Despite tough market conditions and viewer fatigue, the Indian Premier League (IPL) has pulled off another stunner in 2025. Eighteen years since it started, the tournament is more powerful than ever—setting new benchmarks in ad spends, viewership, and brand engagement. Let’s break down how the IPL continues to grow year after year and what’s fuelling this unstoppable success.

A League That’s All Grown Up

This season marked a symbolic moment for the IPL. Not only did it celebrate its 18th year, but it also saw a 14-year-old, Vaibhav Suryavanshi, make history as the youngest player to score a century. While players like him grab the spotlight, the league itself has become a mature, money-spinning phenomenon.

Even with the past two years being challenging—especially for broadcasters like Star India and Viacom18—IPL 2025 has bounced back stronger than ever.

What Keeps IPL Going Strong?

The success formula hasn’t changed much over the years—and maybe that’s why it still works. The IPL combines:

• World-class cricketing talent
   
• Bollywood-style glamour
   
• Loyal fans
   
• Wide digital and TV reach
   
• Aggressive marketing by teams, sponsors, broadcasters, and the BCCI
   

According to IPL chairman Arun Dhumal, the league’s estimated valuation has crossed $50 billion. "It's the best 'Make in India' product post-independence," he says. And indeed, it's a brand that keeps creating fresh cricketing icons while attracting new money and attention every season.

More Than Just a Game – It’s an Experience

TAM Media CEO LV Krishnan points out two big factors behind IPL’s growth: the league’s accessibility and how media supports it. For instance, BCCI Fan Parks let people in non-IPL cities enjoy the stadium vibe. These kinds of efforts are bringing in both national and regional advertisers looking to tap into IPL’s massive reach.

JioStar Sports CEO Sanjog Gupta adds that viewer engagement is key, especially during the mid-season slump. Innovations like "Rivalry Week" have helped maintain excitement and encourage fans to keep watching.

In fact, IPL viewership has soared across all platforms in 2025:

• TV watch time per match is at an all-time high
   
• Connected TV viewership has nearly doubled
   
• Mobile viewing is up by more than 30%
   

Brands Are Betting Big – And Winning

IPL isn’t just great for cricket lovers—it’s a goldmine for brands.

Take Amul, for example. Despite spending just 1% of its revenue on marketing, it sees a high return on investment from IPL. It sponsors nine out of ten teams and uses both in-stadium and digital campaigns to boost product sales.

Schneider Electric’s Lauritz Knudsen brand signed the biggest-ever front-of-jersey sponsorship with Mumbai Indians (Rs 120 crore). Similarly, Ceat Tyres continues its high-visibility deal for timeout breaks—worth Rs 240 crore—and reports a surge in brand recall, especially among young and Tier-2/3 audiences.

Even newer brands are diving in. Dream11, which now has 250 million users, says the IPL played a major role in popularising fantasy sports in India.

From Underdog to Global Powerhouse

When IPL launched in 2008 as a 44-day tournament with eight teams, few expected it to become this massive. Today, it’s a multi-billion-dollar beast and a key pillar of India’s sports economy.

According to Vinit Karnik of GroupM, the sports market has grown from Rs 2,423 crore in 2008 to Rs 16,633 crore in 2024. The first billion dollars of sponsorship value took 10 years. The next billion came in 7. The third will likely arrive even faster.

Brands like Parle Products—associated with the IPL from the start—compare it to the Super Bowl in terms of national impact. Vice President Mayank Shah says, “If your goal is to reach all of India at once, IPL is your best bet.”

He explains that companies plan special IPL campaigns—for brand launches, celebrity tie-ins, or corporate branding—just like the way American companies approach Super Bowl advertising.

Final Over: IPL’s Future Looks Bright

Despite criticism and ever-changing viewer preferences, IPL continues to lead. Its mix of entertainment, sports, and marketing genius ensures it remains a favourite with fans and a priority for brands. Whether it's launching careers or building business, IPL 2025 has proved once again: the game is far from over.