Snapchat Courts Gen Z Cricket Fans with ‘Cricket in a Snap’ Advertising Suite

Snapchat is aggressively targeting the burgeoning Gen Z cricket audience in India with the launch of ‘Cricket in a Snap,’ a fresh advertising offering designed to capitalize on the massive engagement surrounding the Indian Premier League (IPL). The platform, boasting over 250 million users in India, aims to become the central hub for real-time cricket conversations and brand interactions among young fans.

The Rise of Digital Cricket Consumption

The shift in how fans consume cricket is a key driver behind Snapchat’s strategy. Recent data indicates a significant move away from traditional television viewership towards digital platforms. In 2025, digital platforms surpassed television in viewership for the first time, attracting 652 million viewers compared to 537 million on TV [Social Samosa]. The tournament reached over one billion viewers across both mediums, highlighting the fragmented media landscape where fans are simultaneously watching matches and engaging on their phones.

‘Cricket in a Snap’: A Suite of Advertising Tools

Snapchat’s ‘Cricket in a Snap’ suite provides brands with a range of tools to connect with fans during live matches and throughout the tournament. These include:

• Live Sports API: Immersive AR experiences powered by live game data, delivering real-time score updates within branded Lenses.
• AR Fan Zones: Curated AR experiences, such as virtual locker room and practice sessions, offering fans interactive engagement.
• Surface Tracking: Branded Lenses anchored to the field or arena surface, providing an immersive experience for on-site fans.
• AR Bar Branded Lens: Allows brands to feature exclusive branded Lenses when users search for trending cricket-related AR experiences.
• Post Capture Sticker: Enables Snapchatters to add branded stickers or frames to their images, allowing brands to connect with fans during celebratory moments.
• Brands x Snap Stars: Partnerships with popular Snapchat creators (Snap Stars) to generate hashtag-driven content and organic engagement.

Leveraging Gen Z’s Dominance

Snapchat’s focus on Gen Z is central to its strategy. The platform reports that 85% of Gen Z in India follow the IPL [Snap Newsroom] and nearly three in four Snapchatters tune into sports multiple times a week [Fortune India]. This demographic represents a significant economic force, driving $860 billion in collective consumer spending.

Snapchat as the “Banter Layer”

Snapchat aims to position itself as the platform for real-time fan conversations and reactions, rather than simply another content feed. Yagnesh Ravi, Ad Solutions Lead at Snap Inc., describes Snapchat as “the place where real-time chatter around cricket happens” [Social Samosa], emphasizing the platform’s role in amplifying the social aspect of sports viewing. The platform sees itself as the “banter layer” of IPL advertising, where fans share unfiltered reactions and engage in peer-to-peer conversations.

Beyond the Broadcast: Real-Time Engagement

Snapchat’s data reveals that over 90% of its users second-screen during matches, using their phones to share reactions and engage with friends. This behavior extends beyond casual fans, with the platform becoming an unofficial “locker room” where athletes engage in viral banter [Snap Newsroom]. Snapchat is capitalizing on this trend through Spotlight Challenges and AR experiences, encouraging fans to participate and create content.

Spotlight Challenges and AR Integration

Snapchat is launching several initiatives to drive fan engagement, including:

• #Paltan2026: A challenge inviting fans to showcase their support for the Mumbai Indians.
• #Yellove: A challenge encouraging fans to share their experiences as part of the Chennai Super Kings community.
• Interactive AR Lenses: AR experiences such as Face-Painted Team Kits and Interactive 3D Stadium Lenses.

Content Partnerships

Snapchat is collaborating with official team content from Mumbai Indians, Gujarat Titans, Chennai Super Kings, Punjab Kings, and Delhi Capitals, as well as player perspectives, expert analysis from JioStar and Sportsyaari, and other sports publishers [Snap Newsroom].