Celebrity power played a bigger role than ever in IPL advertising during the tournament’s 19th edition, with brands significantly increasing their use of star-backed campaigns to capture audience attention during one of India’s most valuable media properties. According to a TAM Sports report, celebrity-endorsed advertising volumes rose 34% year-on-year during IPL 19, helping celebrity-led commercials expand their share of total ad volumes from 53% in IPL 18 to 61%.
Brands lean further into star power
The findings highlight a growing preference among advertisers for recognisable personalities as competition for consumer attention intensifies. While non-celebrity campaigns still represented a sizeable portion of advertising inventory, their share fell to 39% as brands increasingly invested in celebrity-led messaging.
The trend was accompanied by a broader expansion in the number of public figures appearing in commercials during the tournament. More than 70 celebrities featured in IPL 19 advertising, compared with over 60 during the previous season, representing a 17% increase. Sports personalities recorded the fastest growth in participation, with the number of athletes appearing in campaigns rising by more than 50% year-on-year.
Film stars dominate the endorsement landscape
Despite cricket providing the backdrop for the tournament, film personalities continued to command the largest share of advertising visibility. Film actors accounted for 55% of celebrity-endorsed ad volumes, while actresses contributed a further 22%, giving the entertainment industry more than three-quarters of all celebrity-backed advertising exposure.
Sports personalities generated 22% of celebrity-endorsed advertising volumes, while television actors represented just 1% of the market. The figures suggest that advertisers continue to view film stars as the most effective vehicle for reaching mass audiences during premium sporting broadcasts.
Shah Rukh Khan leads celebrity rankings
Among individual celebrities, Shah Rukh Khan retained his position as the most visible face in IPL advertising. The actor’s share of celebrity-endorsed ad volumes increased from 8% during IPL 18 to 10% in IPL 19, despite representing fewer advertisers than the previous year.
Ishaan Khatter ranked second with a 9% share, while Ajay Devgn, Amyra Dastur and Tiger Shroff each accounted for 7% of celebrity-endorsed advertising volumes. Shah Rukh Khan and Ajay Devgn were the only personalities to remain among the overall top five endorsers across both IPL editions.
Rohit Sharma tops the sporting category
Within the athlete segment, Rohit Sharma emerged as the leading sports endorser, accounting for 22.1% of sports celebrity advertising volumes during IPL 19. Hardik Pandya followed with a 16% share, while Vaibhav Sooryavanshi and Abhishek Sharma each contributed 5.1%. Virat Kohli rounded out the top five sports personalities with a 5% share.
The rankings marked a shift from IPL 18, when MS Dhoni led the category ahead of Rohit Sharma, Suryakumar Yadav, Yashasvi Jaiswal and Mohammed Siraj. Sharma was the only athlete to maintain a place among the top five sports endorsers across both seasons.
Advertising demand concentrated across key sectors
Celebrity-backed advertising was spread across a diverse range of industries during IPL 19. Mouth fresheners emerged as the leading category, followed by e-commerce services, paints, financial institutions and air conditioners. Together, those five categories generated 71% of all celebrity-endorsed advertising volumes.
Spending was similarly concentrated among a relatively small group of companies. More than 35 advertisers utilised celebrity endorsements during the tournament, but the top five advertisers alone accounted for 68% of celebrity-led ad volumes. Vishnu Packaging, Google, Havells India, Grasim Industries and Reliance Consumer Products were among the companies with the largest presence.
IPL remains a premium stage for brand visibility
The report underscores the continued importance of celebrity marketing within India’s sports advertising ecosystem. While advertisers expanded the number of personalities featured during IPL 19, the dominance of film stars suggests that brands continue to prioritise broad cultural influence and mass-market appeal when allocating advertising budgets around major sporting events.
As the IPL’s commercial ecosystem continues to evolve, celebrity endorsements remain one of the most powerful tools available to brands seeking visibility in an increasingly crowded advertising environment.
