A historic test rivalry returns and how brands can win with the red ball on TV

The biggest cricketing showdown between giants India and Australia is set to unfold in a five-match Test series on Australian soil starting 22nd November 2024. Test cricket doesn’t get better than when India takes on Australia, and the numbers vouch for it. The previous Test series between these two giants attracted a massive 180 million viewers on Star Sports, according to BARC. With five blockbuster matches spanning over five weekends, the series will bring together a large aggregation of passionate and collective viewing, providing brands with a valuable opportunity to connect with deeply engaged audiences. 



This time, fans are not only tuning in for an epic rivalry, but for the storyline that comes with the fixture. With both nations vying for the World Test Championship Final, excitement and tension will be at an all-time high. India is currently ranked No. 1, with Australia close behind, making every ball, wicket, and run critical in the journey to the final showdown in June. For brands, this creates a perfect opportunity to align with key moments of triumph and tension, leaving a lasting impression on viewers.

The last time the two teams faced each other in a test series in India, brands across categories like Maruti Suzuki, Mastercard, Thumbs Up, Amway, Atomberg Solutions, Paisa Bazaar, Pharmeasy among others partnered with broadcaster Star Sports to cash in on the top tier clash. 



How Brands Can Win with the Border-Gavaskar series

The India Tour of Australia offers brands not just traditional sponsorship options but also innovative ways to engage viewers. Sponsorship opportunities like Co-Presenting or Associate Sponsorship remain effective tools for maximizing brand visibility. Brands can take center stage with tech-led innovations that create immersive experiences for viewers through gamechangers like augmented reality, bringing alive products and services in larger-than-life formats.

This series, however, introduces new contextual branding opportunities, allowing brands to integrate more deeply into the cricketing experience. As a part of their broadcast partnerships, brands can own specific high-impact moments on live broadcast during the match. These moments include Session Summary Graphics, Hawk-Eye, Bowling Speedometer, and Wicket Reviews among others, empowering brands with deeper engagement with viewers during intense and highly anticipated live moments. 



Star Sports is also introducing Session Ownership opportunities for brands to contextually own communication during relevant time bands. Session ownership includes ad spots and contextual graphics during live broadcast as well as break bumpers, ensuring high visibility in the dedicated time bands. For example - breakfast brands and stock trading businesses could own the morning session of the Test match, whereas banking, quick commerce and food delivery apps could own the high visibility assets during the afternoon sessions.

Another first for this series is Branded Highlights Sponsorship, allowing brands to extend their reach beyond the live broadcast. Cricket highlights are a key part of the viewing experience, watched by fans who missed the live action or want to relive key moments. These highlight packages, expected to reach over 70 million viewers, offer an additional platform for brands to remain in the spotlight long after the match has ended.

The India Tour of Australia provides brands a unique opportunity to leverage the power of television and connect with a passionate, engaged audience. With its historic significance, fierce competition, and the added excitement of World Test Championship qualification, this series is set to be a blockbuster. This is more than just pureplay exposure—it’s a chance for brands to become part of the story, leaving a lasting impression on millions of viewers.