The remaining IPL matches will be held in UAE in September and October ⁠— advertisers and sponsors can ride the cricket wave to corner Diwali demand

On May 4, The Board of Control for Cricket in India (BCCI) called off the Indian Premier League (IPL ) 2021, after 29 of the total 56 games, indefinitely as several players and support staff tested positive for COVID-19.

In a Special General Meeting (SGM) held virtually on May 29, the governing body for cricket in India decided to hold the remaining matches of the IPL in the United Arab Emirates (UAE) between September and October 2021.

While the exact dates haven't been announced, reports speculate that the tournament will start on the weekend of September 18-19 and end by October 10.

In addition to the remaining IPL, the members also agreed to keep UAE as a backup venue, which was to be held in India, for the T20 World Cup later this year.

IPL is one of the biggest cricket tournaments anywhere in the world and therefore a lot of money is riding on it. Some of India's biggest startups, from Byju's and PayTm to UpGrad and Dream11, have paid top dollar for visibility and association with the tournament that is extremely popular in the subcontinent.

The resumption of the matches would come as a relief for these sponsors. It will also coincide with the festive season in India, from Dussehra and Diwali to Christmas and New Year.

It's a time for advertisers to capitalise on the annual boom in demand for consumer products. Getting the attention of a cricket-crazy nation may be just what they need.

SEE ALSO
WhatsApp moves the Delhi High Court against India’s new IT laws, says report
Cyclone Yaas will unleash its fury for another 12 to 18 hours after making landfall
OnePlus is giving away ₹9,000 worth Google Stadia bundle for free – but it’s not available in India