impact.
As the ICC T20 World Cup continues to shatter records, one thing is clear – cricket and advertising have never been more intertwined.
How pDOOH Enhances Sports Advertising
Programmatic DOOH (pDOOH) revolutionizes cricket advertising by enabling brands to:
- Deliver Contextual Messaging – Ads adapt based on live match progress, audience sentiment, and location-specific insights.
- Maximize Multi-Screen Impact – Campaigns run seamlessly across stadiums, airports, metro stations, and shopping malls.
- Enhance Audience Targeting – AI-driven insights refine messaging based on demographics, time, and even weather conditions.
Live Match Advertising in Restaurants & Beyond
During the Champions Trophy 2025, DOOH plays a crucial role in restaurants, sports bars, airports, and fan parks, delivering real-time ads such as:
- Beverage brands promoting celebratory drinks after a big win.
- Food delivery services pushing exclusive match-day offers.
- Merchandise stores highlighting limited-edition jerseys during key moments.
Lemma executed Budweiser’s FIFA World Cup 2022 campaign by strategically activating DOOH screens across 75 restaurants (streaming live matches) in 6 metro cities of India, ensuring real-time engagement with fans during live match screenings. This strategy can be replicated for the Champions Trophy 2025 to enhance
fan interaction and drive sales.
Global Reach with Localized Messaging
With the Champions Trophy 2025 attracting global audiences, brands can maintain consistent messaging across multiple markets while tailoring content for specific regions. For example:
- In Dubai, ads can promote exclusive match screenings at sports lounges.
- In London, brands can showcase cricket-themed merchandise at shopping centers.
- In Mumbai, QSR chains can highlight match-day meal deals near fan parks.
Conclusion
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.
