T20 World Cup attracts a vast and more engaged audience, says CoinDCX’s Marketing Head

We spoke with Ramalingam Subramanian on the brand’s association with cricketing events, factors for partnering with WC T20, leveraging broadcast and more.

The long-awaited ICC World Cup T20 has finally kicked off after a delay of about 5 years. This has not just left the fans ecstatic but also the brand world seems to be riveted with the event. It is reported that the broadcaster has raked in over 1200 cr of ad revenue, a three-time jump in comparison to the previous edition. It has signed 16 sponsors including Byju's, Dream 11, Coca-Cola, Vimal, PhonePe, Havells, Netmeds, CoinDCX, JioMart, Skoda, Mondelez, Reliance Trends, Pernod, Upstox, Samsung and Cred.

To understand know more about such association, afaqs! spoke with Ramalingam Subramanian, head of brand, marketing and communications, CoinDCX on his insights on partnering with T20 World Cup and more.

The T20 World Cup is massy and provides the required scale to a brand.Also, the T20 format drives more female viewership as compared to other formats. Our broadcast association was primarily to make crypto accessible and the mediums provides that exposure. The idea was also to normalise the crypto industry and remove the false notion of exclusivity.

Cricket is India's most popular sport, with millennial and Generation Z viewers glued to their televisions throughout matches. It will take some time for any other sports or brands to replace in this cricket frenzy nation

Associations like these are not just brand building but brand awareness as well. Broadcasting delivers high visibility and impact which is necessary for creating recall that can further help during performance marketing. It helps in building the necessary connection or bridge for other mediums and marketing programs.