A Comparative Study Of Digital Marketing Strategies Of Selected Ipl Teams

The Indian Premier League (IPL) has become a global sports phenomenon, leveraging digital marketing to engage fans beyond the cricket field.This study examines and compares the digital marketing strategies of four IPL teams-Mumbai Indians, Chennai Super Kings, Royal Challengers Bengaluru, and Kolkata Knight Riders-focusing on fan engagement, content preferences, and purchase behaviour.Using a descriptive and comparative research design, data were collected from 100 respondents via online surveys, complemented by secondary sources from team websites, social media, and scholarly articles.Results indicate that younger fans, particularly under 30, are the most active on Instagram and YouTube, interacting frequently with Reels, match updates, and memes.While age did not significantly affect engagement frequency, higher exposure to digital marketing strongly influenced merchandise purchases.The study emphasizes the need for platform-specific content, interactive campaigns, and personalized promotions to strengthen fan loyalty and optimize digital marketing effectiveness for IPL teams.