The 18th season of the Indian Premier League (IPL) saw a 6% increase in advertising volumes compared to the previous season, according to a report by TAM Sports. The report analyzed data from March 22, 2025, to April 22, 2025, and found that the number of advertisers increased by 15% and the number of brands grew by 20%. However, the number of categories decreased by 6%.
The top categories in IPL 2025 were mouth fresheners, biscuits, ecom-gaming, aerated soft drinks, and corporate-financial institutes. Notably, three of the top five categories were from the Food and Beverages (F&B) sector. The top five advertisers, including Parle biscuits, Vishnu packaging, Reliance Consumer Products, Sporta Technologies, and KP Pan Foods, contributed to 31% of the overall ad volumes.
The season also saw the entry of 102 new brands and 21 new categories, while 25 categories that were present in the previous season were missing. The report also analyzed brand exclusivity on Hindi+English sports channels and regional language channels. On Hindi+English sports channels, Amul emerged as the top brand, promoting Amul Butter and Amul Lassi. On regional language channels, Reliance Trends was the top brand, followed by Orient Fans and Airtel Wi-Fi.
The increase in advertising volumes and the growth of new brands and categories suggest that the IPL remains a popular platform for advertisers. The dominance of F&B brands in the top categories and the presence of new brands and categories indicate a shift in consumer preferences and advertising strategies. The report provides valuable insights into the advertising landscape of the IPL and highlights the evolving trends and patterns in the Indian sports marketing industry.
Overall, the 18th season of the IPL has been a success in terms of advertising, with a significant increase in volumes and a diverse range of brands and categories participating. The report by TAM Sports provides a comprehensive analysis of the advertising landscape of the IPL and offers insights into the trends and patterns that are shaping the Indian sports marketing industry.