The ICC Champions Trophy 2025 final between India and New Zealand is a cricketing spectacle and a battleground for brands vying for consumer attention. Over the decades, cricket marketing has dramatically transformed from tangible collectables and jingles to digital-first, real-time engagement strategies. As ad rates for the final surge by 40% on TV and 50% on Connected TV (CTV), brands are leveraging the power of technology and social media to connect with fans innovatively.

The Golden Era of Physical Collectibles and Jingles

In the past, cricket marketing revolved around physical memorabilia and catchy jingles that became part of popular culture. When India won the 1983 Cricket World Cup, brands like Thums Up launched campaigns featuring miniature bottles, flicker books, and signed bats and balls, which fans could collect by saving bottle caps. These campaigns created a tangible connection between fans and their cricketing heroes.

During the 1999 World Cup, Britannia’s Khao aur World Cup Jao campaign had children eagerly opening biscuit packets to collect cricket cards, with a complete set offering a chance to meet their favourite players. Similarly, Hero Honda’s Dhak Dhak Go, India Go campaign during the 2011 World Cup became an anthem for cricket fans, while PepsiCo introduced limited-edition Lay's chips with flavours inspired by participating nations.

Special edition packaging and prize contests were also a staple. For instance, LG launched limited-edition "Official World Cup Televisions" during the 2007 World Cup, and Coca-Cola’s Eat Cricket, Sleep Cricket, Drink Only Coca-Cola jingle became a cultural phenomenon. These campaigns relied on nostalgia, physical engagement, and the thrill of collecting.

The Digital Revolution in Cricket Marketing

Fast forward to 2025, and the marketing playbook has shifted dramatically. Smartphones and social media have replaced television as the primary screen, and brands are now focusing on digital interactivity, personalization, and real-time engagement.

1. Real-Time and Moment Marketing:
   Brands are now quick to capitalize on key moments during matches. When a batsman hits a six or a bowler takes a wicket, brands craft witty, contextual tweets within seconds. Meme marketing has also gained traction, with brands using humour and relatability to connect with younger audiences.

2. Fantasy Sports and Interactive Platforms:
   Fantasy sports platforms like Dream11 have transformed passive viewers into active participants. Apps like Cricbuzz and Cricinfo offer ball-by-ball prediction games with instant rewards, keeping fans engaged even during commercial breaks.

3. Augmented Reality (AR) and Digital Collectibles:
   Physical collectables have given way to digital experiences. During the 2022 T20 World Cup, Thums Up launched its StumpCam campaign, allowing fans to scan QR codes on bottles to access exclusive match footage and AR content featuring cricketers like Jasprit Bumrah and Brett Lee.

4. Community-Building Initiatives:
   Brands like Star Sports and JioCinema are creating viewing parties and fan parks where thousands gather to watch matches. These events generate organic social media content and foster a sense of community among fans.

5. Premium Ad Slots and CTV Dominance:
   With India in the final, ad rates have skyrocketed. A 10-second ad spot on CTV for the India-New Zealand match costs ₹20 lakh, surpassing the ₹17-18 lakh rates for the India-Pakistan clash. Digital ad rates for India matches range from ₹400 to ₹600 CPM (cost per mile), compared to ₹100-₹200 for non-India games. Sectors like fantasy sports, alcoholic beverages, and telecom aggressively secure prime slots.

The New Playbook: Blending Nostalgia with Innovation

While the charm of vintage marketing tools like jingles and limited-edition packaging lingers, brands are now blending nostalgia with cutting-edge technology. For instance, Coca-Cola and Thums Up continue to evoke nostalgia with their campaigns but have integrated digital elements like AR and QR codes to stay relevant.

As the ICC Champions Trophy 2025 final unfolds, brands are set to score big by combining the emotional appeal of traditional marketing with the precision and reach of digital strategies. Whether it’s through real-time tweets, interactive apps, or community-building initiatives, the focus is on creating personalized, engaging experiences that resonate with today’s tech-savvy cricket fans.

In a cluttered advertising space, the brands that succeed will be those that can seamlessly bridge the gap between the past and the present, offering fans the best of both worlds. As India takes on New Zealand, the real winners might just be the brands that have mastered the art of modern cricket marketing.

From Collectibles to Clicks: How Cricket Marketing Has Evolved for the ICC Champions Trophy 2025 Final