From AI journeys to cricket-fueled insurance, IPL 2025 partnerships are smarter, faster, and more personal
As IPL 2025 enters its stride, brands are redefining what it means to sponsor cricket. Gone are the days of static logos and passive ads — today’s campaigns span quick commerce, data automation, regional storytelling, and community-led content. Here are five standout activations shaping the narrative this season.
1. playR signs multi-team merch deals with CSK, GT, and SRH
Sports merchandise company playR has partnered with Chennai Super Kings, Gujarat Titans, and Sunrisers Hyderabad as their official merchandise provider for IPL 2025. The brand, owned by iCOREts Private Limited, manages everything from production to retail and e-commerce, including rapid-fire drops via quick commerce platforms.
With more than 30,000 units sold in the opening weeks and a ₹75 crore revenue target for FY26, playR is positioning itself as a fan-first merch powerhouse.
“Partnering with three of the heavy-lifters CSK, GT, and SRH will help us build advanced added values further delivering the fans experience,” said Ravi Kukreja, founder of playR.
2. bigbasket and RCB serve Bengaluru fandom in 10 minutes
Online grocery major bigbasket has teamed up with Royal Challengers Bengaluru as their official quick commerce partner, offering deliveries — and digital joy — in under 10 minutes.
The witty campaign features Virat Kohli, RCB players, and Danish Sait (as Mr. Nags) riffing on the Kannada word “andre” (“means”), with the punchline: “10 minutes andre, bigbasket.”
“RCB isn’t just a team — it’s a symbol of Bengaluru’s energy… This partnership is a natural extension of our commitment to serving Bengaluru,” said Hari Menon, co-founder & CEO of bigbasket.
The activation spans social, digital, and matchday kiosks, blurring lines between content and commerce.
3. MoEngage powers personalized engagement for Punjab Kings
In a martech-forward collaboration, Punjab Kings have tapped analytics platform MoEngage to deliver personalized fan journeys across touchpoints.
From merch triggers to journey mapping, the platform enables automation at scale and cohort-based messaging.
“Without an integrated martech platform, it was challenging to engage effectively. MoEngage has addressed all our requirements,” said Saurabh Arora, Chief Commercial Officer, PBKS.
“This partnership not only enhances the fan experience but also sets a new standard for engagement within the sports industry,” added Shivangi Boghani, VP of Sales, MoEngage.
4. JSW Paints celebrates cricket’s colors with ‘Rangon Ka Khel 2.0’
JSW Paints returns with a vibrant anthem-led campaign starring Sunil Gavaskar and Mithali Raj, tying cricket to color and community in a film by TBWA\India.
Partnering with six IPL and three WPL teams — including CSK, DC, KKR, RR, SRH, Delhi Capitals, Gujarat Giants, and UP Warriorz — the brand is creating one of the most expansive multi-team IPL activations of the year.
“Cricket today is an energising festival of colours & emotions… ‘Rangon Ka Khel 2.0’ captures this essence,” said Sundaresan A S, Joint MD & CEO, JSW Paints.
“It’s a celebration of the passion, energy and unity that cricket and colours create together,” added Ashish Rai, CBO.
5. Kshema Insurance hits rural markets with cricket-powered outreach
Insurance startup Kshema has launched “Sirf Bima Nahi, Kshema” — a humorous campaign featuring PBKS players Shreyas Iyer, Arshdeep Singh, and Shashank Singh — to promote crop coverage and digital policy access for rural audiences.
The ad, set in the team locker room, mixes light humor with product education, and includes fan activations like the “Kshema Secure Hands” contest rewarding fielding predictions.
“Cricket is one of the most effective vehicles to take this message across the country,” said Bhaskar Thakur, CMO, Kshema General Insurance.
It’s one of the rare IPL campaigns designed specifically for farmers and underserved communities.
The bottom line
The latest phase of IPL 2025 brand partnerships reveals a smarter, more emotional, and more localized approach to sponsorship. Whether through commerce, content, or community, these campaigns are reframing matchday as a full-funnel engagement moment — where loyalty, lifestyle, and cricket culture collide.
Name of Author: Cricexec Staff
