Abstract

The Indian Premier League (IPL) has evolved beyond a cricket tournament to become a cultural phenomenon with significant societal and economic implications. This study explores the intricate relationship between the IPL and the Indian stock market, analysing how this sporting spectacle influences market dynamics. With its massive viewership and dedicated fan base, the IPL offers a unique platform for brands to connect with consumers, leading to substantial investments in advertising and sponsorship. These marketing efforts drive increased consumer spending, benefiting industries such as media, entertainment, consumer products, and hospitality. However, the IPL’s impact on the stock market extends beyond direct economic effects. Psychological factors, including investor sentiment, herd behaviour, and the excitement generated by the event, also contribute to heightened trading activity and market volatility. The phenomenon of "home bias," where investors prefer domestic stocks, further amplifies interest in Indian equities during the IPL season. This research adopts a mixed-methods approach to examine this relationship. Quantitative analysis involves evaluating historical stock price data of companies linked to IPL-related industries, employing statistical methods to identify correlations between IPL events and stock market performance. Complementing this, qualitative insights are gathered through interviews with investors, financial analysts, and industry experts to understand the perceived impact of the IPL on investment behaviour. The findings aim to unravel the complex interplay between sports, economics, and finance, offering valuable insights for investors, policymakers, and marketers. By identifying the factors that drive the connection between the IPL and stock market movements, stakeholders can make informed decisions and leverage the opportunities presented by this major sporting event. This research underscores the IPL’s broader significance as a driver of economic and cultural transformation in India.

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