MUMBAI: Reliance Consumer Products’ Campa Cola has secured the co-presenting rights for this year’s Indian Premier League (IPL) for nearly Rs 200 crore, reports The Economic Times. The deal marks one of the tournament’s most visible sponsorship positions, previously held by Coca-Cola’s Thums Up. However, Indiantelevision.com sources informed us that the actual figure is about 50 per cent higher than what The Economic Times estimated.
The acquisition signals Campa’s national ambitions, as the brand prepares for its first summer of pan-India competition in the cola market. Reliance is also planning to debut advertising for its sports drink Spinner and RasKik Gluco Energy, both priced at Rs 10, during the tournament.
Spinner, co-created with former Sri Lankan cricketer Muttiah Muralitharan, has separately partnered with five IPL teams – Lucknow Super Giants, SunRisers Hyderabad, Punjab Kings, Gujarat Titans and Mumbai Indians. Meanwhile, Coca-Cola will maintain its partnerships with Chennai Super Kings and Kolkata Knight Riders.
The combined advertising revenue from television and OTT platforms for IPL 2025 is expected to rise by 8-10 per cent over last year to approximately Rs 4,500 crore, according to media buying executives quoted by the newspaper.
The tournament, scheduled from 21 March to 25 May, coincides with peak summer sales period, which typically accounts for over 50 per cent of annual soft drink sales
Tata Motors remains the title sponsor, having retained the rights for five years for Rs 2,500 crore, making it the tournament’s most valuable sponsorship deal to date.