Advertising in World Test Championship

The World Test Championship (WTC) represents the pinnacle of cricket's longest and most traditional format, Test cricket. Launched by the International Cricket Council (ICC) in 2019, the WTC was designed to bring a competitive edge to Test cricket, introducing a structured tournament that would culminate in a final to determine the world’s best Test team. Prior to the WTC, Test cricket lacked a formal championship structure, with matches being played as standalone series without an overarching competition. The introduction of the WTC changed this, offering fans and teams a clear goal to strive to become the Test champions of the world.

The first cycle of the WTC began in August 2019 and ran until June 2021. Nine of the top cricketing nations competed over a series of bilateral Test series, with points awarded for each match. The tournament’s format aimed to maintain the traditional essence of Test cricket while adding a layer of competitiveness by determining a global champion. The inaugural final took place in Southampton, England, between India and New Zealand. In a historic match held in June 2021, New Zealand emerged as the first-ever winners of the WTC, defeating India by eight wickets and marking a significant moment in cricket history. The second edition of the WTC began in August 2021 and concluded in June 2023, with Australia claiming the championship by defeating India in the final held at The Oval in London. The WTC has not only elevated the profile of Test cricket but also generated increased interest and viewership among fans, broadcasters, and sponsors. By introducing a competitive narrative to Test cricket, the WTC has successfully attracted global attention and brought renewed focus to the format, which remains the oldest and purest form of the game.

For advertisers, the WTC offers a unique platform that combines tradition with modern competitiveness. With high-stakes matches involving the top cricketing nations, the championship garners significant viewership across the globe. The WTC provides brands with an opportunity to engage with a dedicated and diverse audience that spans multiple continents, especially in cricket-loving regions like India, Australia, England, and New Zealand. The event’s growing prestige and increasing viewership make it an attractive avenue for advertisers looking to connect with passionate cricket fans through a tournament that represents the highest level of the sport.

Benefits of Advertising in World Test Championship 

Advertising in the World Test Championship (WTC) presents a unique opportunity for brands to connect with a global audience passionate about cricket. With its focus on the traditional and prestigious format of Test cricket, the WTC captures the attention of dedicated fans across multiple countries. The tournament spans months, involves top cricketing nations, and culminates in a highly anticipated final, offering extensive exposure. Here are five key benefits of advertising in the WTC:

Global Reach and Audience Engagement

The WTC brings together cricket fans from all over the world, offering a vast and diverse audience. With participating teams from leading cricketing nations like India, Australia, England, and New Zealand, the tournament attracts millions of viewers across continents. Advertising during the WTC allows brands to tap into this widespread and engaged audience, enhancing visibility on a global scale. 

The tournament’s extended format and long-running series ensure sustained attention, giving advertisers multiple opportunities to reach fans over a prolonged period.

Association with Tradition and Prestige

Test cricket is often considered the purest form of the sport, with a deep-rooted tradition that resonates with purists and loyal fans. By advertising in the WTC, brands align themselves with the values of endurance, excellence, and heritage that Test cricket represents. 

This association helps build brand credibility and trust among a discerning audience. The WTC’s prestigious positioning as the ultimate Test cricket competition further enhances the brand’s image, creating a positive connection that can translate into long-term loyalty.

High-Impact Visibility During Prime Matches

The WTC features high-stakes matches that draw significant viewership, particularly during series involving cricketing giants like India, Australia, and England. The final, in particular, garners immense attention as fans tune in from around the globe. 

Advertising during these peak moments ensures maximum visibility for brands. Strategic placements, such as perimeter advertising, on-ground branding, and print media integration, allow advertisers to capture the audience’s attention during crucial match moments, amplifying brand recall and impact.

Extended Exposure Through Multi-Day Format

Unlike shorter formats like T20s or ODIs, Test matches span five days, offering advertisers extended exposure. The longer duration of each match means that ads have more screen time and repeated visibility, leading to stronger brand recall. 

The multi-day nature of Test cricket also ensures consistent engagement with the audience, allowing brands to reinforce their message across multiple touchpoints. This sustained presence helps build a deeper connection with viewers who are highly engaged over the course of each match.

