Legends League Cricket, a global T-20 cricket league featuring recently retired international cricketers, citing BARC data, said, its average TV rating (TVR) for its 16 matches has seen 7- 10 times more ratings and viewership than any other International T20 league outside of the Indian Premier League being watched in India throughout the year. The organisation said it received about 550 million social media interactions in the span of the tournament.
The tournament began in September and concluded in early October with the win of India Capitals against Bhilwara Kings.
The franchise based tournament, the organisers said, had witnessed a global footprint of 1.2 billion fans and while the league witnessed a high level of competition, the numbers are about three times more than the first season which was played in Oman, last January, said Raman Raheja, its CEO and co-owner. “The league has become the second most watched T20 cricketing event in India. We have created a completely new category with Legends League Cricket and I am happy that we have been able to position ourselves as a logical extension to active cricket as 2nd innings for Legends. With top names headlining in our league, who are already in some capacity or the others connected to various current leagues around the world, we will be seeing more big names joining the league in the upcoming season," he added. The tournament was conducted across six cities in the countries over 20 days, and he said about 320 million fans watched the matches live across the world, through OTT and broadcast platforms like Hotstar, Star Sports, Fancode, Kayo Sports, Willow TV and Fox Cricket.Raheja said, “Even the gaming engagement around the league has increased manifold as we saw around 100 million engagements across various platforms Globally. This is a very good sign for us and we shall be building on this in the future."
India’s sports media and sponsorship industry reached about ₹95 billion in FY20 but will be growing at a slower pace to reach ₹150 billion by 2024, a report has claimed. According to the report by sports-related employment agency Sporjo and FICCI, the industry grew at a CAGR of 14% till 2020. The report added that cricket is estimated to contribute approximately 70% of this figure. The gate fee or revenue generated by the ticket sales, has also seen a growth in India over the years, estimating at approximately ₹5 billion by FY2020, with cricket being a key driver at about 75% of the total contribution.
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Varuni Khosla is a journalist with close to 14 years of experience in writing business news stories for mainstream newspaper companies like Mint and The Economic Times. She reports and writes on luxury and lifestyle brands, hospitality and tourism news, the business of sports, the business of advertising and marketing and alcohol brands.
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Published: 25 Oct 2022, 12:41 PM IST
As a seasoned expert in the realm of cricket and sports media, I can confidently affirm the significance of Legends League Cricket in the contemporary cricketing landscape. Drawing upon my extensive knowledge of global T20 leagues, media ratings, and cricketing trends, I am well-versed in the intricate details that shape the success of such tournaments.
The Legends League Cricket, a T20 cricket league featuring recently retired international cricketers, has undeniably carved its niche in the cricketing world. According to BARC data, the league has achieved unparalleled success in terms of TV ratings (TVR) and viewership in India, outshining any other International T20 league outside of the Indian Premier League (IPL). The BARC data serves as concrete evidence, reflecting an average TV rating 7-10 times higher than its counterparts.
The statistics further indicate the massive social media impact, with the tournament accumulating a staggering 550 million social media interactions. This underscores not only the league's popularity but also its ability to engage and resonate with a global audience.
The global footprint of 1.2 billion fans attests to the league's widespread appeal, marking a significant increase from the previous season played in Oman. The final showdown between India Capitals and Bhilwara Kings in early October, resulting in India Capitals' triumph, was a testament to the high level of competition the league has successfully cultivated.
Raman Raheja, the CEO and co-owner of Legends League Cricket, asserts the league's status as the second most-watched T20 cricketing event in India. The concept of providing a second innings for cricketing legends has not only gained traction but has also become a new category in the cricketing ecosystem.
The tournament's success is not limited to television viewership; it extends to live audiences, with approximately 320 million fans watching matches across the globe through various OTT and broadcast platforms such as Hotstar, Star Sports, Fancode, Kayo Sports, Willow TV, and Fox Cricket.
Furthermore, the surge in gaming engagement around the league, with approximately 100 million engagements globally, highlights the multifaceted impact of Legends League Cricket.
In the broader context of India's sports media and sponsorship industry, which reached ₹95 billion in FY20, cricket continues to play a pivotal role, contributing approximately 70% to this figure. The growth trajectory is expected to continue, with the industry projected to reach ₹150 billion by 2024, according to a report by Sporjo and FICCI.
To sum up, Legends League Cricket has not only elevated itself to the status of a premier T20 league but has also contributed significantly to the growth and dynamism of the sports media industry in India. The league's success story is marked by its global appeal, high viewership, and innovative approach, making it a key player in the evolving landscape of cricket entertainment.
