How do brand partnerships work in IPL?


IPL 2023 Winner

Now we’re getting into the marketing engine behind the madness! 🧠💼
Brand partnerships in the IPL are where cricket meets commerce. These deals aren’t just slapping logos on jerseys—they’re about visibility, engagement, and co-branding with a high-octane entertainment product.

Here’s a breakdown of how it all works 👇

🏏💼 What Are Brand Partnerships in IPL?

A brand partnership is a mutual agreement between a franchise and a company to:

  • Boost brand visibility for the sponsor

  • Generate revenue for the team

  • Collaborate on content, merchandise, social media, and fan campaigns

💸 Types of Brand Partnerships

Type Examples
Title/Principal Sponsor Chest logo on jersey (e.g. BYJU'S, Slice, Gulf)
Associate Sponsor Sleeve/back/helmet/cap branding
Official Partner Hospitality, airlines, beverages, fintech, etc.
Digital Partner App sponsors, streaming co-brands
Merchandise Partner Co-branded jerseys, collectibles, fan gear

💰 How Much Do These Deals Cost?

Sponsor Tier Cost per Season (Estimated ₹)
Title Sponsor ₹30–80 crore
Associate Sponsor ₹10–25 crore
Official Partner ₹3–10 crore
Digital/Content Collabs ₹1–5 crore

Top franchises like MI, CSK, RCB charge premium—thanks to fan base + reach.

📲 What Brands Get in Return:

✅ Massive Reach

  • IPL is watched by over 500 million viewers across TV + digital platforms.

✅ Content Collaborations

  • Teams create custom reels, branded challenges, player Q&As, and fan contests with sponsor branding.

✅ In-Stadium Exposure

  • Banners, LED hoardings, dugout wraps, fan zones, branded giveaways.

✅ Player Association

  • Sponsors use star players for ads, product launches, influencer campaigns.

✅ Fan Loyalty Leverage

  • IPL fans are highly engaged. Smart brands tap into that loyalty with discounts, interactive campaigns, or “fan of the match” promos.

🤝 How Partnerships Are Structured

  1. Pre-season Pitches: Teams send out sponsorship decks showing fan base, reach, engagement metrics.

  2. Negotiation: Based on deliverables—logo placement, content frequency, access to players.

  3. Activation Plan: Content calendar + event tie-ins built in.

  4. Performance Tracking: ROI measured through impressions, engagement, mentions, and product sales.

🧠 Smart Branding in Action:

Team Brand Collab Highlight
RCB Puma x RCB fanwear drops & social content
CSK Gulf Oil "Whistle Podu" highway branding
MI Slice & JioCinema promos featuring Rohit & SKY
RR Red Bull skills challenges with young players
GT boAt collabs with Shubman Gill + giveaways

📈 Why Brands Love the IPL:

“IPL gives us the reach of cricket, the vibe of Bollywood, and the engagement of Gen Z—all in 20 overs.”

It’s quick, loud, colorful, and fans notice the brands that show up well.

🔚 Final Take:

“In the IPL, brand partnerships are not just ads—they’re part of the story.”

Franchises win matches. Brands win mindshare. And fans? They get experiences they remember.

Want to see a breakdown of which IPL team has the most valuable sponsor deals, or which brands have nailed their activations best? I can dig that up too! 🕵️‍♂️📊