Everything you need to know about the ECL

The Entertainer’s Cricket League is a unique sporting spectacle brought to life by the visionary Anil Kumar and high-energy Himanshu Chandnani. As part of this exciting initiative, they have connected with a wide array of influencers, celebrities, and pop culture figures. From Abhishek Malhan, Sonu Sharma, and Elvish Yadav to Harsh Beniwal, Munawar Faruqui and Anurag Dwivedi, the format is designed to offer a little something for everyone.

 Now that the September 22nd grand final has been and gone, we need to recap and highlight the format for anyone who unfortunately missed it. 

What format is the ECL?

The Entertainer’s Cricket League saw six teams of mixed-ability players battle over the course of 19 fast-paced matches. Every game was contested at the iconic Indira Gandhi Indoor Stadium in Delhi, allowing for a palpable atmosphere and serious tension to come to the fore. Ideal when you want to create a setting where everyone feels invested in the action on the field of play, even if it is never going to compare to the innate skill of the professional game.

Short matches, quick turnaround times, and a single central location were all key to making the league work. The idea was to create an engaging format that brought casual cricket fans into the arena so that they could enjoy watching some of their favourite celebrities and media personalities. The impressive size of the crowds is a testament to the success of this bright little idea. 

What does the ECL mean for brands and businesses?

With 150 creators together in one place during September, brands had a unique opportunity to establish new relationships. Much like Jake Paul’s recent sporting contest with the famous Mike Tyson in the US, Indian content creators and online personalities are increasingly moving into the mainstream. This is good news for their fans, but also something that brands need to be aware of. 

The next generation is increasingly getting their entertainment online via live streams and social media platforms. They are moving away from standard TV programming and choosing instead to get their entertainment directly from the source. This is something that brands will need to think about when it comes to marketing and advertising to a new generation who are set to enter the workforce and become consumers in the next couple of years. 

Where to watch the Entertainer’s Cricket League? 

The Sony Sports Network was the traditional way to watch the ECL, but it was on YouTube that much of the traffic was seen. This is certainly no surprise given that many of the celebrities taking part found their fame on the platform. YouTube also has the added benefit of allowing younger members of family households to break off from communal viewing and watch content. 

Broadcasters have for too long rested on their laurels and assumed that everyone will come to them regardless. The ECL’s connection with YouTube shows that this is a sports league that has properly tapped into the changing behaviour of the next generation. 

The consumption of the games via handheld devices like phones and tablets also allowed fans to view some no deposit bonuses during gameplay. Something as simple as being able to connect a gaming platform with the positive experience of watching live cricket is a smart move for marketers. Expect to see more of these types of arrangements and relationships as the league goes from strength to strength in the years ahead. 

Understanding the Entertainer’s Cricket League schedule

The schedule is designed to be short and compact and aimed at going viral. When Elvish Yadav’s Haryana Hunters won the inaugural final it brought to an end several weeks of cricketing fanfare that saw games virtually every day during the previous two weeks. 

What will be interesting is to see how the schedule changes in the future, but for now, we leave you with suggestions on how it could change: 

• A move into more night games could be used to combine the matches with live music 
• A focus on weekend games would make it easier for school students and working families to attend 
• More options for fans viewing online to broadcast messages and images into the arena would create an ever-greater connection 

Don’t take these words to be criticisms of the ECL, we only wish to see it continue to flourish for many years to come. With that sentiment comes a natural question with which to finish on…

Will the Entertainer’s Cricket League be back in 2025? 

There was once a time when the IPL T20 auctions seemed like they would merely be a one-off spectacle never to be repeated. Fast forward to 2024 and they are a mainstay of the Indian sporting landscape. We sincerely hope that the ECL will cement itself in popular Indian culture in the same way. 

It’s really important to recognise that this is an event about personalities and charisma, rather than a space in which the most technically correct batting and bowling will be seen. If you are able to see the ECL for what it truly is, you get a sense that the league will go from strength to strength for many years to come. 

Our prediction is that as long as the celebrities remain fresh and topical, the league will quickly establish itself as a staple in the entertainment calendar. Perfect for attracting a whole new wave of casual fans who otherwise may have never paid much attention to the game the rest of us know and love.