The Indian Premier League (IPL) 2025 sees advertising volumes decrease by 1.1%, falling short of the standard set during the previous year’s 62-match season, as per TAM Sports.
Resuming after nearly a week of hiatus due to India-Pakistan conflict, IPL 2025 continues to see significant brand momentum: The number of advertisers increased by 24% to 100+ in IPL 18 from 80+ in IPL 17, while the number of brands increased by 26% to 180+ in IPL 18 from 145+ in IPL 17, demonstrating marketers’ trust in IPL’s broad consumer reach.
Notably, Parle Biscuits was the top advertiser in IPL 18 during the first 62 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 maintained their strong presence, ranking as top advertisers in both IPL 18 and IPL 17.
The top five categories made up more than 40% of overall ad volume. Ecom-Gaming and Mouth Freshener emerged as consistent leaders, finishing in the top five categories in both IPL 18 and IPL 17 throughout the first 62 matches.
Additionally, 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.
27 new categories and 133 new products were introduced in 62 IPL 18 matches, compared to the same number in IPL 17. Among the 133 new brands, ‘Parle Platina Hide & Seek’ took the lead, followed by ‘Rapido Bike Taxi & Auto Appi’.
Amul Butter was the top exclusive brand on Hindi+English language sports channels, while IPL Sunrisers Hyderabad ranked first on regional language sports channels.
169 products were marketed on both regional and Hindi+English sports networks throughout the 62 matches of the IPL 18. Vimal Elaichi topped the Top 5 Brand List for Common Brands on both Hindi+English and Regional Language Sports Channels.
