Imagine millions of eyes glued to screens, roaring stadiums, and social media buzzing with every boundary and wicket; this is the Indian Premier League (IPL) in 2025, a branding goldmine. With record-breaking viewership on TV and digital platforms, IPL isn’t just a cricket league; it’s a marketing revolution that transforms brands into household names overnight.
Why? Because where attention goes, money follows. And in 2025, IPL owns attention. With viewership smashing records of 137 cr+ fans tuning in across TV and digital brands, don’t just get eyeballs; they get an emotional connection with an audience that lives and breathes cricket. From startups looking for explosive growth to legacy brands aiming to stay relevant, every marketer wants a piece of the IPL magic.
And the best part? It works. Brands that play the IPL game right don’t just get seen, they get remembered, loved, and talked about for years.
So, how exactly does IPL turn brands into superstars in 2025? Let’s break it down.
The Viewership Goldmine – Understanding IPL’s Unparalleled Reach
Advertising and Social Media – The Ultimate Marketing Gimmick
Sponsorships and Revenue Boom
Jio’s Hybrid Streaming Model – A Game Changer
How is IPL 2025 affecting player sponsorships and endorsements?
Beyond the Field: Brand Collaborations and Engagement
IPL-Themed Promotions – When Cricket Meets Commerce
Increased Investment from Foreign Brands
Sponsorships That Steal the Show
The Viewership Goldmine – Understanding IPL’s Unparalleled Reach
A Multi-Screen Entertainment Juggernaut
With JioHotstar, and YouTube streaming matches in 4K with near-zero latency, IPL has transformed into a 360-degree entertainment experience. Fans no longer just watch, but they engage, react, and share in real-time, turning every match into a nationwide trending event.
- Peak concurrency crosses 35 million+ during high-stakes matches
- Average watch time exceeds 100 minutes per user, which is far higher than OTT originals
- Second-screen engagement skyrockets, with 1.5X more social media mentions than other sports
Brands Are Creating Emotional Connections
IPL isn’t just about reach, but it’s also about resonance. The tournament’s electrifying moments include last-ball thrillers, viral celebrations, and meme-worthy commentary that creates perfect branding opportunities where ads don’t feel like interruptions, but part of the excitement.
Example: Dream11 leveraged IPL’s title sponsorship to become synonymous with fantasy sports, achieving 90% brand recall among cricket fans.
Dream 11 IPL Advertisement
Digital Viewership – The Streaming Revolution Continues
JioHotstar, the official digital streaming partner for IPL 2025, has reported unprecedented numbers within the first few matches of the tournament:
- 40% growth in digital viewership compared to IPL 2024’s opening weekend.
- 137 crore views were recorded in just the first few matches.
- Peak concurrency hit 3.4 crore viewers, making it one of the most-watched digital sports events ever.
- Total watch time of 2,186 crore minutes, an all-time high for IPL streaming.
The rise in Connected TV (CTV) consumption has also played a crucial role in digital expansion. There was a 54% rise in CTV viewership, indicating a shift in audience behavior toward larger screens for a more immersive experience.
With JioHotstar introducing 4K streaming, multi-angle viewing, AI-driven match insights, and regional language commentary in over 12 languages, digital engagement is expected to set new records.
Television Remains a Powerhouse
Despite the rapid rise of digital platforms, traditional television remains a stronghold for IPL viewership. Star Sports, the official broadcaster, has seen a 22% increase in viewership compared to IPL 2024.
- 25.3 crore TV viewers tuned in during the opening weekend.
- 2,770 crore minutes of watch time generated, demonstrating the IPL’s immense reach.
- 39% growth in average Television Rating (TVR) for the first three matches compared to last season.
Television remains dominant in rural and semi-urban India, where communal viewing families watch together and screenings at public venues continue to thrive.
Advertising and Social Media – The Ultimate Marketing Gimmick
IPL Advertisements
With the tournament’s ever-growing viewership, brands invest heavily in IPL 2025 advertising. The total projected ad spend across television, digital, and social media is estimated to exceed INR 6,000-7,000 crore.
- INR 850 crore is expected to be spent on social media advertising alone, capitalizing on IPL’s massive online engagement.
- Influencer collaborations are a key strategy, with 315,000 cricket-related posts generating 3.2 billion engagements during IPL 2024, and are expected to increase significantly this year.
