Author(s): Adarsh Kumar, Vikas Dwivedi, Puneet Kumar, Shraddha Katiyar and Siddhartha Gautam

Abstract:

A high-stakes commercial arena, T20 cricket's explosive growth has completely changed the worldwide cricket scene. The Big Bash League (BBL), Pakistan Super League (PSL), and Indian Premier League (IPL) are three well-known men's T20 cricket leagues. This study compares their popularity using four key metrics: viewership, brand value, social media fan base, and title sponsorship.

According to the research, the IPL is the most valuable brand in the world, with a ₹96,000 crore brand value, strong title sponsorship deals, and the most engaged fans on Instagram and

X. Its large audience both at home and abroad is a result of a potent fusion of well-known actors, entertainment value, and clever marketing. The PSL, on the other hand, is still a powerful regional league with a devoted South Asian fan base, growing sponsorship interest, and growing digital reach in spite of financial and infrastructure issues. Due to its family- friendly format and minimal level of international exposure, the BBL, on the other hand, continues to hold a stable position in the Australian market. Despite its low global social media traction, it consistently demonstrates both local viewership and brand value.

The popularity of a league is greatly impacted by the incorporation of digital media, effective brand positioning, and business alliances, as this study demonstrates. In the cutthroat world of professional T20 cricket, it provides insightful information for cricket administrators, sponsors, and sports marketers looking to improve league performance, fan loyalty, and financial sustainability.

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