With a ceasefire in force between India and Pakistan, the Board of Control for Cricket in India (BCCI) has chosen to restart the remainder of the Indian Premier League (IPL) 2025 matches on May 17, 2025. According to TAM Sports, advertising volumes for the 57 matches played so far in IPL 2025 have increased by 1.4%, exceeding the previous season’s 57-match record.
IPL 2025 has also seen great brand momentum: the number of advertisers has increased by 23%, while the number of brands has increased by 26%, indicating advertisers’ trust in the IPL’s vast consumer reach, even as the number of categories has remained stable.
Parle Biscuits has been the leading advertiser in IPL 18 during the first 57 matches.
The top five sponsors in IPL 18 accounted for 30% of total ad volumes, with Parle Biscuits claiming the lead. Sporta Technologies and Vishnu Packaging (Vimal Elaichi) maintained their significant presence, featuring as top marketers in both IPL 18 and IPL 17.
The top five categories contributed to more than 40% of the overall advertising volume. Ecom-Gaming and Mouth Freshener emerged as recurrent leaders, ranking among the top five categories in both IPL 18 and IPL 17’s first 57 matches.
Particularly, three of the top five categories in IPL 18 were from the Food & Beverage (F&B) industry. In IPL 18, the Mouth Freshener category had the highest total ad volume.
25 new categories and 128 new products were advertised in 57 IPL 18 matches, compared to the same amount of matches in IPL 17.
In addition to the 128 new brands, Parle Platina Hide & Seek was the most popular, followed by Rajshree Silver Coated Elaichi. Amul Butter was the top exclusive brand on Hindi+English language sports channels, while Parle Wafers ranked first on regional language sports channels.
156 products were marketed on both regional and Hindi+English sports networks throughout the 57 matches of IPL 18. Vimal Elaichi topped the Top 5 List of Common Brands on both Hindi+English and Regional Language Sports Channels.