- A major FMCG brand’s ‘Hashtag Stamina Cup’ campaign has already reached 350 million views with a 14% engagement rate, demonstrating the power of IPL-themed digital marketing.
Sponsorships and Revenue Boom
JioStar, the joint entity handling IPL’s television and digital broadcasts, has taken a strategic approach to ensure widespread engagement.
- Target: One billion viewers across TV and digital platforms.
- 32 sponsors are already on board, making IPL 2025 one of the most lucrative seasons ever.
- Projected INR 4,500 crore in advertising revenue, fueled by high demand for premium ad slots.
Vivek Dev Jacob
Jio’s Hybrid Streaming Model – A Game Changer
Reliance Jio has introduced a hybrid monetization model for IPL streaming. While users on INR 299+ prepaid plans continue to enjoy free IPL access, Jio has implemented subscription-based access beyond a certain watch time limit. This strategy is designed to balance user acquisition with revenue generation, ensuring sustainable digital streaming growth.
How is IPL 2025 affecting player sponsorships and endorsements?
The Indian Premier League (IPL) 2025 has significantly influenced player sponsorships and endorsements, reflecting the league’s expanding commercial appeal.
Increased Player Endorsements
- High-Profile Signings: The IPL 2025 auction witnessed record-breaking bids, underscoring the league’s financial growth. Notably, Rishabh Pant was acquired by Lucknow Super Giants for INR 27 crore, making him the most expensive player in IPL history. Such substantial investments enhance players’ marketability, attracting premium endorsement deals.
- Rising International Interest: Australian cricketer Mitch Owen’s exceptional performance in the Big Bash League has garnered attention from IPL franchises, positioning him for lucrative sponsorship opportunities. His anticipated involvement in the IPL is expected to elevate his global profile, making him more appealing to brands seeking international ambassadors.
Rishi Mundra
Franchise Sponsorship Growth
- Team Revenue Surge: Franchise sponsorship revenues in IPL 2025 are projected to increase by approximately 15–20% compared to the previous season. This growth indicates a robust commercial environment that benefits both teams and players through enhanced financial opportunities.
- Diverse Brand Partnerships: Teams have secured sponsorships across various sectors. For example, Punjab Kings reported a 25% growth in sponsorship revenue, with new partners including Spinner, Kingfisher, Freemans Measuring Tools, and Kshema General Insurance. Such collaborations not only boost team revenues but also elevate player visibility, leading to potential individual endorsements.
Strategic Brand Engagements
- Integrated Marketing Approaches: Brands are shifting from traditional visibility to more integrated marketing strategies within the IPL ecosystem. The competition in the beverage sector exemplifies this trend, with companies like Campa Cola securing significant sponsorship deals to enhance brand presence.
These strategic partnerships often involve players as brand ambassadors, further intertwining player endorsements with corporate marketing objectives.
In summary, IPL 2025 has fostered a dynamic environment where player sponsorships and endorsements are thriving. The league’s financial growth, coupled with strategic brand engagements, continues to elevate players’ marketability, resulting in mutually beneficial partnerships between cricketers and corporate entities.
Pratiksha Bajikar
Beyond the Field: Brand Collaborations and Engagement
Exclusive Behind-the-Scenes Content: Bringing Fans Closer to the Action
Streaming platforms have tapped into the demand for intimate, off-the-field content, giving fans an inside look into their favorite teams and players. For instance, Kolkata Knight Riders (KKR) launched “KKR Unfiltered,” a docuseries providing fans with unprecedented access to practice sessions, pre-match strategies, and candid locker-room moments.
This initiative mirrors the success of sports documentaries like Formula 1’s Drive to Survive, offering a deeper connection to the sport beyond match highlights.
KKR Unfiltered
Influencer Partnerships – The New Face of Cricket Marketing
Influencers and digital creators have become key players in IPL’s marketing ecosystem. Teams like Royal Challengers Bangalore, Rajasthan Royals, and Lucknow Super Giants have collaborated with popular social media personalities such as Danish Sait, Shubham Gaur, and Taran Singh to create humorous, relatable, and interactive content that keeps fans engaged.
These collaborations often include live match reactions, comedic skits, and exclusive player interactions, making social media a parallel entertainment stream alongside the matches themselves.
Brands have also recognized the power of influencer marketing during IPL. Beverage giants and sportswear brands have enlisted cricketers and digital creators to promote their products through viral trends, challenges, and giveaways, leveraging the tournament’s massive online reach.
