Mumbai: The Indian Premier League (IPL), widely recognized as the apex of sports marketing in India, has once again demonstrated its unrivalled influence on brand strategy and media planning. The eighth update of the TAM Sports – IPL 18 Advertising Report presents a comprehensive view of advertising activity during the first 70 matches of IPL 2025. The findings underline a season marked by advertiser optimism, diversified category participation, and expanding regional engagement across broadcast platforms.
Ad volumes for IPL 18 witnessed a modest yet meaningful growth of 0.4% compared to the same period in IPL 17. While the increase may appear slight, it carries significance given the high saturation levels already present in the tournament’s media landscape. The number of sports channels airing IPL matches also increased from 24 in 2023 to 28 in 2025, indicating a deliberate move toward broader distribution and more targeted regional audience reach.
One of the most striking takeaways from the report is the rise in advertiser and brand participation. The number of advertisers surged by 27%, growing from over 80 in IPL 17 to more than 105 in IPL 18. Likewise, the count of brands saw a 28% jump, climbing from 150+ to over 190. Interestingly, the number of categories remained constant at 70+, suggesting a higher degree of competition and crowding within existing sectors rather than the entry of entirely new ones. This indicates that more brands are competing for attention in the same category space, showcasing the IPL’s ability to attract deep-pocketed rivals into a shared arena.
The data reveals notable shifts in category-level ad volume shares. In IPL 18, Mouth Fresheners emerged as the leading category with a 13% share, followed by Biscuits at 10%, Ecom-Gaming at 7%, Aerated Soft Drinks at 6%, and Corporate-Financial Institutes at 5%. Together, these top five categories contributed more than 40% of the total ad volumes. Compared to IPL 17, where Ecom-Gaming and Range of Food Products had more prominence, the category rankings reflect both the evolving consumer interest and adaptive brand strategies. The prominence of three Food & Beverages (F&B) categories within the top five further emphasizes the sector’s reliance on mass-reach platforms like the IPL.
On the advertiser front, Parle Biscuits dominated the field in IPL 18, followed by Vishnu Packaging (Vimal Elaichi), Reliance Consumer Products, Sporta Technologies (Dream11), and K P Pan Foods. Many of these names were also among the top advertisers in IPL 17, suggesting consistency in brand investment and the IPL’s sustained ROI appeal. The dominance of Parle and Dream11 across two consecutive seasons highlights how legacy advertisers are leveraging IPL to build long-term brand equity.
Another crucial insight from the report is the surge of new participants. IPL 18 welcomed 141 new brands and 27 new categories across its advertising mix. This influx highlights the tournament’s continued draw for first-time advertisers and emerging sectors. Among the most notable new entrants were Parle Platina Hide & Seek, Rapido Bike Taxi & Auto App, Parle Happy Happy, Rajnigandha Silver Coated Elaichi, and PhonePe. These brands cut across industries from mobility to fintech, reinforcing IPL’s role as a platform for both mass exposure and new product launches.
Conversely, the report also identified categories from IPL 17 that did not advertise during IPL 18. These included Range of Food Products, Chocolates, Branded Salts, Cement, and Toilet/Floor Cleaners. The absence of these categories could signal a reallocation of marketing budgets or strategic shifts in media buying for those sectors. While not necessarily indicative of a lack of confidence in the IPL, it may reflect internal changes in brand priorities or a pivot toward alternate media platforms.
The report also sheds light on the language-wise distribution of brand activity across national (Hindi + English) and regional sports channels. Of the total brands advertising during IPL 18, 178 were common to both Hindi+English and regional channels, revealing a clear intent by marketers to cover all demographic bases. Nine brands were exclusive to national channels, with names like Paper Boat, Amul Butter, Amul Lassi, and Lattafa Perfumes. Meanwhile, six brands chose to advertise only on regional channels, including IPL franchise Sunrisers Hyderabad, Walkmate, Lifestyle, and Maliban. This segmentation underscores a growing sophistication in media strategy, where advertisers tailor their channel mix based on regional affinity, product relevance, and audience behavior.
Interestingly, brands like Vimal Elaichi, Parle Platina Hide & Seek, AMFI (Association of Mutual Funds in India), Campa Cola, and Rapido were seen across both regional and national platforms. These brands clearly sought to maximize their reach and reinforce their visibility across language and geography divides, leveraging IPL’s pan-Indian appeal.
Overall, IPL 18’s advertising landscape presents a dynamic blend of old and new players, traditional and emerging categories, and national versus regional targeting strategies. With over 190 brands, more than 105 advertisers, and a stable yet expansive category structure, the tournament continues to be the centerpiece of Indian advertising. The growing presence of new brands, increased reliance on regional broadcasts, and strategic media diversification reflect IPL’s evolution into a multi-tiered marketing ecosystem.
As the league progresses into its final stretch, the data reinforces IPL’s stature as more than just a sporting event—it is a cultural and commercial phenomenon. For marketers, IPL remains an essential touchpoint for building awareness, launching products, and reaching India’s diverse and increasingly fragmented audience. TAM Sports’ findings make it clear: when it comes to impactful advertising in India, all roads still lead to the IPL.
