It is not new for brands to sponsor cricket teams to increase visibility, brand association and reach the target audience through greater customer engagement. During the match, you will often brand logos on the jerseys, signage and banners around the stadium to establish their brand recognition and eventually increase sales.
Cricket, being a popular sport all around the world is the top choice for various companies to promote their products.
And this year, it is none other than Adidas who became India’s kit partner for T20 World Cup 2024.
The campaign featured notable players from the World Cup Squad including Captain Rohit Sharma, Vice Captain Hardik Pandya and Virat Kohli. All of them were wearing the jersey which was designed by Adidas, showcasing their logo.
The campaign has the tagline “One Jersey, One Nation” and aims to uplift the spirit of the Indian team. Amidst the great pressure due to high competition between the teams, the campaign encourages the players to give their best efforts without feeling the pressure. It highlighted the joy that comes with releasing pressure and wanted the players to play freely without being unburdened by anything.
With the ad, Adidas wanted the cricket fans to come and join together to show their support for the Indian cricket team through their new jersey.
Through collaboration with BCCI, Adidas looked to increase its brand presence. They particularly chose India because here cricket is not just a game, but rather an emotional connection associated with millions of fans.
However, the strategy is more than increasing their brand visibility. The brand tapped into deep connections that Indian fans have with cricket, thereby enhancing its market presence, especially among sports enthusiasts.
Cricket has become a cultural phenomenon. And over the years, brands have taken this opportunity to connect with the Indian fan base. Any sports tournament, especially cricket is a platform through which the brand reaches millions and millions of consumers, thereby having a chance to acquire new customers and also retain the loyal ones.
Adidas has also partnered with the Indian team previously. In 2024, they signed a five-year contract and featured their logo on the jersey as it is the first product of the brand to the customers.
Last year, Adidas witnessed record sales of their jersey with the campaign, “3 Ka Dream.” The campaign not only increased sales but also positioned Adidas as a top sportswear brand in India.
Sponsorships not only benefit the brand but also the teams. Sponsorship from brands provides funds to both National and International cricket teams. BCCI uses these funds to provide training facilities and bring in more young talent.
There is a rivalry among TV networks to broadcast the tournaments. This is because most of the brands desire to reach the global audience which can only be achieved through advertisements. Hence, the media company become a great source of revenue for cricket bodies.
Also, increased funding and exposure help to make the sport more professional, leading to better-organised tournaments and leagues.
As brands constantly try innovative ways to connect with customers, partnering in sports tournaments stands as the unique way to do so. Given the mass appeal of cricket, Adidas' T20 World Cup campaign 2024 holds great promise to redefine market trends and win the hearts of sports lovers.
For now, we will have to wait and see if Adidas can achieve the same success as it did with its “3 Ka Dream” marketing strategy.