New advertising categories and brands are flocking to IPL 2025, according to the latest TAM Sports report analyzing the first 22 matches. The report reveals significant growth compared to IPL 2024, highlighting the cricket league’s continued appeal as a premier advertising platform.
New Players Enter the Field
The current season has attracted 24 new advertising categories and welcomed 84 new brands to the IPL advertising ecosystem. This substantial influx demonstrates the tournament’s enduring value for brands seeking maximum visibility. Meanwhile, 23 categories from IPL 2024 did not return this season, reflecting evolving marketing priorities and consumer preferences.
Top Advertising Categories
The report breaks down the share of advertising volume across categories:
- Mouth Freshener: Leading with 13% of total ad volume
- Biscuits and Ecom-Gaming: Each securing 10% of ad space
- Automotive (Cars) and Corporate Financial Institutions: Each holding 5% market share
This diverse mix showcases IPL’s broad appeal spanning traditional FMCG brands and digital-first sectors.
Dominant Brand Advertisers
Parle Biscuits Pvt. Ltd. emerged as the standout advertiser, leading in 21 out of the first 22 matches and commanding 10% of total advertising volume. Other major advertisers included:
- Vishnu Packaging (Vimal Elaichi) – 6%
- Reliance Consumer Products – 6%
- Sporta Technologies (Dream11.com) – 4%
- K P Pan Foods (Rajshree Silver Coated Elaichi) – 4%
Together, these top five advertisers accounted for 30% of the total advertising presence.
Noteworthy New Entrants
Among the 84 new brands making their IPL advertising debut this season, the most prominent include:
- Parle Platina Hide & Seek
- Rajshree Silver Coated Elaichi
- AMFI (Association of Mutual Funds in India)
- Campa Energy
- Rapido Bike Taxi
This mix of established companies launching new products alongside emerging brands highlights IPL’s effectiveness as a platform for both brand building and market expansion.
The TAM Sports report confirms IPL’s position as India’s premier marketing platform, with its advertising landscape evolving to reflect changing consumer behaviors and market trends.
