As the Indian Premier League (IPL) frenzy grips the nation, brands betting on influencer-led marketing seem to be hitting it out of the park. A new survey by iCubesWire reveals that influencers are not only driving engagement but also influencing purchasing decisions, with 14% of consumers making purchases based on IPL influencer campaigns. The study, conducted among 5,042 IPL enthusiasts aged 18 to 45, highlights how digital creators are shaping brand recall, trust, and consumer behavior during India’s biggest sporting spectacle.

Influencers at the Forefront of Brand Campaigns

According to the survey, 65% of respondents recalled seeing influencer-backed brand campaigns during the IPL season, underscoring the growing prominence of creator-driven promotions. Unlike traditional advertising, which competes for attention during live matches, influencer content finds its way into consumers’ feeds at their convenience, making it more immersive and effective.

YouTube emerged as the most preferred platform for IPL-related influencer content, with 50% of respondents consuming such content on the video platform, followed by Twitter/X (32%) and Instagram (12%). This signals a preference for long-form and visually engaging storytelling, giving marketers a clear reason to prioritize YouTube in their IPL strategies.

Entertainment Influencers Lead Over Cricketers

Interestingly, entertainment influencers dominated consumer attention, with 38% of respondents saying they engaged most with them, ahead of sports influencers (25%) and even cricketers (18%). This suggests that relatability and personality-driven content are proving to be more engaging than celebrity endorsements alone. The trend points to a shift in consumer preference, where humour, storytelling, and authenticity trump star power.

The survey also highlights a growing appetite for behind-the-scenes content, with 51% of respondents finding it the most engaging form of IPL-related content. In contrast, in-match product placements resonated with only 19%. This suggests that fans prefer organic, narrative-driven engagement over direct advertising.

Influencers Drive Conversions and Trust

While brand awareness and engagement are key metrics, influencer-led campaigns are also converting into sales. The survey found that 14% of consumers made a purchase because of an IPL influencer campaign—an impressive figure compared to traditional ad benchmarks. This reinforces the argument that influencers hold real purchase-driving power in today’s marketing landscape.

Trust remains a critical factor in influencer marketing. The study found that 35% of respondents trust influencer promotions more when there is a long-term brand association, while 31% said creative content builds credibility, and 27% valued an influencer’s genuine love for the team. This highlights the importance of sustained collaborations between brands and creators rather than one-off campaigns.

IPL as a Multi-Device, Multi-Channel Marketing Playground

Engagement levels with IPL influencer content remain high, with 59% of respondents actively engaging with influencer-led posts. The findings reinforce the idea that IPL is no longer just a TV ad battleground but a multi-device, multi-platform engagement opportunity.

Commenting on the survey results, Sahil Chopra, Founder & CEO of iCubesWire, noted, “We should not look at IPL as just a TVC faceoff. It’s much more segregated. It’s a multi-device, multi-channel, influencer-driven festival of consumer engagement. Data continues to show us that brands investing in creators are seeing higher ROI than a traditional ad-only strategy.”

With IPL offering an unparalleled mix of entertainment, sport, and digital engagement, brands that leverage influencer-led storytelling and long-term partnerships stand to gain more than just visibility—they win consumer trust, loyalty, and conversions.