Advertising Blitz in IPL 2025: New Brands and Categories Rewrite the Playbook

The 18th season of the Indian Premier League (IPL) has seen outstanding increases in ad action during its opening stage. According to the TAM Sports report in the recent times, ad volume on television saw an increase of 7% over last year. The boost rides on the back of 29% hike in the total number of advertisers with over 55 brands joining this year in contrast to more than 40 brands last year. The 18th season of the IPL also added 67 new brands to its advertisement mix, further serving to boost the tournament's rising popularity with the marketers.

 

The diversity of advertising categories has also expanded by 12%, with new entrants such as biscuits, cars, corporate-financial institutions, and auto rental services making their debut. Mouth fresheners emerged as the leading category with an 11% share of total ad volumes, overtaking e-commerce gaming, which now ranks second with a 10% share. Other prominent categories include biscuits and smartphones (8% each), while automobiles secured a notable position with a 6% share.

 

Among the fresh brands entering the IPL advertising arena are Parle Platina Hide & Seek and Apple’s iPhone 16E. Parle Biscuits has been the most visible advertiser across matches, except for the tournament opener. However, some categories from IPL 17—including Airtel Xstream Fiber and Cadbury Dairy Milk Chocolate—are absent this season.

 

This uptick in ad activity speaks to IPL's unparalleled power to bring in brands wanting to take advantage of its gigantic audience for exposure and engagement.

 

Source: The Financial Express