MUMBAI: The Indian Premier League’s 2025 season has kicked off with a veritable feast for advertisers, showing remarkably robust growth in the tournament’s commercial appeal. The first 31 matches witnessed an 8 per cent jump in advertising volumes compared to the same period last year, according to the latest report from TAM Sports.
The lucrative cricketing carnival has attracted 16 per cent more advertisers than in 2024, with the total count rising from 65+ to 75+. Even more impressive is the 23 per cent surge in brand presence, leaping from 110+ to 140+ brands jostling for eyeballs during the matches.
Gaming platforms have bowled over the competition, with e-commerce gaming emerging as the top category, commanding an 18 per cent share of advertising volumes—nearly double its 9 per cent slice from last year. Food products claimed the second spot with 11 per cent, while mouth fresheners, last year’s champion, slipped to third place with 10 per cent of the advertising pie.
Parle Products continues its dominant innings at the crease, leading the advertiser rankings with an 11 per cent share. Dream11.com’s parent company, Sporta Technologies, came in a close second with 10 per cent, while My11circle muscled its way into third place with 6 per cent of total ad volumes.
The advertising landscape has witnessed notable churn, with 23 new categories entering the fray while an equal number have been clean bowled out of this year’s tournament. Among the 96 debutant brands, Parle Platina Hide & Seek and Rajshree Silver Coated Elaichi emerged as the top newcomers.
Food and beverage brands continue to have a ravenous appetite for cricket eyeballs, accounting for three of the top five advertising categories. Meanwhile, traditional categories like biscuits, properties/real estates, and chocolates have been relegated to the pavilion this season.
The tournament’s broad reach across both national and regional language channels has created distinct advertising patterns. While Amul Butter topped exclusive brands on Hindi and English channels, Reliance Trends claimed the spotlight on regional language broadcasts. Vimal Elaichi showed true all-round form, dominating the list of brands advertising across all language platforms.
With 28 channels broadcasting IPL matches this season—up from 24 last year—advertisers clearly believe the tournament remains cricket’s most lucrative commercial pitch.
