Social media platform Snapchat and online streaming service Netflix have announced partnerships with IPL teams to bank on the massive cricket audience in India for the first time.
The companies join a raft of brands jumping into get in front of the massive audience, as seen in the sponsorship round-up of the eight teams for the IPL.
Snapchat has partnered with four teams namely the Mumbai Indians, Royal Challengers Bangalore, Delhi Daredevils, and Rajasthan Royals who have joined Snapchat's Official Stories.
Snapchat has also further released a bunch of new creative tools to let fans support their favourite team using the Snapchat app.
Snapchat has designed tools specifically for IPL 2018 fans like custom Stickers, Filters, and Lenses. Among other tools, IPL-focused Lenses will transform users into a helmeted player with the team anthem playing the background. These Lenses are pushed automatically in each team's state. Alternatively, users can scan their favourite team's Snapcode in Snapchat to start the action.
Ben Schwerin, vice president of partnerships, Snapchat said: "We are so excited for Snapchatters to be able to catch behind the scenes action by their favourite players, cheers teams, and share in the IPL 2018 frenzy with their friends and family!"
Meanwhile, Netflix has partnered with Condé Nast Entertainment to produce an original unscripted series on the Mumbai Indians.
As reported by The Hollywood Reporter, the eight-part series will showcase the unseen aspects of the team by following the three-time title winner during the ongoing IPL.