Targeting a Loyal and Affluent Audience

Test cricket traditionally attracts a more mature, loyal, and often affluent audience. Fans of the format tend to value quality, heritage, and tradition, making them ideal for brands looking to target premium segments. 

Advertising in the WTC allows brands to connect with this well-defined demographic, whether through luxury goods, financial services, or high-end products. The association with Test cricket’s legacy appeals to consumers who appreciate longevity and substance, leading to a more impactful brand resonance.

Importance of Advertising in the World Test Championship 

The World Test Championship (WTC) has revitalized the traditional format of Test cricket by introducing a structured competition, making it a prime platform for advertisers. Advertising in the WTC goes beyond just visibility; it creates a strategic alignment with a prestigious event that resonates deeply with cricket enthusiasts globally. 

The importance of advertising in the WTC lies in its ability to build strong brand associations within a context of tradition, competition, and excellence. Here are reasons why advertising in the WTC is particularly significant:

Enhanced Brand Credibility

The WTC is seen as the pinnacle of Test cricket, embodying values like resilience, strategy, and excellence. By advertising in the WTC, brands can align themselves with these values, enhancing their own credibility. 

Associating with a prestigious event that features top-tier teams and high-profile players helps elevate the brand’s image. This connection positions the brand as one that supports and values the finest traditions of the sport, which resonates with audiences who are deeply invested in cricket.

Long-Form Engagement Opportunities

Unlike shorter cricket formats, Test cricket offers brands the unique advantage of prolonged engagement. Each Test match lasts up to five days, allowing advertisers to create narratives that unfold over time. 

This extended engagement is crucial for building deeper connections with the audience, as it provides ample opportunity for reinforcing messages and driving home brand recall. The nature of Test cricket, where fans often follow every session and every day, ensures that ads have a lasting impact.

Leveraging Emotional Investment in Key Matches

The WTC creates highly anticipated clashes between traditional rivals and top-ranked teams, fostering intense emotional engagement from fans. Advertisers can capitalize on this emotional investment by positioning their brands during key moments, such as deciding days, rival matchups, or the final. Emotional engagement enhances the effectiveness of advertising, as fans are more likely to remember brands that are present during moments of high tension or celebration. This heightened attention creates a lasting association with the brand.

Building a Legacy Connection

Advertising in the WTC allows brands to associate themselves with the history and heritage of Test cricket. The WTC is not just a tournament; it is a celebration of cricket’s oldest format. By being part of this event, brands tap into the legacy of the sport, creating a long-term association that goes beyond just one campaign. 

This connection to cricket’s tradition can enhance brand loyalty, as consumers tend to develop a stronger attachment to brands that are seen as supporters of their passions and values.

Strategic Market Penetration in Cricket Strongholds

The WTC covers multiple series across different countries, offering advertisers strategic market penetration opportunities in regions where cricket is deeply embedded in the culture. Markets like India, Australia, England, and South Africa have large, dedicated fan bases. 

Advertising in the WTC allows brands to target these cricket-loving nations effectively, gaining traction in key markets. For brands looking to expand or reinforce their presence in these regions, the WTC serves as a powerful platform to establish strong market connections.

Ads Format for Advertising in World Test Championship 

Advertising in the World Test Championship (WTC) involves a range of traditional formats that provide extensive brand visibility and align with the heritage of Test cricket. Traditional ad formats remain powerful tools for reaching a cricket-loving audience, especially in an event that emphasizes the timeless nature of the sport. 

By leveraging physical, in-stadium, and broadcast ad formats, brands can establish a strong presence throughout the championship. Here are five key traditional ad formats that are effective for advertising in the WTC:

Stadium Perimeter Advertising

Stadium perimeter ads are a staple in cricket advertising, offering prime visibility throughout the match. Positioned along the boundary lines, these ads are continuously in view, ensuring high exposure. As Test matches span up to five days, perimeter ads receive repeated attention from both in-stadium spectators and TV viewers. The strategic placement along key camera angles ensures consistent visibility, making this format highly effective for building brand recall. With global broadcasts, these ads reach millions, reinforcing the brand message across diverse audiences.

On-Ground Branding

On-ground branding, including pitch mats, player dugout signage, and branding on the sight screens, offers immersive brand integration during the WTC. This format provides direct association with the game’s key elements, drawing viewer attention during critical match moments like bowler run-ups or player breaks. 

