When the IPL moved overseas — especially in 2020 to the UAE — sponsorship and branding strategies had to pivot fast and smart. Here’s how things adapted:
💼 1. Shift to Digital-First Branding
With empty stadiums and no fans in stands, the entire focus moved to TV and digital:
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LED boards around the ground became prime real estate for sponsors
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Brands heavily used AR overlays, on-screen graphics, and mid-match integrations
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More QR codes, interactive polls, and hashtags featured on broadcasts
➡️ Result: Sponsorship visibility actually increased for many brands due to undivided TV attention.
📲 2. Surge in Social Media Campaigns
Franchises and sponsors leaned heavily on:
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Instagram Reels, Twitter banter, and YouTube content
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“Behind-the-scenes in the bubble” series became fan favorites
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Brands like Cred, Dream11, Paytm ran meme-based or influencer-driven promos
➡️ Result: Record-high fan engagement online — IPL 2020 became the most-watched season ever.
🧢 3. Merchandising Reimagined
Without in-stadium sales:
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E-commerce tie-ups boomed (Amazon, Flipkart, official IPL shops)
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Limited-edition gear was promoted via influencer marketing
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Teams used virtual try-ons for jerseys and fan gear
➡️ Result: Online IPL merchandise sales skyrocketed.
📈 4. Sponsor Mix Adjusted to Pandemic Era
New categories stepped in:
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EdTech (Unacademy, BYJU’S)
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FinTech (Cred, Paytm)
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Fantasy Sports (Dream11, MPL)
Traditional sponsors like airlines and travel brands reduced spend, while digital brands increased visibility.
➡️ Result: IPL became a playground for emerging Indian startups.
🎯 5. Local Venue Sponsorships Adapted
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Stadiums in UAE had neutral branding with new local sponsors
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Local UAE businesses like Etihad, Abu Dhabi Tourism also got visibility
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IPL branding worked with UAE government protocols for safety messaging
➡️ Result: IPL still managed to maintain strong local partnerships despite being far from India.
📊 Quick Summary:
| Aspect |
How It Adapted Abroad |
| Stadium branding |
Focused on LED, AR, and broadcast overlays |
| Fan engagement |
100% digital, interactive, gamified |
| Merchandising |
Online-exclusive drops, influencer-driven |
| Sponsors |
Shifted to tech, finance, and gaming |
| Regional partners |
Aligned with UAE brands and agencies |
Want a breakdown of which brands gained the most exposure from IPL 2020’s UAE edition or who replaced Vivo as title sponsor that year?