TAM Sports has revealed its latest report tracking celebrity endorsements during the first 37 matches of IPL 2025. Ananya Panday emerged as the most visible celebrity, accounting for 9% of total ad volumes, while MS Dhoni topped among sports stars with a 15.1% share in athlete-led endorsements.
Celebrity-driven ads maintained a strong presence, forming 61% of all commercials aired during live match broadcasts—matching last year’s figure. However, ad volume for celebrity-led promotions rose 2% from IPL 2024, showing advertisers’ growing preference for star power.
Film actors continued to dominate with a 41% share of celebrity-endorsed ads, followed by sports personalities (35%) and film actresses (24%). Notably, the number of unique celebrity endorsers declined to over 45 this season from 65 last year. The sports category saw a similar dip, with only 15 athletes featured versus 25 in 2024.
Shah Rukh Khan, the top face of 2024, remained the only name to repeat his top-five status this year. New additions in 2025 included Laksh Lalwani (8%), Salman Khan (5%), and rising cricket stars Mohammed Siraj and Yashasvi Jaiswal.
Dhoni was followed by Siraj, Jaiswal, Rinku Singh, and Ruturaj Gaikwad in the top athlete rankings, with each contributing 8–10% of the sports ad volume.
Food and beverage brands continued to dominate endorsements, with biscuits and pan masala among the top categories. Key advertisers leveraging celebrity appeal included Dream11, Playgames24x7, Parle Biscuits, Vishnu Packaging, and K P Pan Foods.
