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IPL 2015 to be a convergence of technology, fun, and fan engagement: GroupM ESP

MUMBAI: GroupM Entertainment and Sports Partnerships (ESP), a specialist business unit of GroupM, have released their 10 trends for the cash-rich Indian Premier League (IPL) 2015. The agency predicts the following trends:

1. Smart talent acquisition by franchises increasing competitiveness with teams evenly matched

2. Enhanced broadcast production quality with regional language feeds

3. Fan park concept to heighten interest and involvement in smaller cities and towns

4. Digital platforms to create sustained and deep engagement with real-time analytics

5. Surround content to drive social conversations.

6. Technology to enhance spectator interactions and engagement inside stadium

7. Realistic sponsorship pricing strategies resulting in repeat purchases and a stable sponsor ecosystem

8. Apparel as an emerging and popular sponsor category among franchises

9. Sponsor’s increased dependence on crowd-sourcing to create excitement around their brands

10. E-commerce brands to dominate ad spends on broadcast platform

In 2015, teams will continue investing in the in-stadia experience content delivery. Owing to multilingual feeds, Sony’s regional channels will attract more eyeballs. Mobile applications will take the centre stage by enhancing the interactive experience. The proliferation of video and statistical information, backed by increased social exchange, will define the popularity of teams.

The report adds that the IPL offers a consumer delight by integrating newest technologies and enhanced fan experience while building affinity with future generations of fans who have moved from passive viewers to engaged amplifiers.

GroupM ESP national director Vinit Karnik said, “The sports industry is progressing by leaps and bounds, and it is an exciting time for leagues like the IPL. We have come a long way in terms of how it addresses sponsorship sales and convergence of technology. From selling tickets to selling an experience, the IPL has come a long way. This further extends from the execution of sponsorships across major platforms—all the way to the idea/solution generation phase during the sales process.”

With respect to ad spend, he said that a lot of new-generation brands will jump onto the IPL bandwagon, making it a high-spend, high-visibility, and high-engagement business.