Non-endemic categories expand footprint in IPL 2026 ad mix

The 2026 edition of the Indian Premier League (IPL) is witnessing a notable shift in its advertising landscape, with a surge in participation from non-endemic categories, signalling the tournament’s growing appeal beyond traditional advertisers such as FMCG, e-commerce and smartphones. 

Industry executives and media planners indicate that sectors like BFSI, fintech, auto, real estate, edtech, travel, and even B2B platforms are increasing their presence on IPL, leveraging its scale, high engagement and cross-demographic reach. This diversification comes at a time when brands are seeking high-impact, culturally relevant platforms that deliver both reach and recall in a fragmented media environment.

Shrivats Singhania, Deputy Managing Director, JK Lakshmi Cement Ltd. said, “The contractor, the engineer, the homebuilder making material decisions are part of IPL viewership, not separate from it. For a company expanding to new markets at the pace JK Lakshmi Cement is, a platform that reaches across geographies and audience segments at this scale is not a discretionary brand spend. It is a capital allocation decision, and it was evaluated as one.”

He added that the Rajasthan Royals partnership carries an added dimension that no matching exercise can manufacture, as both organisations share the same roots and royal legacy, lending the association greater depth and credibility.

At the platform level, the official sponsor roster itself underscores this shift. Categories such as paints and financial services have secured prominent visibility, with brands like Asian Paints and Birla Opus featuring as sponsors, alongside mobility platform Rapido and industry body Association of Mutual Funds in India, highlighting how even traditionally non-endemic sectors are tapping into IPL’s scale.

The diversification becomes even more pronounced at the team level, where a wide range of non-endemic sectors have entered through sponsorship deals. Real estate player Birla Estates, financial services firm Hero FinCorp and renewable energy company Waaree Solar are among the brands associating with franchises this season, alongside infrastructure-led players such as Shree Cement and JK Lakshmi Cement. Global names including logistics major DP World, aviation players Etihad Airways and Malaysia Airlines, as well as metals major Jindal Stainless, further reinforce how B2B, core sector and international brands are increasingly viewing IPL as a high-impact visibility platform.

The mix is being further broadened by newer and less traditional entrants. Pharmaceutical major Sun Pharma has come on board as a principal sponsor for Royal Challengers Bengaluru, marking a rare entry of a pharma brand into mainstream cricket advertising. Similarly, home décor and coatings brand Nippon Paint has partnered with Punjab Kings, reinforcing the growing interest from home improvement and lifestyle-linked categories.

For Jindal Stainless, Vijay Sharma, Director – Corporate Affairs, noted that categories such as theirs have traditionally operated within industrial and trade ecosystems. “However, as consumer awareness around the material’s benefits has steadily evolved, with today’s consumers far more attentive and discerning towards material choices across applications, we felt a clear need to take stainless steel into more mainstream conversations,” he said.

He noted that the association as Official Stainless Partner of Sunrisers Hyderabad is driven by timing, as the brand looks to expand its reach and deepen its presence beyond industrial ecosystems. He added that culturally rooted platforms like the IPL offer disproportionate impact in accelerating awareness, perception and trust, while helping make the category more relatable in everyday contexts.

Sharma further added that the move aligns with the brand’s growth trajectory and expansion into key southern markets such as Hyderabad, making the Sunrisers Hyderabad association a strategic fit. Beyond scale, the focus is on building category familiarity and deepening brand resonance among consumers.

He explained, “The idea is to have stainless steel move beyond being perceived as just an industrial material, and be recognised for its value and benefits across everyday applications. That’s where such engagements become important – through contextual communication and consistent presence across touchpoints.”

Alongside core and non-endemic sectors, newer D2C brands are also tapping IPL for scale. For instance, Chupps is leveraging the platform to drive visibility and connect with a wider, younger audience. Ravi Adhikari, Brand Lead, Chupps, said IPL accounts for 10–15% of the brand’s annual marketing budget, reflecting the high concentration of attention and its effectiveness in driving large-scale awareness. He noted that for a brand operating across general trade, modern trade and D2C, IPL serves not just as a reach driver but also as a trust signal across channels.

He added that the focus is on making the investment work harder through team partnerships and sustained presence, rather than one-off broadcast-led bursts.

“IPL is our biggest brand-building moment of the year. It's where we get visibility at scale, without having to shout for it. As the official open footwear partner for both Gujarat Titans and Mumbai Indians, we're not just buying impressions, we're showing up consistently, in context, across two of the most followed franchises in the league,” Adhikari said. 

He noted that team partnerships offer continuity that broadcast spots cannot, enabling brands to be part of the fan experience rather than interrupt it. Adhikari added that associations with Gujarat Titans and Mumbai Indians combine strong fan loyalty, cultural alignment and scale, while delivering deeper, long-term brand value through sustained presence and cumulative recall.

Adding an agency perspective, Aniket Sakpal, Head – Brand Operations, AGENCY09, said IPL has evolved into a mass cultural platform, making it relevant for low-frequency and need-based categories such as aviation, infrastructure and healthcare. He noted a clear shift towards brand building alongside performance marketing, with IPL offering scale, engagement and an effective avenue for driving salience and trust over immediate conversions.

“Integrated partnerships are proving to be more effective because they allow brands to move beyond visibility into storytelling and contextual relevance. When brands weave themselves into the ecosystem through content, on-ground integrations, and digital amplification, the impact tends to be deeper and more memorable,” he explained, adding that a media-heavy approach drives reach, but integration builds longer-term recall, with the most effective campaigns balancing scale and meaningful engagement.

Rise of new entrants in the coming years?

According to experts, momentum for new and global categories entering IPL is expected to continue, as the league sustains its scale and cultural relevance. A wider set of sectors is likely to explore the platform for visibility and brand building in the coming years.

Building on this shift, Sakpal noted that strong momentum is building for new and global categories to enter IPL, as it continues to deliver scale and cultural relevance, offering international brands a fast track to mainstream awareness in India.

“We are also seeing newer sectors become more brand-conscious and open to large-format investments. This trend is likely to continue as the league strengthens its position as a key marketing platform in the country,” he said. 

Meanwhile, Sharma noted that IPL has evolved into a cultural moment that cuts across demographics and geographies, making it increasingly category-agnostic and relevant for diverse sectors to connect with audiences at scale.

“IPL today has evolved beyond a sporting platform into a cultural moment that cuts across demographics, geographies, and consumer segments. This naturally makes it more category-agnostic, enabling various brands from diverse sectors to find relevance and connect with audiences at scale,” he concluded.