SIQ Spotlight: Unveil the Impact of IPL 2024 Sponsors with Talkwalker

IPL 2024 has been a whirlwind of excitement and engagement, not just on the field but also in the digital arena. At Talkwalker, we dived deep into the social media landscape to analyze the impact and visibility of key team sponsors during this exhilarating season.

Scope of the Study

As we conclude the halfway mark of this year’s IPL, we focused our analysis on some of the select top sponsors associated with the IPL 2024 teams and for the time period from March 22 to April 21, 2024. This included:

• Dream11 for Kolkata Knight Riders (KKR), Gujarat Titans (GT), and Punjab Kings (PBKS)
• Slice for Mumbai Indians (MI)
• TVS Eurogrip for Chennai Super Kings (CSK)
• Luminous for Rajasthan Royals (RR)
• Qatar Airways for Royal Challengers Bengaluru (RCB)
• MY11Circle for Lucknow Super Giants (LSG)
• BKT for Sunrisers Hyderabad (SRH)
• Hero Fincorp for Delhi Capitals (DC)

Our Methodology

Our approach was meticulous and innovative. We leveraged Talkwalker's cutting-edge social listening and intelligence capabilities to monitor conversations around selected Sponsors related to their IPL 2024 sponsorship across platforms like Twitter, Instagram, Facebook, and more.

Using OCR technology, brand recognition, and textual analysis, we detected sponsor brands’ mentions and their logos within shared images and videos. This methodology helped us create a robust framework termed a Sponsor Influence Quotient (SIQ).

SIQ is an online audience-centric approach to understanding the impact of brand sponsorships. The Sponsor Influence Quotient (SIQ) is built out of 5 weighted scores: 

• Total no. of Results/ Posts
• Engagement
• Potential Reach
• Sentiment
• Unique Authors

Key Findings

Overall Sponsor Influence Quotient (SIQ): Our analysis unveiled fascinating insights. Slice, in association with Mumbai Indians, secured the highest SIQ of 4.21 out of 5, showcasing exceptional brand visibility and impact. Dream11 emerged strongly with SIQ scores of 3.64 (KKR) and 3.53 (PBKS).

N.B: Please note that the analysis presented above is focused on a specific group of sponsors and does not represent an exhaustive analysis covering all sponsors associated with IPL 2024 teams.

The key driver to Slice’s high SIQ is its remarkable Engagement. They surpassed 5 million interactions in the context of Mumbai Indians (MI), largely on Instagram. Slice's logo and mentions struck a chord with the audience, resulting in significant interactions, largely driven by the MI’s Social Media posts featuring key players, fun facts, match performances, etc.

TVS Eurogrip also garnered significant engagement, exceeding 3 million interactions. 

Here are a few sample posts that contributed to the highest engagement:

Dream11 scored maximum on the potential Reach, claiming the top three positions with reach figures of

• 7.9 billion for KKR
• 7.7 billion for PBKS
• 6.8 billion for GT

Sports Publications like Sportskeeda, and social media channels including Facebook, Instagram, etc. played a pivotal role in driving this, reaching millions of users and amplifying brand visibility. 

Here are a few sample posts that contributed to the maximum reach:

Highlighting the synergy between Engagement, Reach, and Volume, it becomes evident how these elements collectively contribute to a significant boost in overall SIQ performance.

Slice's exceptional SIQ performance was primarily fuelled by a substantial volume of results and engaging interactions.

Conversely, Dream11_KKR and Dream11_PBKS achieved notable SIQ scores through a strategic blend of extensive reach and a substantial volume of mentions. N.B.: Please note that the analysis provided herein pertains to a limited subset of sponsors and does not encompass the entire spectrum of sponsors engaged in IPL 2024

Some of the Top Performed Engaging Posts representing other Team Sponsors: 

Conclusion

The Sponsor Influence Quotient (SIQ) is a game-changer in understanding brand impact and resonance during IPL 2024. If you're keen on delving deeper into the analysis of your brand as a sponsor in IPL 2024, Talkwalker is your strategic partner. Reach out to us at proserv-japac@talkwalker.com to explore potential partnership opportunities and unlock the full potential of your brand's presence in the digital realm. Or schedule a demo below.

For more of our IPL coverage, our 2023 recap dives into understanding the emotions around the tournament.