Snapchat is doubling down on its presence in the Indian sports market, launching “Cricket in a Snap,” a new suite of advertising tools designed to connect brands with the country’s passionate cricket fanbase. The initiative comes as cricket continues to surge in popularity on the platform, particularly among Gen Z and as brands seek innovative ways to reach this influential demographic during major events like the Indian Premier League (IPL).
The move underscores Snapchat’s growing importance as a “second screen” experience for sports viewers in India. While traditional television and streaming services remain popular for watching live matches – with 55% of Snapchatters watching events on TV and 54% via streaming – a significant 90% engage with content on their phones during the games, according to Snapchat. This creates a unique opportunity for brands to participate in real-time conversations and connect with fans beyond the broadcast.
“Everywhere else it’s passive, individual consumption. We are the real-time conversations where fans react to match moments as they unfold,” said Yagnesh Ravi, ad solutions lead, India at Snap Inc., highlighting the platform’s focus on fostering organic engagement. Snapchat currently boasts over 250 million active users in India, with approximately 90% falling within the 13-34 age range, making it a key platform for reaching younger audiences.
The “Cricket in a Snap” offering includes a range of features aimed at enhancing brand engagement. These include a Live Sports API, allowing AR creators to integrate live score updates into branded Lenses; AR Fan Zones, offering immersive experiences like Locker Room and Nets Practice sponsored by brands; and Surface Tracking, which anchors branded Lenses to the arena surface for on-site fans. Official team content will be sourced from teams including Mumbai Indians, Gujarat Titans, Chennai Super Kings, Punjab Kings and Delhi Capitals, alongside analysis from JioStar.
New Tools for Real-Time Engagement
Snapchat’s strategy centers on providing brands with tools to tap into the dynamic, real-time conversations surrounding cricket. The Live Sports API is a key component, enabling augmented reality experiences that reflect the unfolding action of a match. Brands can also leverage AR Bar Branded Lenses and Post Capture Stickers, offering sponsored tools that appear based on location or event. Snapchat is facilitating partnerships between brands and Snap creators through hashtag-driven content, empowering creators to produce authentic, engaging material.
The platform is also promoting branded Lenses related to cricket, offering another avenue for brands to connect with fans. The initiative aims to move beyond traditional advertising and into the live cultural moment, capitalizing on the platform’s strength as a hub for unfiltered banter, immersive AR play, and fan-led trends. According to Snap, Gen Z, now numbering around 370 million in India, is a core driver of cricket culture.
Gen Z and the Rise of Second-Screen Engagement
Snapchat’s focus on Gen Z is strategic. The demographic is not only a significant consumer of cricket content but also represents a growing economic force, collectively driving $860 billion in consumer spending. As this cohort’s financial influence expands, Snapchat positions itself as a crucial channel for brands seeking to connect with India’s most influential audience.
The platform’s data reveals a strong correlation between cricket viewership and second-screen activity. While a majority of Snapchatters watch live events on television or streaming services, the vast majority – over 90% – simultaneously engage with content on their smartphones. Snapchat emphasizes that “while the broadcast delivers the spectacle, the live conversation lives on Snapchat,” highlighting its role as a central hub for real-time fan interaction.
The expanded promotional offerings are designed to help brands align with these evolving consumption patterns. Snapchat’s “Cricket in a Snap” initiative represents a significant investment in the Indian market and a clear signal of its commitment to becoming a key player in the country’s thriving sports ecosystem.
As the IPL season approaches, brands will be closely watching to see how these new tools perform and whether Snapchat can deliver on its promise of connecting them with India’s passionate cricket fanbase. The platform’s success will likely hinge on its ability to foster authentic engagement and provide brands with meaningful opportunities to participate in the real-time conversations that define the cricket experience.
What are your thoughts on Snapchat’s new advertising tools? Share your comments below and let us know how you think brands can best leverage these features to connect with cricket fans.
