Indo-Pak tensions: IPL's strategic timeout a logistical challenge, but revenue impact will be minor

Fate of IPL plunges into darkness amid security fears. (Photo: IPL)

A temporary suspension of the Indian Premier League (IPL) will be a logistical challenge, but impact in terms of revenue will not be significant, said experts.

Nonetheless, managing international players and working with a tight cricket calendar amid growing tensions between India and Pakistan will be a tough task for the Board of Control for Cricket in India (BCCI).

What will be the impact?

Santosh N, Managing Partner of D&P Advisory, a valuation services provider, sees little to no impact on IPL revenues if the tournament pauses and restarts. Almost 60-70 percent of the matches have been played, so the impact is only on the balance 30-40 percent, he said.

"Broadcasters, who are the biggest contributors, will not pay their fees for the matches that are on hold. They are only supposed to pay for the matches that have gone through. The per match fee is Rs 100-odd crore. Ditto for the sponsors, including the title sponsor. They will not pay for the remaining 15-16 matches. If the matches are rescheduled, there would be additional logistics costs that all the teams would have to incur, along with the BCCI. I do not think that's a big number compared to the overall scheme of things," Santosh explained.

So far, 57 matches have been played in the 18th edition of the IPL and uncertainty looms over the remaining games. The 59th match between Lucknow Super Giants and Royal Challengers Bengaluru was scheduled for  May 9. Also, the 58th match between Delhi Capitals and Punjab Kings on May 8 was called off midway due to escalating tensions between India and Pakistan.

In its latest statement, the BCCI has said that the IPL has been suspended for a week. "The Board of Control for Cricket in India has decided to suspend the remainder of the ongoing TATA IPL 2025 with immediate effect for one week. Further updates regarding the new schedule and venues of the tournament will be announced in due course, after a comprehensive assessment of the situation in consultation with relevant authorities and stakeholders," read the official statement.

What if the suspension lasts longer than a week?

"Given the logistics as well as event related activities already in place for IPL, and since we are at the fag end of the tournament, there would be a major financial dent," said Nitin Menon, NV Capital.

Further, rescheduling will be a logistical nightmare because many foreign players might want to go home if the suspension lasts longer, said Santosh. "Also, India is going to England to play Test matches in June. So, they may not have much elbow room either," he added.

"If the IPL does not start in the next week or so, then there is a very high possibility that it might get pushed to October-November. In which case two matches may be squeezed into one day when it restarts," he said.

What if the IPL is cancelled?

Karan Taurani, Senior Vice-President, Elara Capital, anticipates a significant hit on revenues. "In case the tournament is moved to later in the year, revenues may be slightly dented due to a decline in viewership. But if the tournament is entirely called off, then there will be a 30-40 percent impact on broadcasting revenues and a 5-10 percent drop in team revenues due to the lack of ticket sales," he said.

What are the options? 

With the southern parts of India relatively unaffected by the flare-up, Santosh thinks that the remaining matches can be conducted in Bengaluru, Hyderabad, Chennai, or Kochi.

"IPL could also move to another country, like South Africa, but that option is a little limited this time of the year. For instance,  Dubai is too hot. Also, for locations outside India, the cricket board will need time to prepare the pitches and for other logistical needs. Almost every team will have 50 to 100 people travelling. So, logistical arrangements will have to be made for  about 1,000 people travelling to the country," he added.

What will happen to advertisers?

Advertisers get their money back whenever a game is cancelled due to rains or any other reason, said Taurani. "Advertisers either get their money back, or, if the tournament is held at a later stage, then the money is adjusted" he added.

With the league postponed, advertisers across categories like FMCG, auto, fintech, and consumer tech are facing sudden disruption in campaign delivery and ROI expectations. Brands that had already bought high-impact slots are now forced into pause mode, with no clarity on reactivation timelines, said Yasin Hamidani, Director, Media Care Brand Solutions.

He added that many are re-evaluating their media mix and diverting spends toward digital-first platforms, influencer-led narratives, and regional content to maintain visibility.

How much is riding on ad revenues?

As much as Rs 4,500 crore is riding on ad revenues in IPL 2025, with advertisers paying Rs 28 lakh for a 10-second TV slot and Rs 250 / CPM (cost per mille, for 1,000 impressions). For India matches, the rate was Rs 500 / CPM on digital.

"With billions of impressions suddenly  off the table, brands need to pause and make a strategic pivot instead of having a knee-jerk reaction," said Dhiraj Gupta, Co-Founder and CTO (Chief Technology Officer), mFilterIt, an ad fraud detection firm.