From cheerleaders to team anthems and roaring mascots, the IPL's so-called ‘gimmicks’ aren’t just for show
Is a dancing mascot really worth lakhs? Can a cheerleader change the mood of a match? At first glance, these questions sound silly. But dig deeper, and you'll find something significant hidden behind the glitz. In the Indian Premier League, cricket isn't the only game being played — business is booming on the sidelines too.
When fans enter an IPL stadium, they don't just witness cricket; they encounter a celebration — a party filled with booming music, blazing lights, sideline dancers, and mascots waving at children. It feels more like a festival than a match.
That experience is no mistake. Franchises invest heavily to create it. Just the cheerleaders alone come at a significant cost. The Chennai Super Kings and Sunrisers Hyderabad pay ₹12,000 per cheerleader per match, while Mumbai Indians and RCB go higher — ₹20,000. However, Kolkata Knight Riders lead the list, shelling out up to ₹25,000 each game.
Now, calculate this. There are 70 matches in a season, and teams hire full squads of dancers. This escalates the cheerleading expenses close to ₹3 crore per season, and that's merely one part of the budget.
In the early IPL days, cheerleaders were primarily foreign performers dancing to Western tunes. This caught eyes but raised eyebrows, and that model didn't seem fitting over time.
By 2015, the style of dance changed. Franchises began bringing in Indian performers. Traditional styles like Bhangra, Lavani, and Garba lit up the sidelines. This was not merely a cultural switch — it was also smart business.
Hiring local talent reduced costs by nearly 30%. Additionally, the vibe felt more 'us'. Fans connected more, clapped louder, and got swept up in the rhythm of their roots.
Then come the anthems — those songs you hum even when there's no match on. But making one isn't cheap. Recording, shooting, and marketing can cost over ₹50 lakh.
Take Chennai Super Kings' Whistle Podu. It's not just a chant — it's a feeling. The anthem helped CSK build one of India's strongest fan bases. Their brand is now valued at a whopping $122 million. Kolkata Knight Riders pulled off something similar with Korbo Lorbo Jeetbo. After its launch, their merchandise sales jumped by 15%.
These songs become the soundtracks to fans' emotions. And that emotional pull? It sells jerseys, tickets, and even sponsorship deals.
Credit: TOI
Let's talk mascots. Those furry creatures dancing in the heat might seem like a gimmick, but they're secret weapons. Rajasthan Royals' Moochu Singh and CSK's roaring lion aren't just for laughs — they're walking, roaring brand builders.
They show up at schools, malls, and fan events. They take selfies. They make kids giggle. And guess what? Those giggles turn into T-shirt sales. Toy sales. Loyalty. In a world where young attention spans are shrinking, mascots help teams connect with the next generation.
Credit: Sportz Craazy
All this fun — the dancers, the tunes, the mascots — might cost a team up to ₹7 crore a season. Sounds steep? Here's the kicker: that investment often brings back three to four times the amount.
Why? Because fans stay longer, cheer louder, and spend more — on tickets, food, jerseys, and souvenirs. Sponsors take notice, too; they're happy to pay extra for brands that make noise both on and off the pitch.
