The 30+ club: IPL franchises scale up brand ecosystem

As the Indian Premier League’s commercial ecosystem expands in 2026, a clear divergence is emerging in sponsorship depth across franchises. While all teams operate layered rosters, the scale and spread of brand associations vary sharply, reflecting differences in brand equity, performance and commercial strategy.

e4m earlier reported that industry experts estimate IPL commands a significant share of annual marketing budgets, with brands allocating roughly 5–15% depending on category and objectives. Based on disclosures this season, the average allocation stands at 8–12%, reinforcing IPL’s position as a high-impact, short-duration property within broader marketing plans. 

At the top end, Mumbai Indians lead with 30+ partnerships, marking a 20% year-on-year growth, with a portfolio spanning aviation, AI, technology, oral care, beverages, mobility and lifestyle. Key partners include Malaysia Airlines, Google (Flex by Google Pay, Google Search AI, Gemini), Colgate, Budweiser 0.0, Avon Cycles and Oaksmith Packaged Drinking Water, alongside long-term associations such as Lauritz Knudsen, Astral Pipes, Jio, Skechers, Cadbury, Amul, Usha, DHL and BKT. The roster also features Netflix, Pokémon, Plum, Big Ant Studios, New Era, Real Cricket and Toytonics, highlighting a depth-led, multi-platform model.

Kolkata Knight Riders mirror this scale with a 30+ brand ecosystem, anchored in long-term, integrated partnerships. Their jersey features VIDA, RR Kabel, BKT Tyres, Jio, Joy Skin Care, Vikram Solar, JAC Olivol, Google Pay and Amaron, supported by official partners such as Thums Up, Kingfisher, Google Search, Google Gemini, Dream11, HDFC Life, Veedol, Ai+ Smartphone, Disha Eye Hospitals, Freemans, Amul Protein and Amul Ice-cream. The ecosystem extends into licensing and merchandising with BGMI, Real Cricket, Big Ant Studios, SIX5SIX, Cricket Icons, Valiente and Milton, reflecting a strong push towards co-created IPs and storytelling-led integrations.

Punjab Kings, meanwhile, have onboarded 24 sponsors, recording 30% growth, with partnerships spanning technology, consumer, infrastructure and lifestyle categories. While individual brand names have not been disclosed, the focus is on long-term, engagement-led collaborations as the franchise positions itself as an experience-driven platform.

Among the fastest-growing, Gujarat Titans have scaled up to 37 sponsors, signalling rising commercial clout in a short span. In contrast, most other franchises operate within a 15–25 partner band, though teams like Royal Challengers Bengaluru, Chennai Super Kings and Delhi Capitals continue to maintain expansive, category-diverse rosters. Mid-tier teams such as Rajasthan Royals and Lucknow Super Giants are building more streamlined portfolios anchored by a few high-value associations.

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Beyond visibility

As sponsorship stacks grow, franchises and brands alike are shifting focus from scale to effectiveness. 

A Mumbai Indians spokesperson told e4m, “At Mumbai Indians, sponsorship has evolved far beyond logo visibility - it’s about becoming part of the fan’s emotional journey. Our fans aren’t just spectators - they’re family. That belief sits at the heart of our #OneFamily philosophy and shapes how we approach every brand partnership.” 

The spokesperson added that the franchise looks beyond logo placement, focusing on how brands enhance the overall fan experience through fan-first access, always-on storytelling and culture-led platforms like The MIX that enable active participation. With live sport remaining one of the last forms of appointment viewing, partnerships are increasingly about storytelling rather than inventory, bringing together a mix of global and Indian, legacy and new-age brands within a broader cultural narrative.

This was further reiterated by Binda Dey, CMO, Knight Riders Sport who explained, “brands today are looking beyond logo visibility toward deeper and more immersive integrations that create stronger engagement and long-term recall.” She added, “at Kolkata Knight Riders, our focus has been on moving from passive visibility to active fan participation, where the brand becomes part of the overall fan experience rather than just a placement.”

Dey pointed to integrations such as the VIDA Knights Box Cricket tournament with 32 fan clubs, the VIDA VX2 Plus KKR edition scooter launch, and the ‘Electrifying Player of the Match’ initiative as examples of this approach. She added that digital IPs like Train Like a Knight with Amul Protein and Dream11 watchalong sessions, along with identity-led and purpose-driven initiatives like the SIX5SIX Black and Gold jersey relaunch and Shahoshi Rani, help extend partnerships into storytelling and community impact.

Meanwhile, Saurabh Arora, CCO, Punjab Kings said the shift is clear, “Logo visibility today is just the starting point, not the end goal. The conversation has clearly shifted from ‘how big is my logo on the jersey’ to ‘how meaningfully does the brand integrate into the fan experience.’”

At Punjab Kings, he said, partnerships are built around tangible value, citing CP Plus’ role in enabling smarter stadium environments and HELL Energy’s alignment with high-energy fan moments and talent building. The most effective integrations, he added, are those that feel organic and enhance the fan experience rather than interrupt it.

From an industry lens, Amyn Ghadiali, Country Head, Gozoop Creative, said team and league sponsorships are becoming more attractive, but only for brands that know how to activate them. He added that sponsorship today is less about visibility and more about access to IP, players and storytelling rights. “Well-activated sponsorships are delivering higher brand recall versus standalone media spends. But here's the catch - 70% of that value is unlocked after you buy the badge. A logo on a jersey doesn't build a brand. What you do with it does,” he added. 

Seamless integrations?

As portfolios expand, avoiding clutter has become a key challenge. Dey said KKR follows a strict fan-first approach, where any integration that disrupts the experience is avoided, regardless of its media value. 

“To avoid clutter, we work very closely with partners to build category-specific IPs and properties so that each brand has a defined space within the ecosystem rather than competing with other partners for visibility,” she said, adding that KKR also follows a digital-first approach, enabling more targeted and strategic integrations across platforms, with a focus on keeping brand presence organic, meaningful and uncluttered.

Arora echoed this, noting that sponsorship today requires discipline, with clear category roles and structured touchpoint mapping to ensure each brand operates within a defined space. 

He said, “Finally, we prioritize quality over quantity. A single, well-executed integration can drive far stronger recall than multiple forced placements. The idea is to ensure that when fans engage with our partnerships, it feels organic and focused, not crowded.”

For Mumbai Indians, partnerships are similarly structured around clearly defined roles, with each brand assigned a distinct objective and narrative. The focus remains on contextual, phased integrations that prioritise relevance over constant visibility. The spokesperson added that partnerships are built as long-term journeys, evolving with the team and its fans, with every integration filtered through the fan experience, amplifying what adds value and reworking anything intrusive.

“Avoiding clutter isn’t about reducing partnerships; it’s about curating an ecosystem where every brand has a clear role, a distinct voice, and a meaningful place in the Mumbai Indians story,” the spokesperson concluded.