IPL : India’s sports sponsorship market has reached an all-time high, growing 6% year-on-year to ₹16,633 crore in 2024. Cricket remains the dominant force, contributing 85% of the total sports sponsorship revenue, with IPL playing a crucial role in this surge.
Despite a slight dip in ground sponsorship, digital media spending skyrocketed by 25%, signaling a shift in advertising trends. The Indian Premier League (IPL) continues to be a commercial powerhouse, attracting major sponsorship deals and boosting media rights value.
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IPL : India’s Sports Sponsorship Industry Booms, Thanks to IPL
Breaking Down India’s ₹16,633 Crore Sports Industry
- Sports Media Spending: ₹7,989 crore
- Total Sponsorship Value: ₹7,421 crore
- Ground Sponsorship Decline: ⬇️ 2% to ₹3,046 crore
- Team Sponsorship Growth: ⬆️ 5% to ₹1,681 crore
- Franchise Fee Increase: ⬆️ 3% to ₹2,694 crore
- Endorsements: ₹1,224 crore (highest annual growth in 14 years)
IPL’s Role in Driving Sponsorship Growth
The IPL has revolutionized sports commercialization in India since its inception in 2008. In 2024, it remained the biggest revenue generator, despite the number of international matches played by Team India dropping by 31%.
IPL media rights and franchise valuations soared, with the tournament’s official broadcaster setting ambitious revenue targets. The league’s stronghold on sponsorships was further reinforced by aggressive ad campaigns and new brand partnerships across digital and TV platforms.
- IPL 2025 is projected to generate ₹4,500 crore in ad revenue.
- 1,100+ advertisers onboarded, targeting both large brands and SMEs.
- JioStar has already secured 32 major sponsorship deals, with more in the pipeline.
- TV ad packages range from ₹40 crore to ₹240 crore, while connected TV ads cost ₹8.5 lakh per 10 seconds.
The Rise of Non-Cricket Sports in India
While cricket dominates, emerging sports saw a 19% rise in revenue, largely due to the Olympics effect. Brands have started investing in Olympic athletes like Neeraj Chopra, PV Sindhu, and Manu Bhaker, with athlete endorsements growing 46% year-on-year.
For the first time, total endorsement spending crossed the ₹1,000 crore mark, reaching ₹1,224 crore in 2024, almost double the figure from three years ago.
The Future of India’s Sports Sponsorship Market
As digital media continues to disrupt traditional advertising, we can expect more brands to shift towards online and streaming platforms. The IPL’s influence will only grow stronger, with bigger sponsorship deals, higher media rights valuations, and expanded digital outreach.
With the 2025 IPL season already generating massive advertising interest, India’s sports economy is set for another record-breaking year.
FAQs
How much did India’s sports sponsorship industry grow in 2024?
It grew by 6% to reach ₹16,633 crore.
What is the biggest contributor to sports sponsorship revenue in India?
Cricket, which holds an 85% market share.
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