Branding on sight screens is particularly effective as they are in the line of sight for both players and viewers, ensuring high visibility during play. On-ground branding connects the brand with the match’s core activities, making it memorable.

Team Jersey Sponsorships

Sponsoring team jerseys or kit accessories is a high-impact ad format that aligns the brand directly with the players. Logos placed on team jerseys, caps, or helmets become iconic symbols, seen by millions of fans worldwide. 

The continuous exposure through live broadcasts, highlights, and media coverage ensures long-lasting visibility. Team jersey sponsorship also creates a strong emotional connection as fans often associate these brands with their favorite teams or players, leading to heightened brand loyalty and trust.

Print Media Integration

Print media remains a crucial traditional advertising format during the WTC. Newspapers, sports magazines, and special tournament editions provide ample space for brands to advertise through full-page spreads, match analyses, or branded columns. 

As cricket enthusiasts seek detailed insights, pre-match coverage, and post-match reviews, print ads in these outlets receive focused attention. The credibility associated with print media, combined with targeted placement in cricket-specific publications, allows brands to reach a discerning audience that values tradition and depth.

Merchandise and Souvenir Branding

Branding on official WTC merchandise and souvenirs offers a unique opportunity to create lasting impressions. From caps and t-shirts to collectibles like miniature bats or balls, branded merchandise serves as keepsakes that fans cherish. 

These items continue to promote the brand long after the tournament ends, making them a valuable advertising medium. Souvenir branding allows brands to tap into fan loyalty, creating positive associations as fans proudly showcase their memorabilia, often leading to organic word-of-mouth promotion.

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Factors Affecting the Cost of Advertising in World Test Championship 

Advertising in the World Test Championship (WTC) involves several cost considerations, influenced by various factors unique to this prestigious event. The costs of advertising can vary significantly based on factors like the timing, audience reach, and the nature of the ad format. Understanding these factors is crucial for optimizing budgets while maximizing brand visibility. 

In this section, we explore five key factors that directly impact the cost of advertising in the WTC, ensuring that advertisers can plan effectively and achieve the best possible results.

Match Significance and Popularity

The cost of advertising during the WTC varies depending on the importance of the match. High-stakes games, such as those between major cricketing nations or the final match, attract larger audiences and therefore command higher advertising rates. 

Matches featuring popular teams like India, Australia, or England typically have higher viewership, leading to premium ad slots. The level of competition, historical rivalries, and the stage of the tournament also drive up costs, as brands compete for visibility during these high-impact moments.

Geographical Coverage and Market Reach

The geographical region targeted by the ad campaign significantly influences advertising costs. Ads aimed at global audiences or multiple cricketing markets have higher rates compared to those focused on specific regions. 

The reach and penetration of the ad across different countries determine the pricing, with larger markets like India, the UK, and Australia being more expensive. The cost is also impacted by the regional significance of Test cricket in the targeted country, as well as the media channels used to reach those audiences.

Advertising Slot Timing

The timing of ad placements during a Test match plays a critical role in determining costs. Prime-time slots, such as during lunch breaks, tea intervals, or immediately before and after play, are more expensive due to peak viewership. 

Advertising costs can also spike during critical match moments like the last session of a close game or a deciding Test. Additionally, ads placed during specific days of a five-day Test can vary in price, with days expected to have higher tension and engagement costing more.

Brand Category and Exclusivity

The nature of the brand category being advertised and the level of exclusivity offered within that category can affect costs. Categories such as banking, insurance, automobiles, and luxury goods often see higher competition, leading to increased rates. 

Brands looking for exclusive rights within a category, such as being the sole beer sponsor, may have to pay a premium for that exclusivity. Additionally, if the brand seeks high visibility across multiple platforms, including stadium ads, print media, and merchandise integration, the cost rises further.

Duration and Frequency of Campaign

The length of the advertising campaign and the frequency of ad appearances directly impact overall costs. Brands that run ads throughout the entire tournament, across multiple matches and formats, typically face higher expenses than those with shorter, targeted campaigns. Consistent brand presence, such as daily visibility in print or perimeter ads running across every match, requires a larger budget. 

Frequency also matters within individual matches—ads that are repeatedly displayed, such as on scoreboards or boundary ropes, incur higher costs due to their sustained exposure.

