The grand success of the Indian Premier League (IPL) last year nearly overshadowed the Indian Cricket League (ICL), also held last year. For its second season this year, Essel Group is all set to give a leg up to its ICL and is investing heavily on its marketing initiatives with an estimated budget of Rs 50 crore.
While Airtel is the co-presenting partner for ICL, the League has also associated with Future Group and Provogue to name a few.
After using television and outdoor widely, the Internet to a certain extent, and radio for tune-in purposes, ICL Season 2, which kicks off with the opening match in Hyderabad from October 10 and will continue till November 16, has now embarked on a host of on-ground events.
The League has partnered with various colleges in Mumbai and Delhi, and a whole lot of cricket leagues and tournaments have been organised. A float of activities would begin from October 6 for 10 days. This apart, ‘cricket clinics’ are also being organised in Chandigarh, Hyderabad and Ahmedabad.
Commenting on the campaign, Shariq Patel, Senior VP Marketing and Operations, ICL, said, “We are happy with the progress of the campaign. What we are expecting is better and higher viewership and more buzz around the game. The cost of the entire campaign is estimated to be around Rs 50 crore.”
The League has roped in Bollywood item girl Rakhi Sawant as the queen cheerleader for the Indian cheerleader squad. It has also announced its partnership with e-commerce portal eBay as its online auction partner.
ICL Season 2, which features eight teams, will see a total of 41 matches being played across Hyderabad, Panchkula, Gurgaon and Ahmedabad.
As of now, only Zee Sports and Ten Sports have the rights to telecast the matches.