The International T20 League (ILT20) continues to position itself as one of the most attractive T20 properties, with Season 4 delivering significant gains in global reach and commercial maturity.
Speaking about the league’s growth, Ishan Chopra, ILT20 Partnerships Director and Emirates Cricket Board Chief Commercial Officer, described how the tournament has scaled rapidly across linear and digital platforms.
An audience of 400 million and reach in multiple markets
From a sports business point of view, ILT20’s claim as the second most watched T20 league globally is based on both scale and efficiency of distribution.
“In season 4, we got close to 400 million viewers on Linear and OTT globally, which I think puts us firmly in the top tier of cricket properties outside the IPL ecosystem,” Chopra said in queries shared by TimesofIndia.com.
India remains the largest consumer market, contributing more than 250 million viewers. However, the league’s differentiator lies in its simultaneous reach in multiple regions.
“We are simultaneously reaching audiences in the UK, US, Pakistan and the wider MENA region within the same broadcast window,” he explained.
This hybrid distribution model, combining strong linear penetration with rapidly growing OTT consumption, has allowed ILT20 to evolve into a globally distributed media property rather than simply a regional tournament.
Partnerships beyond visibility
For Chopra, the true indicator of a league’s health lies in its partnerships, and the ILT20 ecosystem appears to be maturing.
“We’ve seen strong retention among our key partners. And more importantly, we’re seeing partners really deepen their commitment to the league year after year.”
Brands no longer treat the league solely as a visibility platform. Instead, they are integrating campaigns, creating digital content, and using ILT20 to drive measurable business results.
“They’re not just looking for visibility anymore. 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 foundation remains strong, fueled by a global player pool, primetime accessibility in all markets, and a robust streaming ecosystem.
“We were on all the sports channels… and now we are focused on developing partnerships, basically from traditional sponsorships to more integrated collaboration.”
Compelling business case for brands
ILT20’s core proposition lies in its ability to deliver a global audience within a highly efficient broadcast window, taking advantage of the UAE’s strategic time zone.
“Due to the UAE’s time zone, we can access India, the United Kingdom, the Middle East and even parts of the United States… in a single broadcast cycle,” Chopra said.
For brands, this creates a unique opportunity to access multiple key markets simultaneously.
From an investment standpoint, Chopra highlighted the advantage of entering during the league’s growth phase: “The partners that are coming in now are at a point where they can actually build equity with the property rather than just buying inventory.”
The league’s structured ecosystem, which encompasses core partnerships, franchise opportunities and digital integrations, also allows brands to interact on multiple levels.
Season 5 and beyond
Heading into Season 5 in December, ILT20’s roadmap is clear: deepen engagement, expand globally and drive long-term value.
“We want to deepen fan engagement, especially in the digital space. We want to further expand our international presence and get more broadcast partners.”
“We would like to create more IP led by partners within the league… something we can already see in previous seasons.”
Ultimately, the focus is not only on growing numbers, but also on building a sustainable, premium sports property.
“It’s not just about growing numbers, it’s also about building a sustainable premium sports property that delivers consistent value to all stakeholders,” he said.