Royal Challengers Bangalore collaboration with Danish Sait
Gamification and Interactive Campaigns – Making Every Fan a Player
One of the most exciting brand engagement strategies during IPL 2025 has been gamification. Brands are turning IPL viewing into an interactive experience by allowing fans to predict match outcomes, participate in trivia, and win prizes.
Zepto’s “Superover Campaign” is a prime example. This campaign integrates live match action with user participation, allowing fans to make predictions about the next over or match result and win discounts, merchandise, or exclusive experiences. The interactive format has led to increased app engagement and created a deeper connection between consumers and the IPL experience.
Zepto’s Superover Campaign
IPL-Themed Promotions – When Cricket Meets Commerce
IPL fever doesn’t just stay confined to stadiums and screens—it extends to brands across multiple industries. Food delivery apps, restaurants, bars, and e-commerce platforms have all launched exclusive IPL-themed promotions to capitalize on the cricket frenzy.
- Food delivery giants like Zomato and Swiggy have introduced special IPL combos, offering discounts during match hours.
- E-commerce platforms like Amazon and Flipkart are running “IPL Flash Sales” with cricket-themed merchandise, mobile deals, and home entertainment offers.
- Malls and sports bars across major cities have set up live screening events, offering discounts on drinks and exclusive giveaways for patrons dressed in IPL jerseys.
Additionally, travel brands have jumped in on the action. Airlines and travel companies are offering match-day travel discounts for fans flying to cities hosting IPL matches, along with hotel tie-ups for premium game-day experiences.
Increased Investment from Foreign Brands
The IPL’s growing international prominence has attracted substantial investments from foreign brands and investors:
- Team Ownership Stakes: Investors from around the world have acquired stakes in IPL franchises, reflecting the league’s global appeal. For example, four IPL team owners have invested in The Hundred teams in England, indicating cross-border interest in cricket franchises.
- Sponsorship Deals: The IPL 2025 has secured sponsorships from various multinational companies aiming to tap into the league’s vast viewership. Notably, the beverage sector has seen intensified competition, with companies like Campa Cola securing significant sponsorship deals.
Sponsorships That Steal the Show
Major brands compete fiercely to associate themselves with IPL teams and events. Dream11, Jio, and Swiggy Instamart are prime examples of brands that have gained massive exposure by being key sponsors. Dream11, the fantasy sports platform, saw a 60% surge in user engagement after becoming the title sponsor. By leveraging the massive reach of IPL, these brands cement their place in consumers’ minds.
One of the biggest success stories is Vivo, which became the IPL title sponsor in 2016 and again in 2018. The Chinese smartphone brand used IPL as a springboard to dominate the Indian smartphone market. By leveraging extensive TV ads, team sponsorships, and exclusive in-game promotions, Vivo saw a strong increase in sales and brand recall, making it a household name in India.
Similarly, Pepsi, as the title sponsor in 2013, solidified its connection with Indian youth by integrating engaging digital campaigns and high-energy commercials, reinforcing its position as a trendy, youthful brand.
Another notable example is Cred, which leveraged IPL to revolutionize its brand identity. By creating humorous and quirky ad campaigns featuring former cricketing legends, Cred turned heads and became one of the most talked-about brands during IPL seasons. This innovative approach resulted in a surge in app downloads and consumer engagement, proving that IPL provides the perfect platform for brands to make a lasting impact.
Conclusion
IPL has been a record-breaking year in 2025, with record viewership, hyper-engaged fans, and innovative digital strategies, and it has established itself as the premier stage for brands to shine.
From Dream11’s fantasy sports dominance to Cred’s viral wit, from Vivo’s market takeover to Pepsi’s youth appeal, IPL sponsorships don’t just offer visibility but they also create legacies. As we look ahead, one prediction seems certain: the brands that will dominate tomorrow are those smart enough to invest in IPL today. Because in this high-octane marketing derby, you either play to win or get left in the pavilion.
FAQs
Which brands sponsored IPL 2025?
For IPL 2025, major sponsors include Tata, My11Circle, Angel One, RuPay, and brands like Dream11, Jio.
Which IPL team has most fans in India?
The Mumbai Indians (MI) are widely considered to have the most fans in India. Their large fan base is attributed to the team’s consistent success in the IPL, with multiple championship wins, as well as their strong presence in major cities across the country.
