The third season of the DP World International League T20 (ILT20), the T20 cricket tournament held in the UAE, has begun and has already gained a lot of attention from cricket fans across the globe.
The league, which features top players and teams from around the world, also becomes a prominent platform for brands for numerous reasons.
ILT20, which airs on ZEE Entertainment Enterprises Ltd., provides a fantastic chance for sponsors to utilise ZEE’s extended reach. Cricket’s expanding popularity in places like the Middle East, India, and Southeast Asia allows marketers to reach a highly engaged audience via television and digital media. ZEE’s widespread circulation provides awareness across all demographics, while savvy sponsorships, athlete endorsements, and engaging fan activations may foster stronger customer ties.
To learn more about the same, SportsMint Media had the privilege of interviewing Mr Ashish Sehgal, Chief Growth Officer – Digital & Broadcast Revenue – Zee Entertainment Enterprise Limited.
In the interview, Mr Sehgal spoke on new initiatives to maximise ILT20’s reach, ZEE’s long-term objectives for the ILT20 league, and more.
1. With the increasing worldwide popularity of T20 leagues, how does ZEE Entertainment plan to expand ILT20’s digital and broadcast reach for the 2025 season?
With the rising global appeal of T20 leagues, ZEE Entertainment is elevating ILT20 to new heights by strategically expanding its digital and broadcast footprint for the 2025 season, ensuring the tournament captures the attention of cricket enthusiasts globally. Leveraging its extensive network, ZEE has established syndication deals in at least 10 countries, providing access to millions of viewers. Additionally, for the first time, the league will be live-streamed on YouTube worldwide, marking a significant milestone as no other league has achieved such extensive global coverage. This initiative aims to reach every cricket fan across the world and ensures widespread accessibility for a global audience.
In India, the broadcast network has expanded from 10 channels in the previous edition to 15 this year, with a significant inclusion of South Indian channels. We are carefully clustering channels to cater to diverse audience segments across various regions. FanCode serves as the exclusive platform for the English feed, delivering an immersive experience tailored for die-hard cricket enthusiasts. Through these innovative strategies and initiatives, ZEE Entertainment aims to make ILT20 a truly global spectacle, connecting fans across the world to the thrill of cricket.
2. What new initiatives are you considering to maximise income from ILT20, both through traditional broadcast and digital channels?
In the 3rd season, we are maximising our offering with multiple package options that help advertisers to maximise their presence through not just inventory but digital and on-ground presence as well. The unique tournament not only attracts Indian viewers but also gives a chance to maximise its brand presence amongst the Indian diaspora and die-hard cricket fans across the globe. Our watch-and-win contest gives advertisers a chance to juggle both TV and digital audiences. ZEE has fully embraced India’s mobile-first content consumption trend by creating an immersive, device-agnostic viewing experience for ILT20 fans. This allows the miss a moment of action on the field, as this includes seamless and uninterrupted streaming across mobile devices, desktops, and smart TVs. By leveraging powerful data insights, the brand is also personalising cricket advertisements to match viewer preferences, boosting engagement and maximising the impact of sports sponsorships. These targeted strategies not only deepen fan connections but also unlock new revenue streams through both traditional broadcasts and innovative digital platforms.
3. For ILT20 2025, what sponsorships and brand alliances are you focusing on, and how do they align with ZEE’s overarching business plan?
Zee has always been synonymous with complete entertainment, and with ILT20, it’s no different! By partnering with us on ILT20, brands gain access to the perfect blend of sporting icons and entertainment. We’re activating our Dilfluencers to amplify brand messaging through co-branded creatives and in-show integrations. The excitement of cricket extends beyond the matches, with vibrant cricket carnivals at the venues offering full family entertainment. Additionally, our movie clusters bring the best titles to captivate audiences before and after the cricket action. For value-driven advertisers, our booster packages, such as match high points like “Sensational Sixes” and “Fabulous Fours,” provide impactful and engaging sponsorship opportunities through creative squeeze-ups.
4. With international stars participating, how do you see the ILT20 extending its global presence in 2025? Will there be special efforts to reach non-Indian cricket audiences?
The ILT20 is strategically growing its global reach through a multi-channel strategy that ensures cricket reaches diverse audiences worldwide. The presence of international stars enhances the league’s global stature, drawing fans from cricket-loving nations. To engage further with audiences beyond India, ZEE has focused on accessibility by broadcasting matches on platforms like YouTube and offering free streaming to fans worldwide. Additionally, the entertainment channels of ZEE play a crucial role in introducing cricket to new viewers in various regions. We are harnessing the power of social media to connect with millions of viewers through dynamic content, featuring special moments of matches and the vibrant camaraderie of legendary cricket commentators.
To further enhance global engagement, initiatives like the DP World ILT20 Friendship Cup 2024, which brought together corporate leaders from India and Pakistan during the UAE National Day Week, and a trophy tour in major cities like Mumbai and Delhi, have nurtured cross-cultural connections. The Virgin Megastore at the Mall of the Emirates also transformed into a festive cricket hub with interactive activities, creating a unique cricketing experience for the public. Additionally, an exclusive TVC launched last year featuring David Warner and Jason Holder, reflected on the vibrant cricket culture in Dubai and gained immense popularity across digital platforms. These efforts are complemented by a curated marketing calendar featuring fan carnivals, influencer collaborations, ticket sales, and activations at iconic locations. These strategic efforts not only engage millions daily but also elevate the tournament’s global presence and impact.
5. What are ZEE’s long-term objectives for the ILT20 league, and how does the 2025 season fit into that vision?
ZEE aims to enhance fan engagement through advanced technologies and interactive content to foster a stronger connection with cricket. While the ILT20 is inherently international, ZEE’s strategy focuses on strengthening its popularity in India and the UAE. As we know for cricket, what India watches, the globe watches, therefore, with a robust marketing campaign, ZEE aims to establish ILT20 as a household name targeting the Indian subcontinent. We are prioritising quality cricket, outstanding facilities, and world-class broadcasts, while also retaining top international players with valuable IPL experience, raising the league’s overall standard. The league’s trajectory reflects the growth path of other successful leagues, showcasing steady progress toward long-term sustainability.
6. How has the sponsorship environment for ILT20 evolved, and how does ZEE create packages that appeal to both global and regional brands?
At ZEE, we ensure every element of our sponsorship package is purpose-driven, providing tangible value. Sponsors today seek more than just logo visibility—they desire meaningful brand presence through engaging content. We offer sponsors the flexibility to customise their packages and, if desired, bundle them with our extensive entertainment offerings for a more comprehensive and impactful partnership. The sponsorship landscape for ILT20 has evolved significantly, with ZEE designing comprehensive packages that go beyond simply having a physical presence at the venue. Additionally, integrating promotional content into multilingual also shows builds excitement and audiences informed about match schedules. ZEE’s strategic and creative integrations not only ensure consistent audience engagement but also offer both global and regional brands a unique and impactful opportunity to connect with passionate cricket fans.