With IPL 2021 being held behind closed doors, fans are witnessing the enigma of new-age video streaming platforms. Brands are coming up with engagement strategies and marketing to expand their presence and build brand loyalty.
Stepping in on the same boat, ESPNcricinfo has launched ESPNcricinfo T20 Timeout, a multilingual show that provides complete coverage of every single match through contemporary conversations with the best experts. The show has already garnered a decent viewership through its treatment of the “All Cricket, No Noise” format. The platform has seen twice the growth in consumption from cricket fans across Tier 2 and 3 cities of India.
The show features cricketing experts like Gautam Gambhir, Deep Dasgupta, Sanjay Manjrekar, Aakash Chopra and Ajit Agarkar along with noted international cricketers Dale Steyn, Daniel Vettori, and Ian Bishop.
Commenting on the release, ESPN’s Global Editor Sambit Pal said “We’re excited to learn that our commitment to new shows catering to cricket and its fans is yielding results. These shows have redefined infotainment, as they are not only about cricket but the lives of the cricketers and the fans. These shows are a mixture of cricket analysis, predictions, humorous stories, discussions, and much more.”
The show is being advertised by some existing and some new advertising partners, which includes Maruti Suzuki, Intel, Upstox, AMFI, CoinDCX, Lloyd AC, Voltas, Longines, AstroPay, Accenture, and HDFC Life to name a few.
Akshaya Kolhe, Head of Sales, ESPN South Asia commented that Fans are central not only to ESPN but to their advertisers as well. The show also have small interactive games like a daily AMFI quiz, a lucky fan to feature on Intel Fastest Fan First.
Gautam Gambhir also spoke about being a part of the show. The former Indian batsman said, “Being a part of the Indian Cricket Team brings with a certain eye and aptitude for judging performances of any team on the pitch. Being able to convey this to the viewers makes for an intriguing show of T20 Timeout, ESPNcricinfo’s flagship show during the IPL”
Each match in IPL 2021 brings forth multiple elements to talk about and analyze. These include interesting content partnerships for brands, like HDFC Life with Sar Utha Ke Jiyo Performances, where top-notch contributions by individual players to the winning team are discussed, or Sahi Hai Decisions powered by Mutual Funds Sahi Hai, where experts analyze the correct and match-winning decisions made by the captains. As the season progresses, the ESPNcricinfo team is working on new short video formats along with new branded content partnerships that will capture the most exciting second half of the IPL 2021 till the final on 30th May 2021.