IPL franchises are evolving beyond seasonal cricket teams, aiming for year-round engagement through licensing, merchandising, and original content. Teams are focusing on active fan participation, loyalty programs, and digital-first approaches to attract younger audiences. This shift is driven by rising franchise valuations, robust media rights, and evolving sponsorship models, transforming IPL into a media-tech-sport hybrid.
Vaibhav Suryavanshi, a 14-year-old, recently smashed a record-breaking 35-ball century in the IPL, becoming the youngest to achieve this feat in T20 history. So, one thing is for sure – Vaibhav Suryavanshi has become a teen sensation. A cricket prodigy. But this meteoric rise has drawn comparisons to past prodigies like Vinod Kambli and Prithvi Shaw, raising concerns about whether early fame might hinder his promising career.
Despite an economic slowdown and entertainment fatigue, the Indian Premier League (IPL), 18 years after its debut, is smashing historic records. With a little under a month to go, the 2025 season is already the IPL’s biggest, shattering records for ad spends, viewership and subscribers. We analyse the scorecard for cricket’s marquee tournament, its revenue strike rate and the deceptively simple formula fuelling its success.
Despite health ministry directives against tobacco and alcohol advertising, surrogate ads for pan masala brands, particularly cardamom-flavored mouth fresheners, have become the most advertised category on television during the ongoing IPL season, capturing 13% of ad volume. This surge in surrogate advertising raises concerns about contradictory messaging regarding health and fitness, prompting potential further action from government officials.
JSW Paints has launched 'Rangon Ka Khel 2.0' for IPL 2025, a campaign celebrating cricket's vibrant spirit. Featuring Sunil Gavaskar and Mithali Raj, the anthem 'Rangon Ka Khel Hai' unites communities in repainting neighborhoods with IPL team colors. The initiative reflects JSW Paints' commitment to connecting with fans and transforming spaces beautifully, embodying joy and togetherness through cricket and color.
Poker and cricket both thrive on competition and skill. Building on this association, PokerBaazi launched its campaign on JioHotstar for Tata IPL this year, expanding the category and strengthening brand recall. In an episode of JioHotstar Brand Spotlight, PokerBaazi’s Varun Ganjoo discusses the consumer insights that shaped the brand campaign, expands on the association with Shahid Kapoor and cricket, and more.
The eDART-IPL25 study by CrispInsight and Kadence International reveals that high ad spends do not always lead to strong brand recall. Fantasy sports and tyre brands see high recall among IPL viewers, while sport and fitness brands struggle. The study suggests exploring non-traditional advertising approaches, such as team sponsorships and stadium branding, for better effectiveness.
Businesses like Dream11, Shalimar Paints, Puma, and Furlenco are harnessing IPL excitement by organizing match screenings, offering tickets, and creating themed events. Such initiatives enhance employee engagement and motivation, while also fostering team spirit, making IPL more than just cricket for many employees.
KKR has gained the largest fanbase after stellar performance in last IPL, surpassing CSK. Virat Kohli emerges as the top player, ahead of MS Dhoni. Advertisements from fantasy games and pan masala brands see high recall, influenced by advertising spend and live broadcast presence. The study by Kadence and Crisp Insights noted that the bottom 25 percentage of viewers recalled only one brand participating in the IPL.
Challenging gender stereotypes and redefining FMCG marketing, Joy Personal Care strengthens its long-standing association with the Indian Premier League to engage its mass audience. In an episode of JioStar Brand Spotlight, Poulomi Roy, CMO of RSH Global, discusses the brand's objectives, as a broadcast partner on Tata IPL 2025 media strategy, and the impact of its continued partnership with the sporting event.
In 2024, India's sports sponsorship industry grew by 6% to '16,633 crore. Cricket led with an 85% market share, despite a slight decline. Digital media spending surged by 25%, while ground sponsorship dipped. The IPL's media rights and franchise valuations saw significant growth. The Olympic buzz and non-cricket sports are contributing to a dynamic shift in the industry.
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