Best Practices for Advertising in World Test Championship 

Advertising in the World Test Championship (WTC) requires a strategic approach to maximize impact given the event’s unique nature. Unlike shorter formats, Test cricket offers extended engagement, allowing advertisers to craft messages that resonate over time. Brands must consider the nuances of Test cricket, from the pacing of the game to the audience's deep connection with tradition. 

By following best practices, advertisers can ensure that their campaigns not only capture attention but also build lasting associations. Here are essential best practices for advertising in the WTC:

Align with the Spirit of Test Cricket

Test cricket is celebrated for its tradition, strategy, and endurance. Brands should align their messaging with these values to resonate with the audience. Advertising in the WTC is most effective when it reflects the qualities that fans love about Test cricket—patience, resilience, and respect for the game. 

Incorporating storytelling that parallels the strategic nature of Test matches or highlighting the brand’s commitment to excellence can create a strong connection with cricket enthusiasts who appreciate the deeper aspects of the sport.

Leverage National and Regional Pride

The WTC features international teams, each representing their country with pride. Tapping into national or regional pride can significantly enhance the relevance and emotional impact of your advertising. Tailoring ads to align with the cultural sentiments and sporting history of different regions allows brands to connect more personally with fans. 

This could involve using local languages, featuring regional cricket legends, or acknowledging significant historical moments tied to the nation’s cricketing legacy, thereby building a more authentic and relatable brand presence.

Integrate Brand Messaging Seamlessly

In the context of Test cricket, where matches can span up to five days, it’s crucial for brand messaging to feel integrated and not intrusive. Ads should complement the viewing experience rather than disrupt it. 

For instance, subtle branding on key match elements like sight screens, player kits, or stadium banners ensures visibility without overwhelming the audience. Brands should focus on consistent, low-key visibility that reinforces their presence steadily across the match, respecting the viewer's engagement with the game’s intricate dynamics.

Capitalize on Key Milestones and Match Moments

The slow-burn nature of Test cricket allows advertisers to align their messaging with key moments in the match, such as a century, a dramatic wicket, or the end of a session. Crafting ads that are timed to coincide with these crucial milestones can heighten their impact. 

For example, celebratory ads that trigger when a team reaches a significant score or when a match swings dramatically can create memorable brand associations. These moments of heightened viewer attention are perfect opportunities for targeted, impactful advertising.

Adapt to the Pace and Flow of the Game

Test matches unfold over several days, offering a unique opportunity for storytelling and phased advertising. Brands should adapt their campaigns to the match’s evolving narrative, using different messages or themes on each day. 

For instance, the early days of a Test could focus on setting up the story, while later days could deliver stronger calls to action as the match builds towards a climax. This allows for a more dynamic campaign that remains relevant and engaging throughout the duration of the event, matching the rhythm of the game itself.

Guide to Effective Advertising in World Test Championship 

Creating effective advertising for the World Test Championship (WTC) involves a strategic approach tailored to the unique characteristics of Test cricket. The event’s long format and deep fan engagement present unique opportunities for advertisers to craft impactful campaigns. 

To maximize effectiveness, brands need to develop ads that resonate with the audience, align with the sport’s values, and leverage the event’s structure. Here’s a guide to creating effective advertising in the WTC:

Understand the Audience’s Passion

Test cricket fans are deeply passionate about the sport, appreciating its history and strategic depth. To create effective advertising, brands must tap into this passion by aligning their messaging with the core values of Test cricket—tradition, skill, and perseverance. 

Crafting ads that celebrate these aspects and resonate with the fans’ love for the game ensures that the brand message is both relevant and engaging. Understanding what motivates and excites the audience helps in creating content that connects on an emotional level.

Leverage Long-Format Engagement

The extended duration of Test matches allows for more sustained advertising campaigns. Utilize this time to build a narrative that unfolds over the course of the tournament. Develop a series of ads that progress in alignment with the match’s developments or the championship’s broader story. This approach keeps the brand message fresh and relevant throughout the event, allowing for deeper engagement as the story evolves. Continuity in messaging reinforces brand recall and maintains viewer interest.

