The IPL, created by the BCCI Board of Control for Cricket in India in 2008, wonderfully exemplifies the interplay of sport, entertainment, and business. It makes Indian cricket incredibly innovative, with high-octane action and the ultimate glamorous presentation. Aside from giving a large platform for marketers, millions are brought on board. Title sponsorships in the IPL, in particular, have become a high-profile option for firms looking to improve brand recognition and attract a diverse audience.

Title sponsorships have evolved dramatically since the league’s inception, and they now reflect the league’s growing status and international appeal. This article traces the history of IPL title sponsorships and discusses the trends and ramifications for sports and business.

IPL sponsorship reflects both the tremendous development of the fan base and its financial strength.  From its humble origins, when the league’s potential was still being tested, to its ultimate billion-dollar athletic extravaganza, the fees paid by title sponsors reveal much about rising brand valuation and clever corporate collaborations. In the preceding text, we endeavored to elaborate on the course of the transactions, the sponsors’ strategic intentions, and how the IPL (Indian Premier League) transformed into a commercial operation over the years.

Related: IPL 2025 Fantasy Sports Like Dream11, My11Circle Aiming High to Increase Run Rate

DLF was the IPL’s title sponsor, having spent INR 200 crores for a five-year sponsorship contract that averages Rs 40 crore every season.  At the time, a huge amount was spent to lay the groundwork for the IPL, ensuring it was the most important commercial product.  DLF can use the association to increase brand visibility among Indians and others around the world.

Key Takeaways from the Deal

• During the early days of the IPL, the deal helped DLF become a household name.
• Given the uncertainty of the tournament’s initial year, investing in it became a risky proposition.
• This phase of IPL success let future sponsors to recognize that it had unlimited marketing prospects.

DLF was its sponsor, but this provided the league with much-needed funds and set a precedent for how the IPL might be used as a mass participation tool by businesses. It was one of the league’s early investments, and the IPL quickly rose to unprecedented popularity among spectators and marketers.

PepsiCo took over as title sponsor from DLF in 2013, paying INR 396 crore for five years, at an average of INR 79.2 crore per season.  However, PepsiCo cancelled the partnership prematurely in 2015 due to spot-fixing allegations and perceptions of brand mismatch.

Key Takeaways From the Deal

• Pepsi’s sponsorship reflected IPL’s growing value as a marketing platform.
• The annual cost has virtually doubled since the previous sponsor’s deal.
• Pepsi used the IPL to sell soft drinks among cricket-loving adolescents.

Pepsi intended to increase its market share through the IPL because it is India’s top beverage brand. The company has run various advertisements with IPL. It was about cricket branding that was fresh and appealing to young people.

Why Pepsi Left Early?

• Pepsi resigned early due to the IPL’s negative reputation as a result of the spot-fixing incident.
• The verdict addressed the issue of reputation and ethics in the brand association.

Despite its early exit, PepsiCo’s sponsorship demonstrated how the IPL can magnify a brand’s voice and consumer interface through high-decibel visibility and promotion.

Vivo is an all-Chinese brand that joined after PepsiCo’s departure.  Vivo secured a two-year contract with BCCI from 2016 to 2017 at Rs 100 crores each year, totalling Rs 200 crores.  Then, Vivo strengthened their commitment by signing a five-year contract worth INR 2,199 crores, or Rs 440 crores per season, from 2018 to 2022.

In Brief: 

• The deal shows that IPL is increasing in value.
• Vivo acquired the Indian smartphone market, where cricket reigns supreme thanks to the IPL.
• The five-year arrangement represented a massive increase in sponsorship revenues, indicating the league’s significant growth.

Vivo’s brand sponsorship was a marketing masterstroke, as the company leveraged the IPL’s massive reach to boost its position in the extremely competitive Indian smartphone market.  During the IPL seasons, it became synonymous with cricket and entertainment thanks to event branding, item promotions, and targeted advertising.

Problems:

• During the 2020 season, tensions between India and China reached a new high, prompting the withdrawal of sponsorship from Vivo.
• This exemplifies how a sports franchise’s interests can be overshadowed by geopolitical agendas.

Vivo’s partnership with the IPL exemplifies how a high-tech firm can use sports marketing to quickly establish itself and connect with customers.

The year 2020 was the most difficult year for IPL since it was relocated to the UAE owing of the COVID-19 pandemic.  Vivo pulled out, making way for the fantasy sports website Dream11.  Dream11 announced a one-year sponsorship deal worth INR 222 crore.

Some Key Takeaways of the Deal:

The transaction demonstrated the IPL’s unrivaled ability to get such significant sponsorship during a time of global crisis.

• Dream11 quickly gained popularity among cricket lovers, increasing user numbers to some level.
• The Pandemic proved to be a watershed moment for web domains attempting to capitalize on IPL’s promise.

The Dream11-IPL partnership has demonstrated that people’s tastes for digital places have shifted as a result of the Pandemic.  The brand promoted itself by leveraging the IPL fan base, cricket fantasy, and digital engagement, and it was at the forefront of the sports-tech market.

The company returned as a title sponsor in 2021 under a five-year arrangement, but the brand continued to raise geopolitical concerns, prompting an early exit from the sponsorship in 2022. This was the transition period for IPL championship sponsorships.

Important Points:

• Vivo’s sporadic presence was one of the problems faced by companies as they navigated public emotion and geopolitical concerns.
• Despite the uncertainties, the IPL proved to be a profitable asset for both international and domestic corporations.

The brand’s comeback and exit demonstrated how fragile the sponsorship agreement was and how external factors, public opinion, and international politics can demolish any structure.

Tata Group is an Indian multinational firm that has agreed to be the IPL’s headline sponsor in 2022.  The current contract is for two years and costs INR 670 crore. As a result, the average cost per season is INR 335 crore.

Key Takeaways from the Agreement:

• The agreement established Tata’s legacy with the IPL and strengthened the league’s brand.
• The IPL seasons 2023 and 2024 have reinforced Tata’s relationship with cricket, adding to its vast range of vehicles, steel, technology, and other products.

The Tata Group purchase marked a new chapter in the IPL’s history, providing the league with much-needed credibility and pride in India.  This was also seen in how easily the legacy corporate houses could align with the new youth-focused platforms.

Previously, the Tata Group emerged as the front-runner.  The company outbid Disney-Star Sports of India for the rights from 2024 to 2028, paying a record ₹2,500 crores for the five-year contract.  Such a contract demonstrates the IPL’s inherent commercial worth and the Tata Group’s sincere commitment to the cause of cricket in India.  According to the BCCI, the fact that this is the first time such an investment has been made demonstrates the worldwide IPL’s importance and strength.  The Tata Group has secured the title sponsorship of the IPL until 2022.

In addition to title sponsorship, the IPL’s 2025 season has the following key partners:

• Associate Partners: My11Circle, Angel One, and RuPay.
• Star Sports: Broadcast Partner
• Jio Cinema: Official Digital Streaming Partner
• CEAT: Strategic Timeout Partner
• Wonder Cement: Official Umpire Partner

This association is also critical to the league’s expansion and amplification, since it provides fans with comprehensive coverage and engagement opportunities.