ET MES 2026: Going beyond live matches to unlock the total cricket opportunity
Cricket has emerged as one of India’s most powerful media investment platforms, with the IPL reaching over 650 million viewers and valued at Rs 1.5 lakh crore, growing at 12–13% annually. At the ET Media and Entertainment Summit 2026, industry leaders discussed how brands can unlock its full potential amid shifting consumption patterns. While scale remains unmatched, engagement is increasingly fragmented, with fans watching only brief portions of live matches and consuming more content through highlights and digital platforms. The panel, featuring leaders from Angel One, Sintex, Apollo Tyres, Google India and WPP Media, agreed that the IPL drives impact across the marketing funnel, supporting both brand building and performance. They emphasised the need to treat cricket as a year-round ecosystem rather than a seasonal burst, leveraging emotional connection alongside data. Beyond consumer reach, cricket also builds stakeholder confidence, reinforcing its value in an era of fractured attention.