BCCI now eyes early IPL, festive ad calendar may stay intact

After industry concerns that a September-October IPL could collide with India’s festive advertising season, BCCI is now considering an earlier window to avoid extreme heat and pre-monsoon

by Kanchan Srivastava
Published: Jun 19, 2026 5:21 PM | 4 min read

The Board of Control for Cricket in India (BCCI) is considering moving the Indian Premier League (IPL) to a March 10-May 15 schedule starting in 2027, in response to concerns about extreme heat and pre-monsoon rainfall risks.
This proposed change could help avoid a clash with India's festive advertising season, which is crucial for many brands, as the IPL currently commands about one-third of the country's annual advertising expenditure.
An earlier IPL schedule may lead to increased competition in the advertising market from March to May, requiring brands to make campaign decisions earlier than usual, potentially impacting budget allocations.
While the shift could enhance the viewing experience by avoiding adverse weather conditions during late-stage matches, it may also limit the availability of IPL inventory for advertisers, maintaining pricing pressure.

The Indian advertising calendar may be heading for another reset — but not in the direction many marketers had feared. After speculation that the Indian Premier League (IPL) could eventually shift towards a September-October window, raising concerns over a possible clash with India’s festive advertising season, the Board of Control for Cricket in India is now considering the opposite: starting the tournament earlier.

BCCI Secretary Devajit Saikia has said the board is exploring a March 10-May 15 window for the IPL from the 2027 season, instead of the current late-March to late-May schedule. The proposed change, driven by extreme heat and pre-monsoon rainfall risks, could coincide with the league’s 20th edition.

“This year, the IPL started around March 29th (28th), and it was over by May 31. Only thing which we are discussing is that during the fag end of the tournament after May 15... there is apprehension of having rainfall or pre-monsoon season starting. On the other hand, there is hot weather which is not very conducive either for the players or for the crowds,” Saikia told PTI on Thursday.

For the media and advertising industry, the development is significant, especially since IPL media rights will be up for renewal next year.

Earlier, IPL chairman Arun Dhumal had indicated that the league could consider a September-October window in the future, citing heat, player fatigue and scheduling pressures. That possibility had triggered concern across the advertising ecosystem because the IPL and the festive season are India’s two biggest advertising peaks.

Read: IPL in Sept-Oct? India’s ad calendar may face its biggest shake-up yet

Industry estimates suggest IPL commands roughly one-third of India’s annual advertising expenditure, while the festive season accounts for nearly 40-50% of yearly spends. Had the two windows converged, nearly 70-80% of annual AdEx could have been concentrated into a compressed three-to-four-month period, forcing brands to choose between cricket-led visibility and festive-led consumption campaigns.

Saikia has also indicated that the BCCI is not considering an immediate expansion from 74 to 94 matches because of international calendar constraints. For advertisers, that means IPL’s premium inventory may remain limited. If demand stays strong and match count does not expand, pricing pressure could continue.

IPL stays a summer property

If the IPL moves to March 10-May 15, the tournament would remain a summer property and retain its distance from the festive quarter. That would be a relief for FMCG, auto, consumer durables, ecommerce, fashion, jewellery, retail and financial services brands that depend heavily on festive campaigns for demand generation.

It would also give non-sports media some breathing room. General entertainment channels, print, radio, outdoor, influencer marketing and non-sports digital video would not have to compete directly with IPL during the biggest consumption period of the year.

But the shift will not be frictionless. An earlier IPL could protect the festive calendar, but it may intensify competition in the March-May advertising window.

“Bringing IPL forward by nearly two weeks would force advertisers to lock campaign decisions earlier, potentially even before the new financial year begins. That could affect budget phasing, as many large advertisers finalise annual media allocations around the fiscal-year transition,” said two marketers.

“If IPL starts around March 10, agencies and brands may need to commit inventory, sponsorships and creative assets much earlier than usual. For broadcasters and streaming platforms, this could advance the sales cycle. For marketers, it could mean less room for late tactical decisions,” they added.

The upside is that the tournament would likely avoid the most difficult part of May, when player fatigue, crowd comfort and operational conditions become more challenging. Better weather conditions could improve stadium experience, reduce disruption risk and preserve the quality of late-stage matches, including playoffs and finals.

“That matters commercially. The final two weeks of the IPL are among the most valuable for broadcasters, streamers, sponsors and advertisers. If pre-monsoon showers or extreme heat affect match operations, viewer experience or attendance, the impact is not only sporting but also commercial,” said a brand head.