IPL 2025 sponsorship surge continues with new fashion, hospitality, and purpose-driven campaigns
The IPL 2025 season continues to deliver blockbuster brand moments, with fresh commercial tie-ups spanning fashion, hospitality, hydration, and social responsibility. While top-tier franchises deepen long-standing partnerships, new campaigns are creatively integrating brand messaging with the action on the field. As the league’s commercial ecosystem expands, here are the key sponsorship and campaign highlights from the week.
Mumbai Indians lock in star-studded sponsor lineup for IPL 2025
Mumbai Indians remain a hotbed for premium brand associations. The team’s roster for IPL 2025 includes DHL Express, IDFC First Bank, Bisleri, Slice, Dream11, Usha, Marriott Bonvoy, and Boat., among others. The multi-industry spread reflects MI’s continued pull as a marketing powerhouse, with a reach that spans broadcast, digital, and on-ground visibility.
Rajasthan Royals name Myntra as fashion partner for IPL 2025
In a stylish new alliance, Rajasthan Royals have onboarded fashion e-commerce giant Myntra as their official fashion partner. The deal merges performance and trend-driven appeal, giving Myntra a high-impact presence among young cricket fans while enhancing the Royals’ off-field style quotient.
Vikram Solar and KKR team up for CSR-led solar awareness campaign
Kolkata Knight Riders’ partnership with Vikram Solar has expanded beyond brand exposure into purpose-driven storytelling. The duo launched a CSR initiative focused on promoting solar adoption, blending cricket’s mass appeal with environmental consciousness in a campaign that highlights clean energy solutions.
Hyatt joins Mumbai Indians as official hospitality partner
Hyatt Hotels has partnered with Mumbai Indians for IPL 2025, becoming the team’s official hospitality partner. The collaboration brings elevated hospitality experiences to fans and stakeholders, aligning Hyatt’s luxury service ethos with one of cricket’s most premium franchises.
Bisleri renews hydration partnership with five IPL teams
Legacy hydration brand Bisleri extended its presence across the IPL ecosystem by renewing its hydration partnerships with five teams: Mumbai Indians, Gujarat Titans, Delhi Capitals, Rajasthan Royals, and Lucknow Super Giants. The scale of the deal reinforces Bisleri’s longstanding position as the league’s hydration backbone.
LSG and Greenply launch humorous “Har Zarurat ka Reply” campaign
Greenply Industries activated its principal partnership with the Lucknow Super Giants through a witty, cricket-themed campaign titled “Har Zarurat ka Reply.” The brand rolled out three digital films showing how LSG players — and Greenply products — handle surprises with performance and poise. The campaign blends product features like water and fire resistance with cricket’s match-time drama, backed by a WhatsApp chatbot and ticket giveaways to drive engagement.
The Hundred and county cricket build momentum with experiential and fan-first brand activations
As the domestic English summer approaches, commercial momentum is building across The Hundred and the County Championship. New promotions and partnership extensions reflect a growing emphasis on premium fan experiences, hospitality, and deeper in-store engagement. Here are the key commercial updates from the week.
KP Snacks launches biggest-ever The Hundred on-pack promotion
KP Snacks, a key commercial partner of The Hundred, has rolled out its largest-ever on-pack promotion linked to the competition. Running across more than 90 million packs from household snack brands like Hula Hoops, McCoy’s, Skips, and Tyrrells, the campaign offers fans a chance to win prizes including match tickets and cricket merchandise. This nationwide activation continues KP’s broader “Everyone In” initiative aimed at growing grassroots cricket participation through mainstream consumer touchpoints.
Durham Cricket extends Seat Unique partnership as premium ticketing and hospitality partner
Durham Cricket has extended its partnership with Seat Unique, who will remain the club’s official premium ticketing and hospitality partner. The renewed deal ensures fans can access high-quality matchday experiences at Seat Unique Riverside while supporting Durham’s strategy to elevate its commercial and fan engagement offerings ahead of a busy home season.
Cricketers front high-profile campaigns and brand collaborations across fashion, eyewear, and wellness
Endorsements
Cricket’s global icons continue to be among the most sought-after personalities for brand endorsements, with this week highlighting a mix of legacy legends, current stars, and cross-border appeal. From high fashion to nutrition and nostalgia-driven campaigns, here are the latest standout partnerships capturing fans on and off the field.
KL Rahul named first Indian global ambassador for Paul & Shark
Luxury Italian brand Paul & Shark has appointed Indian cricketer KL Rahul as its first-ever Indian global brand ambassador. The partnership reflects the brand’s ambition to grow its premium lifestyle footprint in India and globally, aligning with Rahul’s poised, high-performance persona. As part of the tie-up, Rahul will front campaigns and embody the brand’s balance of elegance and sporting edge.
Carrera Eyewear unveils new sport collection with Pat Cummins
Carrera Eyewear has launched a new selection from its Carrera|Pat Cummins collection, featuring the Sunrisers Hyderabad captain sporting the CSport 02 frames during IPL matches and training sessions. The eyewear fuses performance engineering with bold design, targeting active consumers. Cummins’ role as brand ambassador continues to tie Carrera’s sporty heritage to modern cricket culture.
Peter England’s ‘League of Legends’ returns with Kapil Dev, Sir Vivian Richards, and Harsha Bhogle
Menswear brand Peter England has revived its nostalgic cricket-themed campaign, ‘The League of Legends’, with legends Kapil Dev and Vivian Richards alongside iconic commentator Harsha Bhogle. Featuring a collection inspired by historic cricket moments—like the ‘83 and ‘79 World Cup tees—the campaign uses storytelling to evoke emotion, legacy, and pride. With in-store activations and wide distribution, the campaign blends fashion with cricket history for a cross-generational appeal.
Shoaib Akhtar and Shaan Masood lead performance-driven partnership with Activit
Pakistani nutrition brand Activit has signed a lineup of national cricket stars led by Shoaib Akhtar and Shaan Masood. Also onboard are Sajid Khan and Salman Ali Agha, making this one of the broadest athlete endorsement plays in the region’s wellness category. The partnership includes nutrition, full medical support, and logo placements on players’ gear, reinforcing Activit’s commitment to athletic excellence and well-being.
Shashank Singh Tapped as Brand Face for VOX India Interior Design
Punjab Kings’ all-rounder Shashank Singh has signed with VOX India as a brand ambassador, highlighting the growing trend of IPL players being tapped for brand representation in home and lifestyle categories. The association brings a performance-led personality to VOX’s design ethos and will run parallel to Singh’s IPL 2025 campaign.
