From humble beginnings to a corporate powerhouse- The rise of IPL through its title sponsors and mega deals
Imagine this: It's 2008, and a thrilling new cricket league is being launched, filled with fast-paced action, global superstars, and entertainment like never before. The Indian Premier League (IPL) has come to life, sparking a cricket revolution where it’s no longer just about bat and ball; it’s about brands, business, and exciting billion-dollar deals.
From its modest beginnings to blossoming into one of the wealthiest sporting leagues globally, the IPL's journey has been truly remarkable. The title sponsors are at the heart of this financial growth—large companies keen to see their names illuminated alongside cricket's most thrilling events.
As we gear up for the 2025 season, join us as we explore the timeline of IPL's title sponsors, from real estate giants to tech powerhouses, and see how each partnership has woven into the incredible tapestry of the league's growth.
Credit -- ABP News
The inaugural IPL season in 2008 required a powerful corporate partner, and Delhi Land and Finance (DLF) stepped in. The real estate giant secured the title rights through a groundbreaking deal—Rs 200 crore over five years. Initially set for four years, the agreement was extended to 2012, raising the total sponsorship cost to Rs 150 million.
At that time, such figures were unheard of in cricket, but IPL was already demonstrating that it was no ordinary tournament. The league's early success justified DLF's investment, paving the way for more significant deals in the future.
Credit -- CricTracker
As the IPL's popularity surged, so did the battle for sponsorship. Pepsi, a brand synonymous with cricket, secured the title rights in 2013, shelling out a staggering Rs 396 crore for five years. However, the journey was cut short when the 2015 season became entangled in a match-fixing scandal.
The league's image suffered a blow, with teams like Chennai Super Kings and Rajasthan Royals facing suspensions. Unless to be linked with the controversy, Pepsi withdrew after three seasons, having paid Rs 238.2 crore. The unexpected exit left the IPL scrambling for a new sponsorship arrangement sponsor.
Credit -- Deccan Herald
The void left by Pepsi was swiftly filled by Vivo, a smartphone brand eager to engage with India's cricket-loving audience. Initially, Vivo took over the remainder of Pepsi's contract for ₹100 crore per year. By 2017, observing the league's soaring viewership, Vivo committed to an even more substantial deal—a record ₹2,199 crore for five years.
However, geopolitical tensions resulted in a temporary split in 2019. Nevertheless, Vivo returned in 2021, honouring its commitment by paying ₹439.8 crore for the season. Yet, their association would not endure for long.
When Vivo's sponsorship was suspended amid rising tensions, the BCCI had to act swiftly. In 2020, the fantasy sports platform Dream11 stepped in with a one-season deal worth Rs 222 crore.
This temporary arrangement showcased the IPL's resilience—despite disruptions, the league remained a highly sought-after property. Dream11's involvement was brief but significant, as it demonstrated that Indian brands were prepared to step up and take the initiative when required.
Credit -- ESPN Cricinfo
With Vivo's exit finalised, the iconic Tata Group took over in 2022, integrating a legacy brand into the IPL's commercial framework. The conglomerate initially signed a two-year deal valued at Rs 339.8 crore per season. Acknowledging the IPL's long-term potential, Tata extended its partnership until 2028, agreeing to a staggering Rs 2,500 crore deal.
This works out to Rs 500 crore per season—the highest-ever sponsorship value in IPL history. It is a testament to the league's remarkable growth since its inception, evolving into one of the wealthiest sporting properties worldwide.
