Read our new manifesto

Oct 19 - 23

Discuss, debate and discover the future of agencies

Problem Solved #4: IPL reworks format to ensure star-studded show goes on

How Indian Premier League (IPL) worked its format around this year.

To mark the launch of our new manifesto – setting out The Drum’s editorial mission to help readers solve their problems – we’re christening today Solutions Day on thedrum.com. And to set the tone, over the course of 24 hours our team of worldwide journalists will be spotlighting 24 recent examples of times when our industry demonstrated its remarkable talent for solving problems.

Problem: It was a challenging year for the Indian Premier League (IPL) in the wake of the Covid-19 pandemic. The USP of the event has been its format backed by packed stadiums filled with cheering crowds, and that also became its big challenge.

Solution: As the only available cricket property for brands to associate in India in 2020, IPL pivoted its model and offering. It moved the venue from India to United Arab Emirates (UAE), the event went behind closed doors and became broadcast-only and new rules of fan-engagement were looked at.

Read the original article here.

  • In a first time ever, IPL matches this year will be played to empty stadiums in UAE - under the environment of bio-bubble and stringent protocols laid by BCCI.

  • For an enhanced fan-engagement experience, many first-time innovations were introduced: virtual shoots, virtual meet and greets, digitally enabled fan engagements, remote production units etc.

  • IPL, a formidable property evaluated keenly by marketers in their media-plan, has added many new slots for sponsors this year.

Vinit Karnik, business head, entertainment, sports and live events, GroupM, says: “The IPL event is expected to lift people morale, bring in the much-required positivity and somewhere, be the catalyst of restarting many things around us.”

Read more Problem Solved articles in our Solutions Day hub.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis