Is the IPL the world’s most underrated sponsorship opportunity?
Opinion: Vipul Londhe, Luscid.
"The IPL isn’t just cricket — it’s culture. Now 18 seasons in, India’s biggest sporting event has gone global. What began as a regional phenomenon is evolving into one of the world’s most powerful commercial sports leagues, with growing international viewership and sustained brand interest. Smart marketers are recognising the long-term value, the IPL is no longer just India’s game, it's as a global platform for brand building.
A branding powerhouse
From the start, branding has been at the heart of IPL. Remember when even catches or boundaries came with sponsor shoutouts? Over time, these sponsorships have evolved into sophisticated multi-channel campaigns. The sheer visibility IPL offers, with a global audience of over 650 million, has attracted not only domestic but also international brands, eager to capitalise on its immense reach.
And the numbers speak volumes. In 2022, IPL's media rights were sold for $6.2 billion for the 2023–2027 cycle, higher per match than the English Premier League. The rise in sponsorship value has been equally meteoric. In 2008, DLF bagged the title sponsorship for just $7.5 million a year. Fast forward to today, Tata Group is paying $60.2 million annually, underscoring how far the league has come.
IPL sponsorship activation trends
The 2025 season has ushered in a new wave of sponsorship trends. Leading the charge are brands from fintech, banking, FMCG, insurance, fantasy gaming, and consumer electronics. Heavyweights like SBI, Dream11, Coca-Cola, Acko and Reliance Jio aren’t just partnering with one team they’re backing multiple franchises to amplify their presence.
Some, like BKT Tires, Spinner, and Jio, are now almost omnipresent on team jerseys across the league. But it’s not just about logo placement anymore. Brands are upping their game with interactive, immersive fan experiences:
- Gujarat Titans teamed up with The Pokémon Company, bringing Pikachu to match days.
- Adidas Perfumes, Kingfisher, and Real Cricket are leveraging influencer tie-ups and fan contests.
- Fujifilm Instax and Dream Game Studios are integrating AR features and mobile gaming to engage fans beyond the stadium.
In a sea of over 100 advertisers during IPL 2024, only a few truly stood out. Dream11 led the pack with an impressive 81% brand recall, proving that clever, well-placed sponsorships trump brute-force advertising. Dream11 prioritised digital activations and influencer marketing by signing Bollywood stars and Indian cricket team players who resonate with the audience. This approach brings a fresh wave of engagement beyond traditional ad spend. The fantasy gaming brand primarily aims to spark conversations and drive community engagement through its campaigns.
In contrast, brands like Luminous, an inverter and solar solutions company, focused on targeted engagement rather than mass advertising. They employed a multi-faceted strategy, ranging from retail activation programs involving dealers, consumers, and distributors, to digital engagement during key match moments. This helped reinforce the brand’s image as stylish, fun, tech-driven, and premium, especially during the IPL.
On the other hand, brands like Vimal and Parle, despite investing heavily in TV spots with high GRPs, struggled to make a lasting impact, which highlights a shift toward impact-driven marketing. Their lack of a robust non-FCT (non-commercial time) visibility strategy, such as stadium branding, jersey sponsorships, and logo placements, limited brand recall compared to their ad spend.
IPL Sponsorship: A multi-platform marketing machine
Massive Reach, Instant Visibility
- IPL 2024 drew 650M+ viewers across JioCinema, Star Sports, and Hotstar, making it not only the most-watched event in India but one of the most-watched sporting events in the world.
Emotional Fan Connection
- In India, where cricket is practically a religion and globally holds significant recognition, brands that align with the IPL enjoy up to 3x higher recall compared to regular ads.
Diverse Marketing Touchpoints
- From jersey branding and stadium activations to brand ambassador campaigns, the IPL offers a goldmine of ways to connect with the fans and exemplified by CRED’s humorous, celebrity-driven campaigns that serve as a case study in going viral.
The Second-Screen Advantage
- With the tournament season driving over a 300% surge in search traffic and social buzz, Tata Neu capitalised on the momentum through contests and exclusive app deals that extended engagement well beyond traditional TV spots.
Audience snapshot: Who’s watching the IPL?
According to Luscid data, the IPL’s audience is young, professional, and highly tech-savvy.
34% of IPL viewers fall within the 16–24 age group, while 31.1% are aged 25–34. Together, these two demographics make up the majority of the tournament’s audience across both linear TV and OTT platforms.
Professionally, IPL fans span every level of seniority. 12.1% work as junior managers, 8.4% are in C-suite roles, and 7.8% hold director-level positions, with the remainder spread across entry-level, mid-senior management, and other roles.
Cricket remains a male-dominated sport — and the IPL reflects this — with 66.9% of fans identifying as male.
This audience isn’t just broad; it’s highly engaged. IPL fans are driven by their passions and interests when making purchase decisions, making them an ideal target for emotionally resonant, story-led brand campaigns.
Top product categories of interest include:
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Smart Devices: Laptops, TVs, headphones, smartwatches
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Home Products: Air purifiers, coffee machines, furniture
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Lifestyle: Tickets, grooming tools, jewellery, travel money services
Final over: Global reach, local impact, measurable ROI
With viewership spanning nearly all test-playing nations (Australia, South Africa, England, New Zealand, etc.) as well as non-test-playing countries (Ireland, Netherlands, USA and UAE), the IPL offers global reach, strong emotional resonance, and cutting-edge digital touchpoints. When paired with compelling storytelling, brand partnerships within the IPL can deliver measurable ROI on a global scale."
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