, Role of Sponsorship in Increasing Brand Visibility:
A Case Study of Brand Sponsors of the Indian Premier League
Name: Bushra Mansuri & Roshini Lahire
Subject: Research Methodology
ABSTRACT
Sponsorship is a powerful marketing strategy that provides brands with repeated exposure among
large audiences. The Indian Premier League (IPL) offers multiple branding opportunities such as
jerseys, boundary boards, strategic timeouts, and screen advertisements. This research examines
how IPL sponsorship enhances brand visibility, recall, trust, and consumer perception. The study
is based on primary data collected from 150 respondents using a questionnaire and secondary
data from marketing articles and journals.
INTRODUCTION
Sponsorship is widely used as a promotional strategy in sports marketing. IPL is one of the most
watched cricket leagues in the world, providing brands continuous exposure throughout the
match. This repeated visibility improves brand familiarity and recall among viewers without
conscious effort.
REVIEW OF LITERATURE
Previous studies highlight the importance of media visibility and event marketing in branding.
Repeated exposure during high viewership events increases brand memory retention and trust.
Sponsorship builds a strong association between the event and the brand.
RESEARCH OBJECTIVES
To understand sponsorship as a marketing tool.
To study how IPL sponsorship increases brand visibility.
To analyze brand recall among viewers.
To examine the influence of repeated exposure on perception.
To provide insights for brands planning sponsorship strategies.
HYPOTHESIS
H₀: IPL sponsorship does not significantly increase brand visibility.
H₁: IPL sponsorship significantly increases brand visibility and recall.
SCOPE OF THE STUDY
The study focuses on IPL viewers from different age groups across India. It studies their ability to
recall sponsor brands and their perception towards those brands.
A Case Study of Brand Sponsors of the Indian Premier League
Name: Bushra Mansuri & Roshini Lahire
Subject: Research Methodology
ABSTRACT
Sponsorship is a powerful marketing strategy that provides brands with repeated exposure among
large audiences. The Indian Premier League (IPL) offers multiple branding opportunities such as
jerseys, boundary boards, strategic timeouts, and screen advertisements. This research examines
how IPL sponsorship enhances brand visibility, recall, trust, and consumer perception. The study
is based on primary data collected from 150 respondents using a questionnaire and secondary
data from marketing articles and journals.
INTRODUCTION
Sponsorship is widely used as a promotional strategy in sports marketing. IPL is one of the most
watched cricket leagues in the world, providing brands continuous exposure throughout the
match. This repeated visibility improves brand familiarity and recall among viewers without
conscious effort.
REVIEW OF LITERATURE
Previous studies highlight the importance of media visibility and event marketing in branding.
Repeated exposure during high viewership events increases brand memory retention and trust.
Sponsorship builds a strong association between the event and the brand.
RESEARCH OBJECTIVES
To understand sponsorship as a marketing tool.
To study how IPL sponsorship increases brand visibility.
To analyze brand recall among viewers.
To examine the influence of repeated exposure on perception.
To provide insights for brands planning sponsorship strategies.
HYPOTHESIS
H₀: IPL sponsorship does not significantly increase brand visibility.
H₁: IPL sponsorship significantly increases brand visibility and recall.
SCOPE OF THE STUDY
The study focuses on IPL viewers from different age groups across India. It studies their ability to
recall sponsor brands and their perception towards those brands.
