File photo of the ILT20 Trophy. The International League T20 (ILT20) continues to position itself as one of T20’s most impressive properties, with Season 4 delivering significant gains in global reach and commercial maturity.When Ishan Chopra, Head of Partnerships – ILT20 and Chief Commercial Officer, Emirates Cricket Board on the growth of the league, outlined how the tournament has grown rapidly across both linear and digital platforms.
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Sam Curran press conference: Sam hails Desert Vipers’ consistency after historic ILT20 title win400 million viewers and multi-market reachFrom a sports business perspective, the ILT20’s claim to be the second most watched T20 league in the world is rooted in both scale and distribution efficiency.“In Season 4, we have garnered close to 400 million viewers globally across Linear and OTT, which I believe puts us firmly at the top tier of cricket properties outside the IPL ecosystem,” Chopra said in queries shared by TimesofIndia.com.India remains the primary consumer market, contributing more than 250 million viewers. The difference in the league, however, lies in its current reach across multiple regions.
Desert Vipers beat MI Emirates by 46 runs to win ILT20 Season 4 (ILT20)
“We are simultaneously reaching audiences in the UK, US, Pakistan and the greater MENA region within the same broadcast window,” he explained.This hybrid distribution model – combining strong linear penetration with rapidly growing OTT consumption – has enabled the ILT20 to evolve into a globally distributed media property rather than just a regional tournament.Out of sight partnershipFor Chopra, the true indicator of a league’s health lies in its partnerships — and the ILT20 ecosystem seems to be maturing.“We’ve seen strong retention with our key partners. More importantly, we’re seeing partners really deepen their involvement with the league year after year.”Brands no longer see the league as just a platform for visibility. Instead, they integrate campaigns, create digital content and use ILT20 to drive measurable business results.
Desert Vipers won the fourth season of the ILT20 title
“They’re no longer just coming to get exposure. They’re creating campaigns, creating digital content and really using ILT20 as a platform to drive business results.”While the league is still in its growth phase, its fundamentals remain strong – powered by a global player pool, prime-time availability across markets and a robust broadcast ecosystem.“We’ve been across all sports channels… and now we’ve focused on evolving partnerships, basically from traditional sponsorships to more integrated collaborations.”A compelling business case for brandsThe core proposition of ILT20 lies in its ability to deliver a global audience in a highly efficient broadcast window – utilizing the strategic UAE time zone.“Due to the UAE’s time zone, we are able to penetrate India, the UK, the Middle East and even parts of the US in a single broadcast cycle,” Chopra said.This creates a rare opportunity for brands to enter several key markets simultaneously.
Six players from Saudi Arabia have been included in the fourth season of the ILT20. (Image: ILT20)
From an investment perspective, Chopra highlighted the advantage of entering during the league’s growth phase: “Partners coming in right now are at a point where they can actually build equity with real estate rather than just buying inventory.”The league’s structured ecosystem – including central partnerships, franchise opportunities and digital integrations – also allows brands to engage on multiple levels.Season 5 and beyondLooking ahead to Season 5 in December, the ILT20 plan is clear – to deepen engagement, expand globally and build long-term value.“We want to deepen fan engagement especially in the digital realm. We want to further expand our international footprint and acquire more broadcast partners.”“We’d love to create more custom partner-led IPs within the league…which we can already see in previous seasons.”After all, the focus is not just on scaling the numbers, but on building a sustainable, premium sports complex.“It’s not just about growing numbers, it’s about building a sustainable premium sports venue that delivers consistent value to all stakeholders,” he said.
