IPL franchises derive 20% revenue from brand extensions, eye experiential growth

As the Indian Premier League (IPL) continues to scale new heights in valuation and viewership, franchises are increasingly looking beyond the two-month tournament window to unlock sustained revenue streams. The latest strategy gaining traction: leveraging licensing-led brand extensions and live experiences to transform cricket fandom into a year-round business.  

From concerts and fan festivals to sports bars, academies and digital IPs, IPL teams are building immersive ecosystems that go far beyond match-day engagement. The idea is simple yet powerful to turn passive fans into active participants in a broader entertainment economy.  

“The core objective behind this strategy is to break the shackles of franchise seasonality linked to the play arena and its event window,” said Dhiraj Vats, a licensing industry veteran. “Globally, sports franchises are integrating concerts, live performances and entertainment formats to expand their appeal beyond sport and create an experiential ecosystem.”  

This shift reflects a deeper structural change in how franchises view their brand equity. When a team like Mumbai Indians hosts properties such as MIX, it is not just a fan engagement exercise but a multi-layered commercial platform. Revenues flow from ticketing, sponsorship integrations, merchandise, food and beverage, and digital amplification, effectively converting fandom into a monetisable asset.  

In industry terms, it is about “converting fandom into bizdom.”

Historically, IPL revenues have been anchored in central broadcast rights, sponsorship pools and team-level deals. However, as franchise valuations cross the billion-dollar mark, teams are under pressure to diversify revenue streams and build independent monetisation engines.

“Brand extensions today can contribute anywhere between 10% to 20% of a franchise’s overall commercial ecosystem and that number is only going to grow,” said Sandeep Dahiya, Founder and CEO of Branquila Brand Ventures. “Franchises are aggressively exploring new monetisation layers, experiences, merchandise, academies, digital IPs, gaming and licensing.”

Other experts also pegged the figure around 20%. 

This approach mirrors global sports ecosystems where teams operate as lifestyle brands with multiple consumer touchpoints. In India, IPL franchises are adapting that model through locally relevant formats blending cricket with entertainment, youth culture and community engagement.  

Vats noted that such initiatives are designed to create a “branded ecosystem” that sustains recall between seasons. “Collaborations with consumer goods licensing, F&B outlets near sports hubs, sports bar franchises and entertainment-led engagements help franchises remain relevant even outside the tournament window,” he said.

Kolkata Knight Riders (KKR) offers a clear example of how this strategy is being executed at scale. The franchise has built a diverse portfolio of fan-facing properties spanning both physical and digital formats.

“Brand extensions in the form of IPs, events, merchandise and licensing have been growing the revenue pie overall for KKR,” said Binda Dey, Chief Marketing Officer at Knight Riders Sports. “Our focus is on creating unique fan experiences while delivering strong commercial value through strategic partnerships.”

KKR’s initiatives include watch parties across cities, interactive on-ground activations and curated events such as ‘Knights Unplugged’, ‘Box Cricket’ and ‘Knight Golf’. On the digital front, properties like ‘Train Like a Knight’, ‘Knight Bite’ and ‘Knight Adda’ enable seamless sponsor integrations while deepening fan engagement.

“This approach is not just about revenue, it’s about building a sustainable ecosystem that balances fan engagement with long-term commercial returns,” Dey added.

Other franchises are also expanding their footprint beyond the IPL. Chennai Super Kings has built a strong grassroots presence through its Super Kings Academy, while KKR has extended its brand globally through participation in leagues such as CPL and ILT20, creating a multi-market franchise network.

Industry experts believe this shift towards experiential and licensing-led models is still at a nascent stage in India but holds significant upside potential. As consumer expectations evolve and competition for attention intensifies, franchises that successfully build always-on engagement platforms are likely to command higher valuations and stronger brand loyalty.

For IPL teams, the message is clear: the cricket season may be finite, but the business of fandom is not.