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IPL 2020: Startups Making Straightway in Sponsorship Race

by upendra
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In the ever-evolving world of sports sponsorship, IPL 2020 witnessed a surge of startups making a significant impact. Explore how these innovative companies found their way into the sponsorship race.


The Indian Premier League, popularly known as IPL, is not just a cricketing extravaganza but also a marketing juggernaut. Year after year, it attracts global attention, making it a goldmine for sponsors. In IPL 2020, we witnessed a remarkable trend – startups diving headfirst into the sponsorship race. In this article, we’ll delve into the journey of these emerging companies, their strategies, and the impact they had on IPL 2020.

Breaking Ground: IPL 2020

IPL 2020, held in the United Arab Emirates due to the COVID-19 pandemic, presented a unique opportunity for both established companies and startups. With millions of viewers glued to their screens, it was the perfect stage for brands to gain visibility.

The Rise of Startups

Gaining Traction Amid Giants

Startups like Dream Sports, the parent company of Dream11, and CRED made headlines by securing prominent sponsorship deals. These ventures, relatively new to the scene, astutely recognized the potential of associating with IPL.

Innovative Branding Strategies

Startups brought fresh ideas to the sponsorship table. They employed innovative branding strategies, leveraging digital platforms and social media to connect with the IPL’s tech-savvy audience.

Cost-Effective Sponsorship

Unlike established conglomerates, startups often opted for smaller, cost-effective sponsorships. This allowed them to maximize their ROI and gain significant exposure without breaking the bank.

Leveraging Technology

Data-Driven Insights

Many startups in IPL 2020 harnessed the power of data analytics to target their audience effectively. By analyzing viewer preferences and behaviors, they tailored their marketing efforts for maximum impact.

Virtual Experiences

In a tournament without live spectators, startups focused on creating virtual fan experiences. Augmented reality, virtual meet-and-greets, and interactive games kept fans engaged and excited.

Impact on IPL and Sponsorship Landscape

Diversifying Sponsorship Portfolio

The influx of startups injected diversity into IPL’s sponsorship portfolio. This diversification mitigated risks and ensured that the tournament was not overly reliant on a few major sponsors.

Fan Engagement

Startups brought a fresh perspective to fan engagement. Their tech-driven initiatives increased fan participation and enhanced the overall viewing experience.

Setting New Trends

In many ways, startups set new trends in sports sponsorship. Their agility and willingness to experiment encouraged traditional sponsors to rethink their strategies.


Q: How did startups like Dream11 make their mark in IPL 2020? A: Dream11 capitalized on the fantasy sports craze by becoming the official fantasy gaming partner of IPL 2020, gaining immense visibility among cricket enthusiasts.

Q: Were startups’ sponsorship strategies more cost-effective than those of established companies? A: Yes, startups often opted for smaller, more targeted sponsorships, making their strategies cost-effective and yielding substantial returns.

Q: Did startups rely heavily on technology for fan engagement? A: Absolutely. Startups leveraged technology, including data analytics and virtual experiences, to engage fans in the absence of live audiences.

Q: How did startups impact the overall sponsorship landscape of IPL? A: Startups brought diversity and innovation to IPL’s sponsorship, encouraging traditional sponsors to adopt new strategies and engage with fans differently.

Q: What is the key takeaway from startups’ involvement in IPL 2020? A: The IPL 2020 experience demonstrates that startups can disrupt traditional sponsorship models and bring fresh, tech-savvy ideas to the table.

Q: Are startups likely to continue their involvement in IPL sponsorships in the future? A: Given their success in IPL 2020, it’s highly likely that startups will continue to play a significant role in future IPL sponsorships.


IPL 2020 was not just a cricket tournament; it was a testament to the evolving landscape of sports sponsorship. Startups, with their innovative approaches and tech-driven strategies, not only survived but thrived in the highly competitive sponsorship race. As the IPL continues to grow, we can expect these startups to play an increasingly pivotal role in shaping the future of sports sponsorship.

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