Measuring Sponsorship Effectiveness of the Indian Premier League: A Data Envelopment Analysis Approach

In the recent past, there has been a shift in the growth of sports leagues across the country, with the Indian Premier League (IPL) acting as a steer. Football, hockey, tennis, and many other sports have adopted the IPL format after the IPL was launched, as players get a platform and fans get a way to enjoy their favorite game in a new format. The development of many different sports leagues and the constant holding of significant sports events have led to the formation of a vibrant market that holds numerous opportunities for marketers. Sponsorship has emerged as the major marketing channel through which such brands can get visibility and engage fans in such leagues. This article aims to examine the performance of sponsorship within the IPL through the use of data envelopment analysis (DEA). This study is being done at the DEA and unveils marketing scholars and practitioners with sponsorship performance assessment and sponsorship decision-making so that marketers can employ the results of the DEA. This analysis could help marketers achieve the highest return on investment (ROI) by knowing which sponsorship opportunities in the IPL, and conceivably other Indian sports leagues, are feasible. This approach not only gives the tactical foundation for decision-making but also brings out the increasing importance of the analytical function in framing the marketing strategies, especially in the booming sector of sports leagues in India.