The Board of Control for Cricket in India (BCCI) has officially kicked off its search for a comprehensive media agency to handle the promotional strategy for the upcoming Indian Premier League (IPL) 2025 season. Through a recently issued Expression of Interest (EOI), the cricket governing body is seeking an agency with extensive capabilities across all major advertising channels.

The successful agency will shoulder the responsibility of crafting and implementing a multi-platform media strategy spanning television, radio, digital platforms, print media, out-of-home (OOH) advertising, and innovative outdoor promotions. BCCI has made it clear that interested parties must demonstrate in-house expertise across all these mediums and proven experience handling campaigns of similar magnitude.

This strategic initiative aims to optimize the allocation of promotional resources across diverse advertising channels to maximize the tournament’s visibility and audience engagement. Agencies that make the shortlist will need to present a detailed media plan working within a specified budget of Rs 30 crore, exclusive of taxes.