The online travel platform EaseMyTrip has partnered with the Big Cricket League as title sponsor for its second season, adding another sports property to its expanding sponsorship portfolio.
The move signals how digital-first consumer brands continue to use cricket-led entertainment ecosystems to sustain visibility in an increasingly fragmented attention market.
For EaseMyTrip, the partnership arrives at a time when India’s travel sector is seeing sustained post-pandemic demand alongside aggressive competition from OTA rivals, fintech-backed travel platforms and airline-led booking ecosystems. Cricket, particularly emerging league formats outside the IPL, offers brands longer engagement windows at comparatively lower sponsorship costs while still delivering regional reach and television-plus-digital visibility.
Why This Deal Matters Beyond Sponsorship Visibility
The larger signal here is the growing commercialisation of second-tier sports properties in India. As media rights inflation continues around marquee tournaments, advertisers are increasingly evaluating alternative cricket leagues for efficient reach, vernacular market penetration and creator-led fan engagement opportunities.
For broadcasters and streaming platforms, these partnerships also strengthen the business case for non-IPL cricket inventory. Mid-scale leagues are no longer relying only on media rights economics; brand integrations, title partnerships and digital commerce tie-ins are becoming central to viability.
The Strategic Read
EaseMyTrip’s continued investment in sports marketing suggests travel brands are shifting from performance-heavy acquisition models toward cultural visibility and memory-building exercises. In a crowded category where price differentiation is narrowing, sustained association with mass-viewing properties could become a long-term brand moat.
Our insight
The next phase of Indian sports advertising may not be about owning the biggest league — but owning enough consumer attention across the calendar.