As football continues to grow in popularity across India, the Indian Super League (ISL) has emerged as a powerful platform for brands seeking consistent visibility, emotional resonance, and audience engagement. Unlike one-off ad buys, ISL offers repeat exposure across weeks of live match coverage, passionate regional fandom, and a strong presence across both television and digital platforms. Whether it’s through in-stadium branding, jersey sponsorships, or integrated L-Bands, brands are leveraging the energy of football to connect with their target audiences. Here are three campaigns that used the ISL effectively to drive brand awareness and regional dominance.
Case Study 1: Freemans – Indian Super League, 2024
Freemans, a leading measuring tape brand, launched a high-visibility campaign during the Indian Super League 2024 to reinforce its jersey sponsorship with Kerala Blasters. The brand activated L-Band integrations across both Digital (Disney+ Hotstar) and Linear TV during all matches featuring Kerala Blasters.
The campaign targeted male audiences aged 25 and above from NCCS A, B, and C segments and ran across Pan India, leveraging ISL’s growing popularity to increase brand visibility. By combining TV and digital formats, Freemens ensured repeated exposure during live match telecasts, which helped build strong recall and enhanced brand association among sports viewers. The dual-channel strategy not only reinforced Freemens’ partnership with the team but also delivered sustained brand presence throughout the tournament.
Case Study 2: Cochin 247 – Indian Super League, 2024
Cochin 247, an emerging online gaming platform, activated its presence in the Indian Super League 2024 through a full-fledged on-ground branding campaign across stadium venues. The objective was to connect with both male and female audiences aged 18 and above across Pan India, while aligning with the energy and community feel of live football events.
By placing its branding strategically inside stadiums during ISL matches, Cochin 247 tapped into match-day excitement, building real-time visibility and deeper audience association. The physical integration of the brand within the live sporting environment allowed Cochin 247 to engage emotionally with fans, which led to a noticeable lift in brand awareness and engagement among sports-focused, digitally active viewers.
Case Study 3: Woodland Hospitals – Indian Super League, 2025
Woodland Hospitals, a healthcare brand based in Kolkata, rolled out a geo-targeted on-ground campaign during the Indian Super League 2025 with a focus on local visibility. The campaign was executed during live matches in the Kolkata region, targeting both male and female audiences aged 25 and above.
Using in-stadium branding and tactical placement strategies, Woodland Hospitals aligned itself with Kolkata’s vibrant football culture to reach a high-density urban audience. The brand’s presence during emotionally charged match moments helped create strong recall and positioned Woodland as a familiar and trusted name in the city. The campaign resulted in a measurable lift in brand perception, driven by regional loyalty and high-impact match-day exposure.
Conclusion
The Indian Super League offers a powerful blend of emotion, energy, and frequency that few other media properties can match. Whether it’s Freemans owning jersey and broadcast space, Cochin 247 integrating into the live stadium experience, or Woodland Hospitals driving regional relevance through local activations, these campaigns show how brands can use ISL to be present, visible, and memorable. For advertisers looking to go beyond cricket and capture India’s growing football fan base, ISL is the next big arena.
Let The Media Ant help you plan your next ISL campaign. We’ll help you show up, stand out, and score big with fans. Reach out to us at Ad@themediaant.com.
