It is not everyday you get to see a faceoff between top Bollywood stars Aamir Khan and Ranbir Kapoor but fantasy sports platform Dream11 showed that in its latest ad. Not only did the platform got the two actors share screen space but also got many star cricketers -- from Rohit Sharma to Hardik Pandya -- in the ad, as the brand continues to bet big on the Indian Premier League (IPL).
Like the fantasy sports platform carrying over its multiple team sponsorship strategy in the 18th edition of IPL, many other brands have continued their collaboration with their favourite teams as sponsors. Franchises for IPL 2025 are expecting over 30 percent uptick in their sponsorship revenue, along with an increased list of sponsors.
Punjab Kings has on-boarded more than 20 brands as sponsors while Kolkata Knight Riders's (KKR) list include 25 and Gujarat Titans has 32 sponsors for IPL 2025.
Punjab Kings CEO (chief executive officer) Satish Menon expects a 30 percent increase in sponsorship revenue in IPL 2025 while Colonel Arvinder Singh, COO (Chief Operating Officer) of Gujarat Titans is looking at a 37 percent increase in overall sponsorship revenue.
IPL 2025 is set to begin from March 22.
Gujarat Titans is growing with each edition, so there is a definite uptick in revenue, Singh said. KKR is also witnessing impressive growth in sponsorship revenue, said the franchise's Chief Marketing Officer Binda Dey.
Menon noted that they expect an increase in sponsorship revenue this season due to new partnerships, deeper integrations, and digital-first activations that go beyond traditional branding.
Renewals and new signings
"We (Punjab Kings) have boarded over 20 sponsors for IPL 2025, compared to 15 in 2024. We have added several new partners this season, including Freemans Measuring Tools, Kshema General Insurance, EcoLink (a Philips brand), Adidas Perfumes, Neo Wheels, Highland Real Estate, and Amul," he said.
A key highlight is Kingfisher returning as a partner after a gap, reinforcing our strong market presence, Menon added.
Punjab Kings' sponsor list this year has more than five new entrants while it has renewed partnerships with brands like Avon, Dream11, BKT, Jio, and Kent.
KKR's sponsors have grown from 21 to 25, with several new brands joining hands with the team.
"Several new brands, including RR Kabel and Vikram Solar, have joined KKR’s sponsorship portfolio this season, further diversifying our industry presence. There is strong traction from sponsors, driven by KKR’s massive fan base, extensive social media and digital outreach, and consistent performances in the league. Additionally, returning sponsors have reinforced their commitments, highlighting the sustained confidence brands have in partnering with our team," Dey said.
She added that brands are increasingly drawn to KKR not just for its reach and engagement—both on-field and through various digital IPs (intellectual properties)—but also for the strong brand values the team represents.
For Gujarat Titans, the new IPL season has brought a renewed level of excitement among stakeholders and sponsors.
"This year, we have onboarded 32 sponsors and partners, as on date, up from 27 in 2024. We have new brands like Torrent Group, The Pokemon Company, Spinner, AMUL Protein, LordsMed, Dream Game Studios, Finkeda, Euro Foods, Fujifilm InstaX, Cricket Icons Figurines & PlayR joining hands to take forward the collective spirit of Gujarat Titans. There is strong traction from regional, national and international brands, thanks to the strong, balanced squad that has been built. Renewal of partnerships from our existing partners Jio, Astral Pipes, Equitas Small Finance Bank, Havmor Ice-creams, etc., bears testimony to the growing trust in the franchise," said Singh.
Prominent brands
The dominant sponsorship categories this season include fintech, banking & insurance, FMCG, fantasy gaming, and consumer electronics, said Santosh N, Managing Partner of D&P Advisory, a valuation services provider that specialises in sports valuations.
Financial services remain a key player, with brands like SBI and insurance firms leading the way. Beverages and FMCG brands, such as Coca-Cola and Campa Cola, have significantly increased their presence. Fantasy sports platforms like Dream11 continue to invest heavily, while consumer durables and telecom brands are also visible across multiple team sponsorships, he added.
