The Indian Premier League (IPL) returns for its highly anticipated 18th season from March 22 to May 25, 2025. With ten teams competing across 13 venues, IPL 2025 promises intense cricket action, with defending champions Kolkata Knight Riders gearing up to defend their title. The opening match and the grand finale are set for Eden Gardens, Kolkata.
To understand brand advertising goals for IPL 2025, we recently conducted a survey among our audience. Here’s a quick summary of the survey results, highlighting the preferred IPL ad types among respondents:
- On-ground Advertising (stadium branding, in-venue activations) emerged as the most popular option, reflecting brands’ strong desire to engage directly with fans at the venues.
- Influencer Marketing and Partnerships were also favored significantly, driven by authentic interactions and credibility.
- Co-sponsorship Opportunities attracted notable interest, allowing brands to associate closely with teams or the tournament itself.
- Digital and TV Advertising (broadcasting and streaming) remained consistently popular, demonstrating the growing significance of digital channels alongside traditional media.
- Merchandising and Licensing showed emerging interest, particularly for brands aiming for tangible consumer engagement.
With these insights in mind, let’s delve deeper into each advertising and sponsorship opportunity available in IPL 2025:
IPL 2025 Sponsorship and Advertising Opportunities
The IPL provides unmatched visibility and engagement through diverse advertising avenues. Let’s explore each in detail:
On-ground Advertising (Stadium Branding & In-venue Activations)
Stadium branding ensures direct visibility to stadium-goers and millions watching broadcasts globally through:
- Perimeter LED Boards: High-impact digital boards visible throughout broadcasts.
- Giant LED Displays: Replays and ads during breaks, capturing audience attention.
- Interactive Promotions: Engaging fan zones and sponsored lounges, enhancing brand-consumer interactions.
Read the complete case study: LordsMed Sports Advertising Case Study
Influencer Marketing and Partnerships
Brands often leverage cricket legends or popular influencers, creating authentic connections and boosting credibility. Influencers actively amplify brand narratives across social media, greatly enhancing visibility.
Co-sponsorship Opportunities (Team or Tournament)
Co-sponsorship allows brands significant association with IPL at a strategic budget, maximizing visibility without the high investment of title sponsorship.
- Example: My11Circle, investing ₹625 crore, leverages co-sponsorship for extensive branding and interactive audience engagement, strengthening their market position.
Digital and TV Advertising (Broadcast & Streaming)
IPL’s dual broadcast strategy—traditional TV via Star Sports and digital streaming via JioHotstar—ensures advertisers reach both traditional and digitally inclined audiences.
- Star Sports (TV): Continues to dominate traditional broadcasting with pre-match, in-match, and post-match advertising opportunities.
- JioHotstar (Digital): Offers innovative, personalized advertising formats, capturing real-time viewer attention and engagement effectively.
Read the entire case study here: Crex Sports Advertising Case Study
Example: Tata Neu’s Launch via IPL Tata Neu strategically launched their app using IPL 2022 broadcasts. They began with TV commercials during initial IPL weeks, integrated broadcast segments (“TATA Neu Playing11 Segment”), and ran interactive contests such as “Ball Kahan Hai.” A special “TATA Neu Day” with continuous branding led to 2.2 million app downloads within a week, showcasing IPL’s strength in launching new campaigns.
Merchandising and Licensing
IPL-branded merchandise significantly boosts consumer engagement and visibility. Co-branded merchandise and exclusive product lines specifically tailored to the IPL season can deepen consumer connections, creating tangible brand interactions.
Online and Social Media Campaigns
With millions engaged digitally, online campaigns are crucial:
- Social media contests and giveaways foster active participation and user-generated content.
- Real-time digital interactions during matches sustain audience interest and maximize engagement.
- Influencer-driven content ensures high reach and authentic engagement.
High-Value Sponsorship Examples:
Title Sponsorship: Tata Group
Tata Sons secured IPL’s title sponsorship from 2024-2028 at INR 2500 crore. This significant investment demonstrates IPL’s unparalleled platform for brand visibility and consumer engagement across India’s diverse demographic landscape.
Past Example: Vivo’s Strategic Advantage
Vivo’s earlier annual investment of INR 440 crore rapidly increased brand visibility, gaining a competitive advantage and establishing market dominance. Within two years, Vivo achieved an 80% brand-IPL association, highlighting IPL’s strategic marketing potential.
Associate Sponsorships:
- My11Circle: Interactive fan-engagement activities.
- Angel One: Engaging a young, financially-aware audience.
- RuPay: Enhancing nationwide visibility and market leadership in payment solutions.
Impact of IPL Sponsorship on Brand Growth
Brands recognize IPL sponsorship as a strategic investment rather than a mere financial expense, achieving the following:
- Brand Visibility: Broad global exposure through broadcasts, stadiums, and player endorsements.
- Consumer Engagement: Vodafone’s iconic IPL-specific ‘ZooZoo’ ads exemplify how memorable campaigns drive strong consumer recall.
- Digital Engagement: Platforms like JioHotstar offer targeted, personalized advertising, ideal for real-time viewer interactions.
- Market Penetration: IPL enables brands to introduce products to diverse demographics, significantly enhancing market reach.
Example: Vivo’s Competitive Advantage
Previously, Vivo strategically invested ₹440 crore annually in IPL sponsorship, rapidly establishing dominance over competitors. Within two years, Vivo’s association with IPL reached 80%, reflecting significant competitive advantage and market growth.
Additional Strategic Advertising Opportunities:
TV News Channels
Sports news channels provide cost-effective advertising, ideal for brands aiming for sustained visibility among dedicated cricket enthusiasts.
Digital Sports Platforms (e.g., Cricbuzz, Sportskeeda)
These sites witness massive traffic during IPL, providing affordable yet high-impact digital advertising opportunities:
- Ideal for digitally savvy brands seeking performance-oriented marketing.
- Enables continual audience engagement through interactive content.
Why Advertise with The Media Ant?
- Expansive Reach: Tap into IPL’s audience of approximately 650 million viewers with ad packages starting at just INR 5 lakh.
- Customized Campaigns: Target audiences across 12 languages and multiple demographics.
- Affluent Audiences: Connected TV ads offer premium engagement, reaching up to 100 million affluent viewers.
- Strategic Expertise: Tailored solutions for effective marketing strategies aligned with your brand objectives.
Your Next Steps
Each brand approaches IPL advertising uniquely, guided by goals like brand awareness, product launches, sales acceleration, and loyalty enhancement. Our recent survey highlights brands’ preferred IPL advertising types, underscoring the diverse opportunities available.
Ready to make your brand shine at IPL 2025?
Visit our IPL 2025 advertising page to explore customized solutions and detailed execution specifics. Join The Media Ant to engage effectively with millions of cricket enthusiasts and achieve your strategic marketing goals.
