IPL Never Really Ends: Indian Cricket's 365-Day Ecosystem

The crowd at the Narendra Modi Stadium erupted as Royal Challengers Bengaluru defeated Punjab Kings by 6 runs to win their maiden title after 18 years. Virat Kohli was in tears as red and gold confetti rained down and decades of heartbreak finally transformed into pure joy. After years of "Ee Sala Cup Namde" chants echoing through stadiums, the prophecy had finally come true, the cup was truly theirs.  Millions of RCB fans felt a familiar mix of euphoria and melancholy—ecstatic about their team's long-awaited triumph, yet heartbroken that there'd be no more matches, no more stadium magic, and no more nail-biting finishes this year. 

But here's the beautiful truth about cricket's biggest tournament – the IPL never really ends. What began as just a cricket league has transformed into a year-round ecosystem of fantasy leagues, merchandise drops, social media content, and player updates that keeps the flame burning long after the stadium lights dim. The IPL isn't just a tournament anymore – it's a constant companion for cricket lovers everywhere. 

The Year-Round IPL Ecosystem 

The modern IPL has gone beyond its original format to become an entertainment juggernaut that never truly powers down. Data shows this evolution happened systematically over the past five years: 

Fantasy Cricket: The Season Extender 

Dream11 and other fantasy platforms keep the IPL spirit alive year-round by launching franchise-themed contests during international fixtures. This strategy pays off — during the first day of the IPL 2024 alone, Dream11 saw its user base surge by 1.1 million in just one day.  

Regional Cricket: The Talent Pipeline Show 

The Syed Mushtaq Ali Trophy, India's domestic T20 competition, has transformed from a sideshow into a legitimate IPL feeder system. Over the last few years, viewership for the tournament has increased, with audiences specifically watching for potential IPL breakout stars. A good example of this Rajat Patidar and Shreyas Iyer, who led their teams to the finals of the Trophy, and a few months later, went on to repeat it during the IPL. Franchises actively promote their domestic players' performances, maintaining team relevance during these tournaments. 

IPL Fan Parks: From Event to Institution 

What began as match-day viewing experiences in 36 cities has expanded to year-round community hubs in 20 locations. These parks host merchandise stores, cricket academies, and mini-tournaments featuring local talent scouted by franchise representatives. Fan Parks across the country play a pivotal role in keeping the tournament hype going even during the off-season. 

Beyond Matches: Creating Continuous Engagement 

Merchandise Evolution 

Merchandising in the IPL has evolved beyond the season, with teams focusing on year-round engagement through a wider variety of products, such as lifestyle items and limited-edition collectibles. For example, Gujarat Titans, the 2022 champions, sold English willow bats for ₹53,000, along with gloves, pads, caps, and jerseys on their website. This strategy helped maintain fan engagement well after the season ended. 

Off-Season Content: The Engagement Goldmine 

The real competitive advantage lies in how franchises maintain fan connections when no matches are being played.  A great example is Dream11’s “Apki Team Me Kaun” campaign, which featured stars like Amir Khan, Rishabh Pant, Rohit Sharma, and Ranbir Kapoor. This strategy enhanced fan connections while creating buzz even before the IPL season began. 

Actionable Tips for Year-Round IPL Marketing 

For brands looking to make use of cricket's most valuable property beyond its official schedule: 

Pre-Season Fantasy Leagues 

Engage fans months ahead of the season with auction prediction tournaments and fantasy experiences that let them play "team owner." Offer exclusive content rewards for early participants and partner with cricket analysts to enrich the experience with insider perspectives. 

Dream11’s ad campaign “Champions ka game”, which involved light-hearted banter between stars like Virat Kohli and Rohit Sharma, reignited excitement and keep fans actively involved ahead of the action. 

Regional Language Engagement 

Create content in local languages to connect deeply with regional audiences. Highlight stories of local players, maintain active regional social media channels, and host virtual meet-and-greets in native languages to foster year-round loyalty.For instance, Star Sports' Majja Match campaign featured cricketers like Jadeja and Hardik Pandya speaking in Tamil, creating strong emotional resonance and driving 4.2 million views—keeping fans engaged well beyond match broadcasts. 

Lifestyle Integration 

Expand beyond cricket by producing player-led fitness content and showcasing off-season activities. Launch merchandise that blends cricket with fashion and collaborate with lifestyle influencers to reach new audiences. 

Continuous Fan Interaction 

Build strong community ties with year-round initiatives led by players and management. Celebrate team milestones, create digital interactions, and introduce membership programs that offer ongoing fan engagement beyond matchdays. 

Digital Content Innovation 

Royal Challengers Bangalore’s post-match dressing room conversations—like the one after their clash with Delhi Capitals—offer fans a raw, behind-the-scenes look that builds authenticity and a strong sense of inclusion. 

Strategic Brand Partnerships 

Align with like-minded brands through year-round collaborations that reflect team values. Develop co-branded content, run off-season promotions, and release exclusive merchandise drops that keep your team top-of-mind even in the quiet months. 

At Zupotsu, we help brands make the most of this never-ending IPL buzz. We find hidden opportunities during times when others aren't paying attention to cricket, turning quiet periods into perfect marketing moments. Don't limit yourself to just the tournament season—team up with Zupotsu to create strategies that tap into India's cricket passion all year long. 

Zupotsu is a martech platform on a mission to ‘digitize’ sports marketing. Zupotsu enables the discovery, engagement, and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Please sign up at www.zupotsu.com. Follow us on LinkedIn and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.