When a company like Canva turns its attention to India, the expectations are naturally huge. This isn’t just another market for the design platform; it’s their largest community outside of Australia and also one of the most competitive spaces where brand visibility can make or break growth.
Canva was in talks to sponsor Indian cricket in 2025. It could have been the perfect move, after all, cricket in India isn’t just a sport, it’s a culture, for a brand looking to win mass recognition. Yet, the deal never materialized.
On the surface, it may look like a missed branding opportunity. But for marketers and entrepreneurs, this story is far more insightful. Additionally, it highlights the challenges MNC companies go through when trying to localize in India, and why the right cultural entry points matter. So, what does Canva’s near-miss reveal about its India play? Let’s discuss in detail in this article.
Why Cricket Sponsorship is a Goldmine for Brands?
Cricket in India is a shared national passion that cuts across age, geography, and language. With a population of over 1.4 billion, the game commands one of the largest fan bases in the world, making it an unparalleled platform for brands.
The Indian Premier League (IPL) consistently delivers record-breaking television ratings and streaming numbers. The 2023 ODI World Cup final between India and Australia highlighted just how powerful cricket’s reach has become. The match was watched by approximately 300 million viewers on television in India, with a peak concurrency of 130 million viewers, the highest ever recorded for a cricket match. In terms of total viewing time, the IPL 2025 final amassed 15 billion minutes, surpassing the 14.2 billion minutes watched during the India vs South Africa T20 World Cup 2024 final.
The Indian Premier League (IPL) remains a significant platform for advertisers. The final match between Royal Challengers Bengaluru (RCB) and Punjab Kings attracted 169 million TV viewers in India, surpassing the previous high of 166 million viewers recorded during the India vs. Pakistan clash in the 2021 T20 World Cup. The opening weekend of IPL 2025 attracted over 253 million viewers and logged 27.7 billion minutes of watch time.
For brands, cricket sponsorship is not just about visibility. Jersey logos, stadium branding, and digital campaigns around cricket build an emotional association with fans. Consumers subconsciously trust and favor brands that are linked with Team India, turning sponsorship into a powerful trust-building and long-term equity strategy.
Why Team India Needed a New Jersey Sponsor?
The search for a fresh sponsor began after Dream11 stepped down from the role. The government’s Promotion and Regulation of Online Gaming Act had a direct impact on the company’s operations, leaving it unable to continue its association with Team India.
To prevent such conflicts in the future, the BCCI set strict eligibility rules in its tender documents. Brands linked to betting, crypto, online gaming, or tobacco products were barred from bidding. This opened the door for a diverse pool of established companies from various industries, ensuring more stability and credibility for one of the most high-profile sponsorships in the country.
Canva’s Global Rise with India at the Core
Since its launch in 2013, Canva has evolved into a global design powerhouse, boasting over 230 million users across 190 countries, a valuation of $40 billion+, and an annual recurring revenue of more than $3 billion.
Unlike traditional design software, Canva thrives on its simplicity. It empowers non-professionals, from students to small businesses, to create presentations, social media graphics, brochures, flyers, and even merchandise with ease.
During his visit to India earlier this year, Cameron Adams, Canva’s co-founder and Chief Product Officer, emphasized just how important the country has become for the company:
- India is already Canva’s fourth-largest market by active users.
- It could become Canva’s largest market within the next five years. The company will continue investing in localized tools and cultural relevance to deepen its presence.
Shalini Rath
IPO Ambitions and Strategic Implications
Canva’s IPO preparations are closely watched in the tech and investment community. The success of Figma’s IPO has set a precedent for design software companies, potentially influencing Canva’s timing. With a valuation of $42 billion and over 240 million monthly active users, Canva is positioning itself as a strong contender in the public market, a move that could further strengthen its India strategy and brand credibility.
Building for Bharat: Canva’s Local Playbook
To strengthen its foothold in India, Canva has rolled out a series of initiatives tailored for local audiences:
- A dedicated Hindi website to make the design more accessible in smaller towns and cities.
- Flexible subscription plans, such as daily and weekly options, cater to India’s price-sensitive market.
- Partnerships with schools, colleges, and government bodies to introduce Canva to students at an early stage.
- AI-powered design features to help small and medium businesses scale their marketing efforts.
Adams also noted that 73% of Indian business leaders report improved performance through AI-driven communication, reinforcing Canva’s belief in AI’s role in shaping India’s business ecosystem.
Sakshi Jadhav
Why Canva Entered the Cricket Arena?
During his first visit to India earlier this year, Cameron Adams, Canva’s co-founder and chief product officer, highlighted India’s growing importance for the company. He revealed that India is already Canva’s fourth-largest market by active user base and has the potential to become its biggest market within the next five years.
To strengthen this growth, Canva is focusing on localised products designed to fit India’s cultural context. A clear example of this is the launch of a dedicated Hindi version of its website, aimed at reaching users in smaller towns and cities.
In this context, bidding for the Indian cricket team’s jersey sponsorship makes perfect sense. Cricket is more than a sport in India; it’s a cultural phenomenon. Associating with it could have amplified Canva’s brand recognition and deepened its user base.
Reflecting this strategy, Canva wrote in its India outlook blog for 2025: “We’re deepening our commitment to this thriving market by building locally tailored tools and experiences that meet the unique needs of Indian users.”
Apollo Tyres Bags Team India Sponsorship, Canva a Close Contender
The bidding process, held on September 16, 2025, drew attention from several major players. Ultimately, Apollo Tyres emerged victorious, securing the sponsorship rights until 2027. The tyre giant agreed to pay INR 4.5 crore per game, higher than the INR 4 crore per game Dream11 had been paying. With 130 fixtures lined up during this period, the deal is worth a massive INR 579 crore.
Canva, however, wasn’t far behind. The Australian unicorn placed a bold bid of INR 554.48 crore (INR 4.28 crore per game), making it the second-highest bidder. While it narrowly missed out, Canva’s strong presence in the race surprised many and sent a clear signal of its long-term commitment to India.
Conclusion
Canva may not be the first brand that comes to mind for sports sponsorship, but in India, cricket is a phenomenon that exceeds the boundaries of sport. Aligning with the Indian team would have given Canva unmatched exposure and a direct connection with millions of passionate fans nationwide.
Even though Canva narrowly missed out on the top spot, its bold bid speaks volumes about its commitment to India. It’s a clear signal that the company isn’t just here to serve users; it wants to become a familiar name in every Indian household, just as it has in design communities worldwide.
Vivek Dev Jacob
FAQs
Did Canva win the Team India jersey sponsorship rights in 2025?
No, Canva narrowly missed the deal. Apollo Tyres won the sponsorship rights until 2027 by bidding INR 4.5 crore per game, while Canva came second with a bid of INR 4.28 crore per game.
How much did Canva bid for the Indian cricket team sponsorship?
Canva placed a bold bid of INR 554.48 crore (about INR 4.28 crore per game) for the Team India jersey sponsorship but lost by a slim margin to Apollo Tyres.
Who was the previous sponsor of the Indian cricket team before Apollo Tyres?
The sponsorship was previously held by Dream11, but they stepped down due to regulatory challenges after the Indian government introduced the Promotion and Regulation of Online Gaming Act.