"Even though the entire country watches the tournament, the merchandise is not available in every city.

So, we have a new show "Reebok 20:20 Cricket Mania" on our channel where cricket lovers can buy the official team jerseys," says Sundeep Malhotra, CEO, HomeShop18, a home shopping channel.

The show, which also provides updates of the tournament, offers jerseys, caps and bags to the viewers to buy.

"The show has exclusive Reebok merchandise of the IPL teams of Chennai Super Kings, Kolkata Knight Riders, Royal Challengers Bangalore and Kings XI Punjab," adds Malhotra.

DLF, which is the official sponsor of the IPL, has set up large LED screens with relay surround sound system for an in-stadium experience for the viewers of national capital.

"We are organising the live telecast on the LED screens in the capital. The place can accommodate more than 2000 people at a time. All the eighteen matches will have cheerleaders cheering on each boundary and other important moments of the matches," says Sanjey Roy, Sr General Manager, Corporate Communications, DLF Ltd. A live band will also perform before the toss, he adds.

While keeping in mind the other aspects also, DLF has also arranged variety of food and drinks to cater the people's needs with brands like Nirulas, Yo!China, Domino's Pizza etc.

The viewers can also enjoy free parking space, says Roy.

Even on the mobile and internet, the action is hotting up among corporates.

mig33, a California based global mobile Internet community, has provided a platform where fans can chat with friends while getting live ball-by-ball match coverage for all IPL cricket games and chat live with favourite IPL players and teams that are in South Africa.

"We have facilitated chats between fans and Preity Zinta, co-owner of Kings Eleven, Punjab. Here consumers can enjoy low-cost VoIP calls, SMS and IM communications tools, and participate in mobile chat rooms, profiles, and photo sharing, all directly from their mobile phone," says Mohit Gundecha, Project Head, mig33.

Some companies are showcasing products just to cash in on the hype of the sport this summer without any direct involvement or deal.

Timex has launched 'Expedition Rugged Metal Field' watch for the IPL fans with the promotional advertisements projecting it as "the ideal watch to sport on the fields for this exciting season and bowl everyone over."

Audience measurement agencies are also coming up with new packages keeping in mind the huge TRPs IPL recorded last year.

Audience Measurement and Analytics Ltd. (aMap), TV audience measurement system, recently launched a new service package (the Overnight Ad Monitoring, campaign evaluation and

Tracking of Viewership exclusively for the IPL) for their clients.