IPL 2025 becomes a showcase of creative partnerships and storytelling-led campaigns
From storytelling-driven real estate ads to fintech rollouts and metro wraps, IPL 2025 is emerging as the league’s most commercially innovative season yet. Sponsorship revenue across franchises is projected to hit ₹1,100 crore (approximately $132 million USD), a 10% increase from 2024, as the focus shifts from passive logo placements to high-impact fan engagement across platforms.
As the tournament reaches mid-season, the momentum off the field is rivaling the action on it — with brands investing in storytelling, technology, wellness, and emotional connection, while players themselves deepen personal brand deals.
Punjab Kings stack commercial roster with new and returning brands
Punjab Kings have built one of the most extensive sponsor portfolios in IPL 2025, combining new partnerships with established brands across sectors like lifestyle, automotive, beverages, and finance.
New sponsors in 2025: Six5Six (kit sponsor), Amul (beverage partner), Campa (cola partner)
Returning sponsors include: Real Cricket, Tour On, Spinner, BKT Tires, Dazller, Kingfisher Packaged Drinking Water, Valvoline, All Seasons, Kent RO, Kshema General Insurance, Highland, Avon Cycles, FREEMANS
With over 15 partners, PBKS is following a volume-based strategy that blends mass visibility with regional appeal.
Gujarat Titans reveal nine-brand lineup across sectors
Gujarat Titans have quickly scaled their sponsor portfolio, announcing nine official brand partners in tech, finance, lifestyle, and gear:
- Capri Loans – Principal sponsor
- benco – Smartphone partner
- Equitas Small Finance Bank – Banking partner
- Go Digit Insurance – Insurance partner
- Spinner – Sports drink
- Dream Cricket 2025 – Gaming partner
- Sanspareils Greenlands (SG) – Gear partner
- FanCode Shop – Lifestyle and merchandise partner
- Finkeda – Digital payments partner
“We are proud to collaborate with brands that share our values of performance, innovation, and fan engagement,” said Arvinder Singh, COO of Gujarat Titans.
Birla Estates launches emotional RCB campaign for 2025
As principal sponsor of Royal Challengers Bengaluru for a fourth season, Birla Estates unveiled its new “Every Sq.Ft. Tells a Story” campaign featuring Virat Kohli, Bhuvneshwar Kumar, and Krunal Pandya. The ads blend cricket intensity with the emotional pride of homeownership.
“It beautifully blends the passion for cricket with the pride of homeownership—two defining milestones in Indian culture,” said Anitha Krishnan, Head of Marketing, Birla Estates.
Rajesh Menon, COO of RCB, added: “This partnership is a testimony to our shared vision of inspiring and engaging millions of cricket enthusiasts.”
Kingfisher returns to IPL with remix jingle and two-team sponsorship
Kingfisher is back in IPL with a refreshed campaign — “Kingfisher Good Times Grooves” — partnering with both Lucknow Super Giants and Sunrisers Hyderabad. The campaign reimagines the iconic “Oo La La” tune with help from artists like SickFlip, Lothika, and Bharg.
“We turned the Kingfisher tune into a fire soundtrack — ready to ignite every party, starting with IPL,” said Puneet Kapoor, CCO, Ogilvy South.
Vikram Bahl, CMO of United Breweries, added: “Our campaign is about creating a strong emotional connection… resonating with our audience through cricket and culture.”
KKR, SRH sign performance and wellness partners
Kolkata Knight Riders signed Listerine as their official oral care partner. Expect to see co-branded hygiene content, player-led integrations, and product trials as health and wellness brands increase their IPL presence.
Sunrisers Hyderabad also signed PLAYR, a sports performance and analytics platform, aligning with their youth-focused vision and adding a tech-performance edge to their 2025 slate.
Player deals spotlight individual brand power
Punjab Kings pacer Arshdeep Singh signed a personal endorsement deal with VOX India, a premium interior design brand. This follows the growing trend of IPL players activating personal endorsements outside their franchise deals, especially in lifestyle and design categories.
Storytelling, fintech, and fan-first campaigns power the IPL ecosystem
IPL 2025 is full of brand campaigns that emphasize emotion, regional relevance, and innovation.
Mumbai Indians’ principal partner Lauritz Knudsen launched a TVC titled “Who am I?” featuring Rohit Sharma, Hardik Pandya, and Suryakumar Yadav. The campaign connects infrastructure with inspiration and reliability.
“Just as athletes rely on precision and reliability, our solutions deliver safety and efficiency for India’s evolving landscape,” said Naresh Kumar, COO of Lauritz Knudsen.
Gujarat Titans’ fintech partner Finkeda is rolling out a financial access campaign across tier 2 and tier 3 India. “We share GT’s passion to win and believe everyone deserves access to state-of-the-art fintech solutions,” said CMD Manish Kumar Goyal.
Euro India Fresh Foods, GT’s new official snacking partner, will run fan activations and giveaways during matches. “In India, cricket is more than just a sport… We’re thrilled to make the fan experience even more flavorful,” said Manhar J. Sanspara of Euro.
Conclusion: A season of immersive sponsorships and brand storytelling
IPL 2025 is no longer just about brand visibility—it’s about immersive engagement. Franchises, partners, and players are pushing the boundaries of commercial creativity, blending performance, emotion, and region into unforgettable campaigns.
From switchgear to snacks, fintech to flooring—every partnership this season is telling a story that resonates far beyond the boundary.
Name of Author: Cricexec Staff
