ICC Champions Trophy: A Marketing Extravaganza for Brands

The ICC Champions Trophy is more than just a cricketing spectacle; it is a high-stakes marketing battleground where global brands compete for visibility, engagement, and consumer loyalty. 

With millions of passionate fans tuning in worldwide, the tournament offers unparalleled opportunities for brands to position themselves strategically and maximize their impact.

The Power of Marketing in Global Championships

In the modern marketing landscape, sporting events like the ICC Champions Trophy serve as prime advertising real estate. These tournaments not only guarantee vast viewership but also ensure deep emotional engagement with fans. Whether through television, digital platforms, on-field sponsorships, or out-of-home advertising, brands leverage the global reach of cricket to reinforce their presence in the market.

For marketers, investing in the Champions Trophy is about more than just visibility—it’s about creating an experience, engaging with audiences meaningfully, and positioning their brands in a dynamic and passionate environment.

The Cost of Visibility – Advertising Investments

Brands looking to make an impact during the ICC Champions Trophy must be prepared for significant investments. The tournament offers various sponsorship and advertising tiers across multiple platforms. 

Here’s a breakdown of the costs involved:

Television Broadcast:

• Co-presenting sponsorship: ?55 crore

• Associate sponsorship: ?44 crore

• Partner sponsorship: ?28 crore

• 10-second ad spot during India matches: ?28 lakh

Digital Advertising:

• Co-presenting sponsorship: ?55 crore

• Powered-by sponsorship: ?45 crore

• Associate sponsorship: ?25 crore

• Cost Per Mille (CPM) rates: ?250 for the full tournament; ?500 for India matches

• Video and Display Ads: Available on platforms like Hotstar, with options such as Midrolls, Pre-rolls, and banners

Connected TV (CTV):

• 10-second spots: ?7 lakh for the entire tournament; ?15 lakh for India and playoff matches

• CTV Ads: Provide brands with a premium space on smart TVs, engaging viewers in their living rooms

Out-of-Home (OOH) Advertising:

• Airport Ads: High-visibility advertising in major international locations such as Dubai, targeting business travelers and tourists

• Programmatic Digital Out-of-Home (PDOOH) campaigns: Allowing brands to reach diverse audiences in public spaces with targeted messaging

Why Brands Invest in the ICC Champions Trophy

With a global audience and high engagement, the tournament offers unmatched marketing potential.

1. Expansive Reach and Massive Engagement

The ICC Champions Trophy draws millions of cricket fans from across the globe, creating a highly engaged audience. Brands that associate with the tournament benefit from:

• High-impact advertising slots during peak viewership

• Emotional brand connections as fans passionately follow their favorite teams

• Opportunities to engage directly with consumers through interactive campaigns

2. Digital and Social Media Amplification

The digital transformation of sports marketing has added another dimension to advertising opportunities. Brands can now:

• Utilize precision retargeting to engage potential customers based on viewing habits

• Run multi-platform campaigns across mobile, social media, and Connected TV

• Create interactive experiences, such as user-generated content challenges or AI-driven personalization

3. AI and Data-Driven Marketing Strategies

With artificial intelligence shaping modern advertising, brands leverage data-driven insights to:

• Optimize ad placements for better ROI

• Deliver personalized messaging to different demographics

• Engage audiences in real-time with dynamic content

4. Sponsorships and On-Field Branding

Beyond digital and TV ads, brands also gain substantial mileage from on-ground sponsorships:

• On-field branding: Logos placed on the pitch, boundary ropes, and team kits

• Fan engagement zones: Experiential marketing that allows audiences to interact with the brand

• Strategic partnerships: Collaborations with tournament organizers to create branded fan experiences

Key Brands Leveraging the ICC Champions Trophy 2025

Several leading brands have recognized the ICC Champions Trophy as a lucrative marketing platform. These companies have strategically positioned themselves as sponsors and advertisers to maximize their reach and engagement.

Premier Partners:

• Emirates: A long-time ICC partner, Emirates maintains a strong presence with umpire uniform branding.

• Aramco: Engages with fans through awards like “Aramco Player of the Tournament” and “Aramco Power Performances.”

• DP World: Supports logistics and efficiency for ICC events while enhancing brand credibility.

Global Partners:

• Coca-Cola: A dominant force in sports sponsorship, Coca-Cola’s partnership with ICC extends till 2031.

• Sobha Realty: Offers exclusive hospitality experiences, leveraging its luxury real estate appeal.

Official Supporters:

• NEAR: Uses blockchain technology to enhance digital fan interaction.

• FanCraze: Introduces digital collectibles and fantasy games, making cricket engagement more interactive.

• Royal Stag: Aligns with the ICC’s entertainment appeal under its “Live it Large” branding.

JioStar Sponsors:

• Dream11: Captures the fantasy sports market by associating with ICC events.

• Vodafone Idea: Uses cricket’s mass appeal to promote telecom services.

• ICICI Direct & LIC Housing Finance: Utilize the tournament to engage financial service consumers.

• Eicher Motors: Launching its electric motorcycles, strategically capitalizing on the massive cricket audience.

• Indira IVF: A fertility clinic reaching a wide demographic through cricket sponsorships.

ROI on Marketing – Is It Worth the Investment?

Despite the high advertising costs, brands consistently invest in ICC tournaments due to the significant returns they generate:

• Brand Recall: Consumers associate sponsors with the excitement and prestige of the event, leading to long-term loyalty.

• Sales Conversions: Cricket advertising has been shown to boost product sales, particularly in categories like FMCG, finance, and telecom.

• Customer Engagement: Fans interact with brands via social media, contests, and interactive promotions, strengthening brand affinity.

Future of Marketing in Sports Championships

With evolving technologies and growing digital integration, the marketing strategies around ICC tournaments will continue to transform. Brands are expected to explore:

• Augmented Reality (AR) & Virtual Reality (VR): Enhancing fan experiences with immersive advertising.

• Metaverse Activations: Creating virtual cricketing worlds where fans can engage with brands in a new dimension.

• Sustainability Partnerships: Brands aligning with eco-friendly initiatives to enhance their reputation and social responsibility.

Conclusion: Marketing Goldmine or Just Another Tournament?

The ICC Champions Trophy is undoubtedly one of the biggest marketing platforms in the world of sports. The blend of digital, television, and on-field advertising ensures brands get maximum exposure, making the event a true marketing extravaganza. 

The investments made by global brands in sponsorships and advertising during this tournament underscore the massive commercial potential of international cricket.

As the marketing landscape continues to evolve, brands must innovate and adapt their strategies to make the most of sporting events like the ICC Champions Trophy. 

Want to make your brand stand out in global sporting events? 

Uniworld Studios crafts data-driven marketing campaigns that maximize visibility and engagement. 

Let’s create your winning strategy—Get in touch today!