Madison Turnt executes end-to-end experiential delivery for IPL auction 2026

Madison Turnt, the experiential marketing arm of Madison World, delivered the end-to-end execution of the IPL Auction 2026 at the Etihad Arena in Abu Dhabi on 26 December 2025. The assignment further strengthened the agency’s presence in sports-led experiential marketing, particularly within high-profile global sporting properties.

The IPL Auction is regarded as one of the most closely watched events in the cricket calendar, drawing attention from franchises, broadcasters, sponsors and fans worldwide. Madison Turnt was responsible for managing the complete experiential scope of the event, covering creative design, venue transformation, on-ground operations and technical management. The mandate required close coordination across multiple stakeholders to ensure smooth alignment between the live event environment and broadcast requirements.

Operating within a high-pressure and time-sensitive environment, the team delivered a premium experience designed to meet international broadcast standards. The execution focused on precision, operational efficiency and consistency across the physical venue, live show flow and televised output. The Etihad Arena was transformed to support the scale and stature of the IPL Auction, balancing functionality with visual impact.

The assignment built on Madison Turnt’s growing portfolio in sports and fan engagement. Over recent years, the agency has been expanding its footprint across large-format sports platforms, working on properties that range from fan-centric engagement initiatives to mass participation events. The IPL Auction 2026 represented a step up in complexity, given its global visibility, commercial significance and live broadcast intensity.

Ajit Varghese, partner and group ceo, Madison Media Group and Hiveminds, said, “Sports is where culture, communities and brands converge at scale and that requires a very different experiential capability. From fan engagement formats to global properties like the IPL Auction 2026, Madison Turnt is building strong momentum in sports-led experiences. This execution reinforces our ability to deliver high-visibility properties with speed, precision and world-class standards.”

The agency’s previous sports-related assignments include fan-first engagement platforms such as IPL Fan Parks, as well as mass participation properties like the HCL Cyclothon held in Chennai and Hyderabad. These projects have allowed Madison Turnt to develop operational depth across varied formats, from public engagement environments to tightly controlled, broadcast-driven events.

The successful delivery of the IPL Auction 2026 is positioned as a milestone in Madison Turnt’s sports journey, bringing together scale, premium production values and coordinated execution. The project required synchronisation across venue partners, technical teams, broadcast stakeholders and event organisers, reinforcing the agency’s capability to manage complex, multi-layered assignments.

Madison Turnt operates alongside Anugrah Madison as part of Madison World, India’s largest homegrown communication agency. Established in 1988, Madison World has built a diversified portfolio across media, experiential and outdoor advertising. Its out-of-home businesses include Platinum Outdoor, MOMS and retail specialist MRP.

In the previous year, Madison World served approximately 500 advertisers through its 11 operating units. The group’s continued involvement in marquee properties such as the IPL Auction reflects its broader focus on scaling integrated communication and experiential offerings across domestic and international platforms.