Align Ads with Key Match Moments

Strategically timing ads to coincide with significant match moments—such as pivotal wickets, centuries, or close finishes—can enhance their impact. By aligning brand messaging with these high-interest moments, ads become part of the narrative that fans are following closely. 

This method leverages heightened emotional engagement during these key moments, making the brand message more memorable and impactful. Consider creative ways to integrate your ads with these moments to maximize their effectiveness.

Create Contextual and Relevant Content

Ensure that your advertising content is contextually relevant to the WTC and its audience. Incorporate elements that reflect the setting of Test cricket, such as references to iconic grounds, historic matches, or current tournament narratives. This creates a seamless integration with the event, making the ads feel more authentic and connected to the fans’ experience. Contextually relevant content not only captures attention but also strengthens the association between the brand and the sport.

Utilize Player Endorsements Wisely

Leverage the popularity and credibility of cricket players to enhance your advertising campaign. Player endorsements can significantly boost brand visibility and credibility, especially when players are featured in ads that align with their on-field persona or achievements. Collaborate with players to create compelling ads that resonate with fans, using their influence to draw attention and add authenticity to the campaign. Ensure that endorsements align with the brand’s values and message for maximum impact.

Incorporate Multi-Channel Strategies

While focusing on traditional advertising formats, consider integrating your campaign across multiple channels to reinforce the message. For example, combine stadium ads with print media and in-match promotions to create a cohesive and comprehensive campaign. 

Multi-channel strategies ensure that the brand message reaches the audience through various touchpoints, enhancing overall visibility and effectiveness. Coordination across channels helps in maintaining a consistent brand presence throughout the WTC.

Monitor and Adapt During the Tournament

Regularly monitor the effectiveness of your advertising campaign and be prepared to adapt based on real-time feedback and developments in the tournament. Track engagement metrics, viewer reactions, and the impact of key ads to assess performance. Being flexible allows you to optimize the campaign mid-event, making necessary adjustments to maximize impact and relevance. Adapting to the ongoing dynamics of the WTC ensures that the advertising remains effective and aligned with the audience’s evolving interests.

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Why Choose Ginger Media Group for Advertising in World Test Championship?

Choosing Ginger Media Group for advertising in the World Test Championship (WTC) offers numerous advantages, rooted in our extensive experience and tailored approach to cricket promotions. 

We understand the unique dynamics of Test cricket and leverage our expertise to deliver impactful, customized campaigns. Here’s why you should consider us for your WTC advertising needs:

In-Depth Knowledge of Cricket Audiences: We bring a deep understanding of cricket audiences, particularly Test match fans who value tradition and strategy. Our team’s expertise allows us to craft ads that resonate with these passionate viewers, aligning with their appreciation for the game’s nuances. By tailoring our messaging to match the values and interests of Test cricket enthusiasts, we ensure that your brand connects meaningfully with the right audience.

Customized Advertising Solutions: At Ginger Media Group, we offer bespoke advertising solutions tailored specifically to the World Test Championship. We understand that each brand has unique goals and challenges, so we develop customized strategies that maximize your campaign’s effectiveness. Whether you need in-stadium promotions, print ads, or strategic placement during key match moments, our personalized approach ensures that your advertising stands out and achieves your objectives.

Comprehensive Media Coverage: We provide extensive media coverage that spans various traditional formats, from stadium perimeter ads to print media integration. Our broad reach across different advertising platforms ensures that your brand gains maximum visibility throughout the WTC. By leveraging our connections and expertise, we can place your ads effectively across multiple channels, ensuring a comprehensive and cohesive presence throughout the tournament.

Strategic Timing and Placement: Our team excels in timing and placement strategies, ensuring that your ads appear at the most impactful moments. We analyze the flow of the tournament and key match moments to strategically position your brand for optimal visibility. Whether it’s during critical game phases or high-stakes moments, we ensure that your advertising captures the attention of viewers when it matters most, enhancing the overall effectiveness of your campaign.

Proven Track Record of Success: Ginger Media Group has a proven track record of successful advertising campaigns in major sporting events, including cricket. Our experience in executing high-impact campaigns allows us to deliver results that exceed expectations. We leverage our past successes and industry insights to create campaigns that not only reach but also resonate with your target audience. Trust our expertise to elevate your brand’s presence and impact during the World Test Championship.

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