Here’s How Brands are Targeting IPL 2025 Advertisements for Brand Supremacy

As the Indian Premier League (IPL) 2025 prepares for its first ball, businesses are already engaged in a fierce battle—not on the field, but in advertising.  With record-breaking internet viewership and a developing consumer engagement landscape, the IPL’s marketing strategy is evolving.  While some brands continue to invest in traditional ad spaces, others are rewriting the rules of sports marketing, demonstrating that judicious placements can result in higher brand memory than large budgets.

Crisp Insight + Kadence International’s latest study calls into question the long-held idea that higher ad spends result in stronger memory.  Over 100 brands competed for visibility at IPL 2024, but just a few made an impression on customers.

Dream11, for example, spent Rs 1,730 crore on ad spots and had a 37.7% recall rate.  Vimal and Parle, on the other hand, spent substantially more—more than Rs 3,000 crore each—but were unable to exceed a 4% recall rate.  The data reveal that just spending money on advertising does not always result in increased customer awareness.

Related: Finance Major EbixCash Will Now Be the Official Partner of Chennai Super Kings for IPL 2025 Season

The sponsorship landscape for the IPL 2025 indicates a shift away from traditional brand visibility and towards a more integrated marketing approach, with corporations integrating themselves deeper within the event ecosystem. 

The most significant change is the increased competition in the beverage segment, with Reliance Consumer Products’ Campa Cola earning the Rs 200 crore co-presenting sponsorship—an ambitious move that pits it directly against Coca-Cola’s Thums Up, which held the position in IPL 2024. The banking and digital payments sectors are also robust, with SBI, GPay, and PhonePe remaining active, indicating that fintech firms will continue to dominate IPL marketing.

Fantasy sports and gaming brands such as My11Circle, PokerBaazi, and Dream11 continue to benefit from the IPL’s engaged fan base, solidifying their affiliation with the tournament. 

However, this season sees a significant increase in consumer durables and FMCG brands, with companies such as Asian Paints, Joy Cosmetics, Allen Solly, and Jaquar Bath + Light capitalizing on IPL’s widespread appeal.  Unlike earlier years, when sponsorships were exclusively centered on television ads and logo placements, businesses are now broadening their involvement tactics.

Luminous Power Technologies, for example, prioritizes digital activations, influencer collaborations, and real-time audience interaction above mass advertising, indicating a broader shift in how marketers approach IPL partnerships.

Another important trend is significant sponsorship distribution across many IPL properties. Instead of focusing on central sponsorships, marketers are expanding their reach through team alliances, in-game branding, stadium activations, and digital channels.  The emphasis has evolved from pure awareness-driven sponsorships to engagement-driven marketing, where businesses seek direct customer contact through social media, digital integrations, and region-specific campaigns.

Reliance Consumer Products Ltd. (RCPL) is employing IPL to relaunch and establish its beverage brands, such as Campa Cola, Campa Energy, Spinner, and Gluco Energy.  By sponsoring six IPL teams, the corporation hopes to leverage stadium presence, in-game branding, and social media activations.

 “IPL is possibly the biggest sporting event in India with a massive reach, engagement, and interest levels, also the timing coincides with the beverage season,” individuals familiar with the matter told FE Online.  “We’re doing far more than just promoting in the IPL.  There will be on-the-ground presence with visibility across six stadiums, product availability, and consumer engagement with region-specific influencers to improve youth connections.”

“My11Circle’s five-year partnership as the TATA IPL’s associate partner allows us to capitalize on India’s enormous enthusiasm for cricket by connecting with millions of passionate fans,” says Saroj Panigrahi, Chief Operating Officer of Games24x7.  “Our comprehensive 360-degree marketing strategy—encompassing strategic partnerships both on and off field, including TV, digital, and beyond—is designed to amplify our brand and enhance user engagement throughout the IPL season.”

Luminous Power Technologies, an inverter and solar firm, is taking a new approach, emphasizing focused engagement rather than broad advertising.  With 96.5% brand awareness, the company is focusing on digital activations, influencer collaborations, and real-time audience involvement via a Digital Command Centre.

“Our decision to associate with the IPL was driven by the sheer magnitude of its viewership and fandom,” explains Neelima Burra, Chief Strategy Transformation and Marketing Officer at Luminous Power Technologies.  “Beyond logo placements and title sponsorship, we’re leveraging IPL through a multi-faceted strategy, from retail activation programs that engage dealers, consumers, and distributors to digital engagement around key match moments.”

She continues, “Over the last two years, our partnership with IPL has altered Luminous’ perspective to being a more trendy, engaging, technology-driven premium brand.  These benefits, together with tangible criteria such as revenue growth and market share, indicate the effectiveness of our strategy.

As companies fine-tune their marketing playbooks, the key question is not how much they spend, but how well they interact.  Brands that value consumer contact, innovation, and authenticity will win the largest prize: long-term mindshare and brand loyalty.