本研究探討了媒體的演變及其對印度超級聯賽(IPL)廣告和贊助的影響。IPL 的成立不 僅改變了板球運動，還通過創新地使用線性和數字媒體徹底改變了廣告格局。本研究調查 了從傳統線性電視到數字平台的轉變如何重塑觀眾參與、廣告策略和贊助動態。我們的主 要研究問題包括數字平台對廣告覆蓋範圍和參與度的影響、區域化在提高廣告效果中的作 用以及線性電視在 IPL 廣告中的未來相關性。
本研究採用定性研究方法，主要通過與行業專家的討論來獲取對 IPL 當前和演變中的廣告 格局的全面見解。研究強調了 IPL 內廣告市場的動態性，指出新廣告類別和品牌的出現反 映了消費者興趣和技術進步的變化。隨著多語言內容的區域化深入，觀眾參與度得到了提 升，使 IPL 在印度多樣的語言環境中變得更加可及和文化相關。
研究還強調了利用數字和傳統平台的綜合媒體策略的重要性，以最大化覆蓋範圍和參與度。 我們還探索了品牌與 IPL 之間的戰略協同作用。本研究將進一步增強對體育廣告的學術理 解，並為希望利用 IPL 廣闊平台的營銷人員提供實踐指導，強調在快速變化的媒體環境中 需要適應性和戰略規劃。

This paper investigates the evolution of media and its impact on advertising and sponsorships in the Indian Premier League (IPL). The inception of IPL has not only transformed cricket but also revolutionized the advertising landscape through innovative use of both linear and digital media. This study investigates how the transition from traditional linear television to digital platforms has reshaped viewer engagement, advertising strategies, and sponsorship dynamics. Our key research questions address the impact of digital platforms on advertising reach and engagement, the role of regionalization in enhancing advertising effectiveness, and the future relevance of linear TV in IPL advertising. This study adopts a qualitative research approach, mainly involving discussions with industry experts to gain comprehensive insights into the current and evolving advertising landscape of the IPL. The study highlights the dynamic nature of the advertising market within the IPL, noting the emergence of new advertising categories and brands, reflecting changing consumer interests and technological advancements. The shift towards regionalization, with multilingual content, has deepened viewer engagement, making IPL more accessible and culturally relevant across India's diverse linguistic landscape. The focus is also on the importance of integrated media strategies that leverage both digital and traditional platforms to maximize reach and engagement. We also tried to explore the strategic synergies between brands and the IPL. This research study will further enhance the academic understanding of sports advertising and provides practical guidance for marketers aiming to leverage IPL's expansive platform, emphasizing the need for adaptability and strategic planning in the rapidly changing media environment.

摘要 2
Abstract 3
ACKNOWLEDGEMENT 4
List of Figures 8
Chapter 1 9
Introduction 9
1.1 Overview of IPL 9
1.2 Linear and Digital Media Landscape in IPL 13
1.3 Research Questions 14
Chapter 2 16
Literature Review 16
2.1 Rise of Indian Premier League 16
2.2 Sponsorships and Advertising in sports 17
2.3 Emergence of Digital Media Platforms 20
Chapter 3 23
Methodology 23
3.1 Research Approach: 23
3.2 Research Design: 23
3.3 Data Collection: 24
3.4 Quality Measures: 24
3.5 Research Ethics: 25
3.6 List of Participants: 25
Chapter 4 26
Results 26
4.1 Digital Transformation and Regionalization in Advertising 26
4.2 The Premier Aggregator in India 27
4.3 A New Era of Viewer Engagement 28
4.4 Impact of Regionalization and Multilingual Content in IPL's Digital Strategy 29
4.5 Future of Linear TV 30
4.6 Strategic Language Decisions in Advertising Campaigns 31
4.7 Strategic Synergies in Sponsorship 32
4.8 Challenges in Sports Sponsorships 33
4.9 A Brand Custodian's Perspective on Effective Sports Sponsorship 35
4.10 Exemplary Execution in Sports Marketing: The Coca-Cola FIFA Trophy Tour 36
4.11 Evaluating the ROI of Sports Sponsorships 37
4.12 Navigating the Business of Sports Sponsorships 39
Chapter 5 41
Discussion 41
References 46

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