Why startups are moving away from big-budget IPL bets toward more measurable growth

Earlier, IPL Was the Obvious Choice

For many years, the Indian Premier League was the go-to platform for startups that wanted to grow fast. If a company had funding, advertising on IPL almost felt like a default decision. It gave instant visibility across the country, something that would otherwise take years to build.

Brands like BYJU'S, Dream11 and CRED used IPL very effectively. Their ads were seen repeatedly during matches, and over time people started recognizing them easily. It helped them move from being unknown startups to well-known brands in a short span.

At that time, most startups were not too worried about profits. The focus was on growth. The idea was simple—acquire users quickly, capture market share, and think about monetization later. In that environment, IPL made complete sense.

The Mindset Has Shifted

Things started changing after 2022. Funding slowed down, and investors became more cautious. Startups could no longer afford to spend freely without clear results. There was more pressure to show that the business could eventually make money.

Because of this, the way companies think about marketing has also changed. It is no longer just about reach or visibility. Now, teams are asking more practical questions. How much does it cost to acquire a customer? Do those customers stay? Are they generating revenue over time?

Metrics like customer acquisition cost and lifetime value have become more important than simple numbers like app downloads or impressions. This shift has made startups more careful about where they invest their marketing budgets.

High Cost, Uncertain Returns

IPL still offers massive reach, and that hasn’t changed. Millions of people watch the matches, and it remains one of the biggest events in the country. But the cost of advertising has increased a lot.

A short ad during a key match can cost a significant amount, and sponsorship deals are even more expensive. For startups that are trying to manage their spending carefully, this becomes a difficult decision.

The bigger issue is that the return is not always clear. Just because an ad is seen by millions does not mean it will lead to conversions. Many viewers may not be the target audience for a particular startup. This makes it hard to justify the cost, especially when compared to digital channels where performance can be tracked more clearly.

Digital platforms allow companies to target specific users, measure results in real time, and adjust campaigns quickly. This level of control is one of the main reasons why startups are shifting more towards digital marketing.

Too Much Clutter

Another challenge with IPL today is the sheer number of brands advertising at the same time. Ads appear everywhere—during the match, on streaming platforms, on team jerseys, and even inside the stadium.

Because of this, standing out has become harder. Just being present is not enough anymore. A brand needs to appear multiple times and across different formats to make an impact. This increases the overall cost even further.

Large companies like Reliance Jio and Tata Group can manage this because they have bigger budgets and can sustain high visibility throughout the tournament. Startups, on the other hand, often cannot spend at that level, which means their campaigns may not get noticed as much.

Different Kind of Startups on IPL Now

Startups have not completely stopped advertising on IPL, but the type of companies has changed. Earlier, many fast-growing, heavily funded startups used IPL to gain quick recognition. Companies like Unacademy and Upstox are good examples of this approach.

Today, the startups that advertise on IPL are usually more established. They already have a stable user base and better control over their business. For them, IPL is not about testing the waters. It is more about strengthening their brand and reaching a wider audience.

Their campaigns are also more planned. Instead of relying only on IPL, they often combine it with digital marketing to track performance better and improve results.

Audience Attention Has Changed

Even though IPL still has huge viewership, the way people watch it has changed. Earlier, people would sit and watch matches with full attention. Now, most viewers are using multiple screens at the same time.

It is common for someone to watch a match while also scrolling through social media, chatting, or shopping online. This means that even if an ad is shown, it may not get full attention.

For startups, this matters a lot. Their marketing usually depends on clear communication and quick action from users. If attention is divided, the effectiveness of ads can reduce.

IPL Is No Longer the First Step

Because of all these factors, IPL is no longer the starting point for most startups. Instead, companies focus on building their base first. They work on improving their product, acquiring users through digital channels, and making sure their numbers are strong.

Only after reaching a certain level of stability  they do  consider investing in a large platform like IPL. At that stage, the goal is not just to grow, but to strengthen brand presence at a national level.

Final Thought

Startups are not moving away from the Indian Premier League completely. What has changed is how they look at it. Earlier, it was seen as a quick way to grow. Now, it is seen as a big investment that needs to be carefully planned.

In many ways, this shift shows that startups are becoming more mature. They are focusing less on rapid expansion at any cost and more on building sustainable businesses.

IPL is still one of the most powerful platforms in India. But today, it works best for companies that are already strong and ready to invest at a level where they can truly stand out.