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Deliveries on quick commerce and food delivery platforms also peaked Sunday, as India took on New Zealand at Ahmedabad’s Narendra Modi stadium.
Sales of India jerseys from brands like official sponsor Adidas grew 35% during the tournament period compared with pre-season levels, data from ecommerce platforms and retailers showed. Merchandise sales happen not only at stadiums but also during live large-scale screenings as well as at home when fans get together, executives said.
“Demand has grown 2x year-on-year compared to the previous World Cup, with the India vs Pakistan match on February 15th triggering the highest spike of the season,” Amazon Fashion India director Nikhil Sinha said. “Brands like Adidas are witnessing a 35% increase in units sold during the tournament period versus pre-season levels.”
From retail counters to online orders, the tournament has boosted business
The India vs England semi-final on March 5, which registered 65.2 million peak viewers on JioHotstar, was the most streamed live cricket event globally ever. It gathered 619 million views on the digital platform, the highest for a T20, the International Cricket Council said on its website.
“Compared to a regular Sunday, we saw a 30-35% increase in footfall and overall business (this Sunday), driven by the strong viewership that India matches tend to attract,” said Raahul Prabhu, vice-president at premium dining and bar Solaire.
Quick commerce and food delivery platforms said there has been a significant surge in consumers stocking up of impulse foods and beverages during pre-match weekends, with demand peaking on Sunday, with various brands running discounts and promotions to leverage the event.Pizza Hut ran deals of up to 60% on Swiggy, while Amazon pushed discounts of up to 50% on snacks and beverages brands.
Amazon’s Sinha said real-time shopping on Amazon Now saw purchases increase 2.5X ahead of match days, surging-up to eight times on match days.
