Cricket lovers across the globe are anticipating the start of the Indian Premier League (IPL) T20 tournament, kicking off on April 18, with the final match being played on May 25. With just under three weeks to create unforgettable activation elements, Maverick Experience Exhilarator had the daunting task of honing many tried and trusted ‘sportainment’ activities to perfection.

“The last three weeks have been intense,” says Maverick’s creative director Andrew Ross. “The IPL T20 tournament is four times the size of the inaugural ICC World T20 in 2007, quite a challenge, but we’ve stepped up to the plate and proved that South Africa is up to the challenge.” In India alone, one billion viewers will be tuning in to watch the action, and here at home, the excitement is mounting at a steady pace.

“We are extremely flexible as a nation and as a company, and we’re confident the IPL will be greatly impressed with the results.”

The eventing company had just two days to finalise a combination of unique tried and tested creative elements for the IPL. “The fast paced Pro 20 format has been honed to perfection and while the IPL tournament will have a partly Indian flavour, it will be proudly South African,” says Andrew. Cheerleaders have been cast. “We needed eight sets of cheerleaders around the country, choreographed by South Africa’s top talent,” he says. “Casting, choreographing and rehearsing is just one element of the total picture. “

“Sportainment”, as Maverick have christened the sporting experience, is embodied through the entire IPL experience. Replay screen graphics, cheerleaders, pyrotechnics, DJ’s and large atmospheric LED screens are all aimed at creating hype for this amazing display of cricket from an unrivalled collection of the worlds top talent.

Eight teams will be playing for the coveted title of IPL T20 Champions. “It’s a ground breaking format,” says Andrew . “Each team is made up of a mixture of players from teams around the world. It’s one of the only times when South African, Australian, England, India, Bangladesh etc players work together towards a common goal. It’s not to be missed.”

“With the correct balance of focussed and strategic “Sportainment” promising to deliver a truly unforgettable stadium experience, the IPL is going to be a tournament South Africans will be talking about for a long time to come,” concludes Andrew.