“A STUDY ON UNDERSTANDING AWARENESS AND INFLUENCE ON IPL AMONG PRESENT GEN Z IN TUMKUR CITY”

The Indian Premier League (IPL) has transcended the boundaries of traditional sport to become an important cultural & commercial occurrence. This research examines the multifaceted relationship between Generation Z & the IPL, concentrating particularly on their levels of awareness & the leagues recommends on their behavioural & consumption patterns. Using a quantitative survey methodology, information was gathered from different cohort of Gen Z respondents to measure their exposure to IPL related media, their engagement with digital platforms, & the consequent impact on their buying decisions & lifestyle preferences. The findings reveal that Gen Z demonstrates a high degree of digital-centric awareness, driven mainly by social media, short-form video content, & fantasy sports implementations rather than conventional television broadcasts. Furthermore, the study recognizes a substantial influence of the IPL on brand recall & purchase intent, specifically within the fashion, food & beverage, & tech sectors. However, the analysis also uncovers a detailed trend wherein this generation views the IPL as a form of interactive entertainment rather than pure athletic competition. The study concludes by offering strategic insights for marketers, broadcasters, & franchise owners targeting to effectively engage this dynamic demographic segment, emphasizing the need for authentic, immersive, & digitally-native marketing strategies.