🔍 A Sharp Decline in Brand Participation
The latest report from TAM Sports has revealed a massive 71% drop in the number of advertisers associated with the ICC World Test Championship (WTC) 2025. Compared to the 49 advertisers during the previous edition, only 14 brands chose to be associated with this year’s championship, raising serious concerns about the format’s commercial appeal.
💼 What’s Behind the Drop?
Industry analysts point to several reasons for this sharp decline:
- Lower Viewership Trends: Test cricket, despite its rich history, struggles to draw consistent eyeballs, especially from younger audiences.
- Brand ROI Considerations: Compared to T20s and ODIs, Test matches offer fewer advertising opportunities due to slower gameplay and fewer instant highlights.
- Shift Towards Shorter Formats: Tournaments like the IPL, T20 World Cup, and various domestic T20 leagues offer quicker results and more dynamic moments, which are more engaging for both viewers and advertisers.
- Digital Disruption: A significant portion of sports advertising is now moving toward digital and influencer-led platforms, where Test matches often underperform compared to flashier formats.
📺 Broadcast and Revenue Impact
This decline in advertisers will likely affect broadcasting revenue, pushing networks and organizers to re-evaluate the commercial strategies around Test cricket. With fewer sponsors and partners, the viability of investing heavily in Test match production may come under pressure.
🏏 The Future of Test Cricket
While Test cricket remains the pinnacle for purists and traditional fans, the commercial gap between formats is widening. Cricket boards may need to:
- Innovate formats (like Day-Night Tests)
- Incorporate more storytelling and behind-the-scenes content
- Leverage new media to revive interest and attract advertisers
📣 Expert Opinion
“Brands today are more data-driven and want instant engagement,” said a senior sports marketing executive. “T20 cricket delivers on that front. Unless Test cricket finds a way to become more viewer-friendly without losing its essence, the gap will only widen.”
✅ Key Takeaways:
- 71% drop in advertisers for WTC 2025
- Decline from 49 brands (2023) to 14 brands (2025)
- Challenges include viewer interest, format length, and ad ROI
- Test cricket needs strategic innovation to attract brands back
