The Super Bowl has long been more than just a championship game—it’s a cultural juggernaut. From explosive halftime shows to viral celebrity moments, it’s where sport, entertainment, and mass marketing converge. In 2024, when global music icon Taylor Swift appeared at Super Bowl LVIII to support Kansas City Chiefs tight end Travis Kelce, she didn’t just make headlines—she moved markets. According to Numerator, 20% of viewers rooted for the Chiefs specifically because of her presence. That game pulled in 123.4 million viewers, becoming the most-watched U.S. broadcast since the Moon landing.
The following year, rapper Kendrick Lamar’s halftime performance at Super Bowl LIX shattered records with 133.5 million viewers. His show-stopping performance—featuring a live version of his Drake diss track “Not Like Us”—dominated social media, fashion, and music charts. Within days, four of Lamar’s tracks entered the Billboard Hot 100’s top five. Sales of his $1,200 Celine jeans and the Nike Air DT Max ’96 sneakers he wore surged, showing the Super Bowl’s power to drive culture, not just viewership.
Meanwhile, in India, the Indian Premier League (IPL) commands a viewership of over 500 million and is valued at around $10 billion. It’s the most valuable cricket property in the world. But can it evolve into something greater—a cultural spectacle akin to America’s Super Bowl?
IPL: Still Cricket-First?
“The IPL is deeply rooted in cricket,” says N. Chandramouli, CEO of TRA Research. “Though it incorporates pop culture, music, and celebrities, it still primarily appeals to a cricket-focused audience.”
That sentiment is echoed by Samit Sinha, founder of Alchemist Brand Consulting, who notes that while the IPL has expanded cricket’s audience significantly, its structure and intent remain sport-centric. “The IPL was a bold experiment 18 years ago, and its success is phenomenal—but it’s still a tournament at heart.”
Yet, others argue the IPL is already blurring the lines between sport and spectacle. Dr. Sandeep Goyal, Chairman of Rediffusion, insists, “It’s more entertainment than cricket anyway. Between sixes, cheerleaders, celebrity cutaways, and crowd participation, there’s a carnival feel. But overdoing it could dilute the purity of the game.”
Celebrity Power in Advertising
According to TAM Media Research, celebrity endorsements during IPL 2024 grew by 2% compared to the previous season, with film actors accounting for 41% of all celebrity ad volumes. Sports stars made up 35%. Actress Ananya Panday topped the list of most-visible stars.
Star-driven campaigns are becoming increasingly prominent. Dream11’s blockbuster ad featuring Aamir Khan and Ranbir Kapoor, among others, stood out with its humorous spin on fantasy cricket.
“Celebrities add glamour and status to a brand,” says Sinha. “But if brands want sustained impact, they must integrate celebrities meaningfully—beyond just star power.”
Chandramouli adds, “Celebrity campaigns improve recall and engagement, but the next step is bringing them into the heart of the broadcast.”
Missed Opportunities in Star Integration
While IPL uses stars for visibility, it hasn’t fully harnessed them as immersive entertainment assets. Chandramouli suggests, “Why not have celebrities as guest commentators, digital hosts, or on-ground storytellers? That could transform the IPL into a cultural festival.”
Ritesh Ghoshal, Partner at Crisp Insights, points out that earlier IPL seasons were more experimental. “In its early days, IPL featured after-parties, celebrity fanfare, and team brand-building efforts. Today, regulatory issues and past controversies like match-fixing have reined in the razzle-dazzle.”
Who Could Be India’s Swift or Lamar?
To create a true Super Bowl-style cultural moment, the IPL needs icons with mass cultural influence.
Sinha believes only two domains in India command such pan-national appeal: cricket and cinema. “Someone like Diljit Dosanjh, who bridges music, cinema, and youth culture, could be the crossover figure IPL needs.”
Chandramouli agrees and adds names like Virat Kohli, Ranveer Singh, and Deepika Padukone. “They could draw in fans from fashion, music, or film—people who don’t usually watch cricket.”
The Path to Cultural Phenomenon
Could the IPL introduce something akin to the Super Bowl halftime show? Experts say the format may eventually allow for it.
Sinha acknowledges, “A half-hour entertainment segment might disrupt the current format, but with careful planning, the idea is within reach.”
Chandramouli suggests the league should consistently showcase high-octane cultural experiences. “Integrating Bollywood beyond token performances—perhaps through scripted segments, interactive content, or on-field theatrics—can turn the IPL into India’s biggest cultural moment.”
Ghoshal notes that some IPL franchises are already going beyond cricket. “Teams like RCB and CSK have built massive fandoms based on their brand identities, not just their performances. Other teams could do the same with smart brand-building and entertainment integration.”
Conclusion: Is the IPL Ready?
The IPL has come a long way—but becoming India’s Super Bowl will require more than sixes and stars in the stands. It needs thoughtfully crafted cultural moments that reach beyond the cricket field. While the Super Bowl took decades to become the behemoth it is today, the IPL is only 18 years old. If it can strike the right balance between cricket, celebrity, and spectacle, it may just be on the verge of its own Super Bowl moment.
