The Indian Premier League (IPL) 2025 advertising volumes increased by 6%, exceeding the previous season’s 40-match record, as per TAM Sports.
This year’s cash-rich league continues to see great brand momentum, with the number of advertisers increasing by 15%, from 70+ in IPL 2024 to 80+ in this year’s edition. Brand count has increased by 20% to 145+ from 120+ in IPL 2024, demonstrating marketers’ faith in the IPL’s enormous consumer reach. However, the category count has dropped by 6% to 55+ from 60+.
With the exception of the first game, Parle Biscuits was the top-ranked sponsor in all 39 games. 31% of the total ad volumes in IPL season 18 came from the top five sponsors, with Parle Biscuits leading the pack. In both IPL 18 and IPL 17, Sporta Technologies, K P Pan Foods, and Vishnu Packaging were among the leading marketers, demonstrating their sustained dominance.
Together, the top five categories accounted for about 45% of all ad volumes. As recurrent leaders, Ecom-Gaming and Mouth Freshener placed in the top five categories for the first 40 games in both IPL 18 and IPL 17.
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.
Similarities between IPL 17 and IPL 18:
Overall, there were 21 new categories and 102 new products advertised in 40 IPL 2025 matches, compared to the same amount of matches in IPL 2024.
Parle Platina Hide & Seek led the 102 new brands, followed by Rajshree Silver Coated Elaichi.
Amul Butter was the top exclusive brand on Hindi+English language sports channels, while Reliance Trends ranked first on regional language sports channels.
104 products were marketed on both regional and Hindi+English sports networks throughout the 40 matches of IPL 18. Vimal Elaichi topped the Top five list of common brands on both Hindi+English and regional language sports channels.