Cricket is no longer just about fandom: It’s also a business opportunity.
As India continues to evolve into a global consumption powerhouse, platforms like the IPL, which break viewership records every now and then, are becoming essential launchpads for international brands looking to tap into new regions.
This year’s advertising lineup already features a growing list of global names, and the 2025 ecosystem is set to generate Rs 6,000-Rs 7,000 crore in advertising revenue across TV, digital platforms, team sponsorships, and on-ground ads. International brands are ramping up their India push by investing heavily in JioStar’s cricket broadcast and digital platforms.
Real estate giant Danube Properties and fragrance brand Lattafa Perfumes are the latest global players to join the advertiser roster, marking a notable shift in how international companies are viewing the Indian market.
Danube Properties has come onboard as a “Co-Powered By” sponsor on Star Sports, while Lattafa Perfumes has become the first international retail brand to advertise on JioStar’s cricket coverage. Their arrival underlines the IPL’s growing reputation as a commercial magnet, not just for Indian brands, but for businesses worldwide eyeing a slice of India’s booming premium consumption market.
“India is one of the biggest markets for Danube Properties,” said Rizwan Sajan, Founder and Chairman of Danube Group. “There isn’t a better medium than the TATA IPL on Star Sports to maximize our reach during a key investment cycle.”
The UAE-based company is targeting high-net-worth individuals and NRI investors — a segment that spikes in activity during IPL season. The partnership, Sajan added, has become a “key driver” for real estate interest in Dubai.
JioStar’s IPL platform has seen a sharp rise in international partnerships over the past few seasons. Airline giants like Emirates, Etihad, Turkish Airlines, and Qatar Airways, along with tourism boards from Saudi Arabia and Malaysia, have used the tournament’s unmatched scale to promote premium travel and lifestyle offerings.
The IPL's brand value has reached $12 billion. Four franchises, CSK, MI, RCB, and KKR, have brand values over $100 million. Commercial ad volumes during the first 13 matches of IPL 2025 grew 12% year-over-year, according to a TAM Sports report. Meanwhile, advertising categories rose by 13%, with over 50 categories and a 31% increase in advertisers, reaching over 65.
“Cricket in India is no longer just a national obsession — it’s a global advertising stage,” said Ishan Chatterjee, Chief Business Officer – Sports Revenue, SMB & Creator, JioStar. “These partnerships are driving real outcomes — from lead generation to brand loyalty — in one of the world’s most dynamic markets.”
The appeal lies in the numbers: India boasts over 800 million sports viewers, with a digitally savvy, brand-conscious demographic in the 25–45 age range, JioStar said in a release. Tier 1 and Tier 2 cities, in particular, are witnessing a sharp rise in aspirational spending, making them ripe for targeting by global players.
With IPL matches delivering appointment viewing across TV and digital, the tournament offers brands to bet big, offering high-impact reach and frequency in the two-month window .
As India continues to evolve into a global consumption powerhouse, platforms like the IPL, which break viewership records every now and then, are becoming essential launchpads for international brands looking to tap into new regions.
This year’s advertising lineup already features a growing list of global names, and the 2025 ecosystem is set to generate Rs 6,000-Rs 7,000 crore in advertising revenue across TV, digital platforms, team sponsorships, and on-ground ads. International brands are ramping up their India push by investing heavily in JioStar’s cricket broadcast and digital platforms.
Real estate giant Danube Properties and fragrance brand Lattafa Perfumes are the latest global players to join the advertiser roster, marking a notable shift in how international companies are viewing the Indian market.
Danube Properties has come onboard as a “Co-Powered By” sponsor on Star Sports, while Lattafa Perfumes has become the first international retail brand to advertise on JioStar’s cricket coverage. Their arrival underlines the IPL’s growing reputation as a commercial magnet, not just for Indian brands, but for businesses worldwide eyeing a slice of India’s booming premium consumption market.
“India is one of the biggest markets for Danube Properties,” said Rizwan Sajan, Founder and Chairman of Danube Group. “There isn’t a better medium than the TATA IPL on Star Sports to maximize our reach during a key investment cycle.”
The UAE-based company is targeting high-net-worth individuals and NRI investors — a segment that spikes in activity during IPL season. The partnership, Sajan added, has become a “key driver” for real estate interest in Dubai.
JioStar’s IPL platform has seen a sharp rise in international partnerships over the past few seasons. Airline giants like Emirates, Etihad, Turkish Airlines, and Qatar Airways, along with tourism boards from Saudi Arabia and Malaysia, have used the tournament’s unmatched scale to promote premium travel and lifestyle offerings.
The IPL's brand value has reached $12 billion. Four franchises, CSK, MI, RCB, and KKR, have brand values over $100 million. Commercial ad volumes during the first 13 matches of IPL 2025 grew 12% year-over-year, according to a TAM Sports report. Meanwhile, advertising categories rose by 13%, with over 50 categories and a 31% increase in advertisers, reaching over 65.
“Cricket in India is no longer just a national obsession — it’s a global advertising stage,” said Ishan Chatterjee, Chief Business Officer – Sports Revenue, SMB & Creator, JioStar. “These partnerships are driving real outcomes — from lead generation to brand loyalty — in one of the world’s most dynamic markets.”
The appeal lies in the numbers: India boasts over 800 million sports viewers, with a digitally savvy, brand-conscious demographic in the 25–45 age range, JioStar said in a release. Tier 1 and Tier 2 cities, in particular, are witnessing a sharp rise in aspirational spending, making them ripe for targeting by global players.
With IPL matches delivering appointment viewing across TV and digital, the tournament offers brands to bet big, offering high-impact reach and frequency in the two-month window .
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