Several brands have taken a multi-team sponsorship approach this season, with brands like Reliance Jio continuing to be a common name across jerseys while Dream11 is sponsoring multiple franchises as part of its broad IPL strategy, Santosh said.
BKT Tires has deals with most teams as their official tyre partner, while new entrant Spinner, Reliance’s sports drink, has partnered with five franchises. Coca-Cola, through its various brands, is sponsoring multiple teams, ensuring strong visibility across the tournament, he added.
Team sponsorship spike
Franchise sponsorship revenues in IPL 2025 are projected to rise by around 15–20 percent, compared to the last season, Santosh said.
The ten teams are expected to generate Rs 1,300 crore from sponsorships, with top franchises like Mumbai Indians and Chennai Super Kings raking in Rs 100–150 crore each.
Jersey sponsorships this season have seen significant premium, Santosh noted. "Mumbai Indians, for example, secured a record front-of-jersey deal worth Rs 40 crore per year, a 33 percent jump from their previous sponsor. Chennai Super Kings also upgraded their front-of-jersey sponsor, reflecting the growing demand for prime branding spots. Across franchises, brands are paying higher rates for visibility, and long-term deals are becoming more common," he added.
Beyond jersey
While jersey spots are the most popular among brands, many sponsors are trying newer engagements.
"Brands like Adidas Perfumes, Neo Wheels, Amul Ice Cream, and Spinner (our new energy partner) are part of the branded content campaigns, influencer collaborations, and fan activations. Kingfisher’s return brings a fresh digital-first approach, while Real Cricket adds a gaming dimension, allowing fans to engage with Punjab Kings in new ways," Menon said.
The team has also strengthened its long-term digital partnerships with Avon, Dream11, BKT, Jio, and Kent, integrating them into match-day storytelling, behind-the-scenes content, and interactive digital campaigns.
With KKR too, brands are engaging via digital content, brand IPs, licensing partnerships for co-branded product lines, merchandise, fan engagement initiatives, and in-stadium activations. "We are also launching exclusive social media and on-ground campaigns with partners to maximise brand visibility, enhance fan interaction, and amplify shared brand values," Dey said.
Gujarat Titans has collaborated with the Pokémon Company to bring Pikachu to match days at the Narendra Modi Stadium, allowing fans to meet their favourite Pokémon.
"Fujifilm Instax is set to elevate the experience further by offering fans a chance to capture special moments with players through an Augmented Reality-integrated Instax Polaroid. Additionally, Dream Game Studios will integrate the Titans Squad into their mobile game, Dream Cricket 25," Singh said.
On the digital front also, different innovative social media campaigns are in the works, with Dream11, Torrent Group, Boat, Pokémon, and Fujifilm Instax, with details to be unveiled during the season, he added.
Brand recall
Despite over 100 brands advertising during IPL 2024, only a few brands were able to break through the clutter and be spontaneously recalled by consumers, according to a report by global market research agency Kadence International and CrispInsight, a consumer research and marketing advisory services firm.
Some of the most recalled brands—Jio, Tata Group, Slice, BKT, and Paytm -- achieved high visibility without running traditional advertisements and opting for team sponsorships, stadium branding, segment sponsorships and TV screen placements.
During IPL 2024, Dream11 turned out to be the most effective advertiser, with 37.7 percent recall value and 1,730 GRPs (Gross Rating Point).
GRP (Gross Rating Point) spend measures the total advertising impact, calculated by multiplying reach (percentage of target audience reached) by frequency (average number of ad exposures). It is an outcome of the investment that a brand makes in advertising by spending money to buy TV/ radio spots on various programmes. It can, therefore, be considered a surrogate of what the brand spent in their advertising campaign.
My11Circle, with a smaller spend of 634 GRPs, also saw a recall of 14 percent.
On the other hand, brands with heavy ad investments struggled to achieve a significant recall. Vimal, with 3,016 GRPs, recorded 2.4 percent recall value, while Parle with 2,615 GRPs and Kamla Pasand with 1,902 GRPs recorded 4.1 percent and 4.2 percent recall value, respectively.
This data underscores that ad volume alone does not guarantee impact—strategic placement and audience engagement are essential, the report added.
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