Beyond the Boundary: Why brands continue to bet big on BCCI sponsorships

The Board of Control for Cricket in India (BCCI) has once again demonstrated the commercial strength of Indian cricket. By increasing the reserve price for title sponsorship rights from ₹4.2 crore to ₹4.9 crore per match for the new cycle ending March 2028, the board has sent out a clear message—cricket remains one of the country's most valuable marketing platforms.

The revised pricing means that the title sponsorship package could be worth nearly ₹170 crore at the base level. Associate sponsorship prices have also gone up, reflecting the confidence the BCCI has in the market's appetite for cricket.

Every time these rights come up for bidding, one question returns. Why are brands willing to invest hundreds of crores in cricket sponsorships when measuring the actual business impact is far from easy?

Visibility Is Easy to Measure. Business Impact Is Not.

Modern marketers have become obsessed with measurement. Every digital campaign is expected to demonstrate clicks, conversions, leads and sales. Yet when it comes to large sporting sponsorships, the conversation becomes very different.

A title sponsor receives extensive visibility across television broadcasts, digital streaming platforms, stadium branding, press conferences, social media conversations and news coverage. Millions of viewers see the brand repeatedly during every match.

But can anyone confidently say how many new bank accounts were opened, insurance policies sold or beverages purchased purely because of that sponsorship?

The answer is much harder to establish.

Unlike digital advertising, where every interaction can be tracked, the impact of sports sponsorship often works at the level of perception rather than immediate transactions.

That, however, does not reduce its value.

Cricket Is More Than a Sport

Very few countries enjoy the emotional connection with one sport that India enjoys with cricket.

For millions of Indians, cricket is not simply entertainment. It is a shared national experience. Families watch together, offices pause during important matches, and social media comes alive with every boundary and wicket.

Brands understand this emotional connection.

When a company associates itself with Indian cricket, it is not merely buying advertising space. It is becoming part of moments that people remember.

That emotional association cannot always be measured in quarterly sales reports, but it contributes significantly to long-term brand equity.

The Numbers Continue to Impress

One reason brands continue to bid aggressively is simple as cricket consistently delivers audiences.

Whether the match is broadcast on television or streamed digitally, India's cricket matches continue to generate massive viewership. Bilateral series attract impressive audiences, while marquee contests against teams such as Australia, England or Pakistan the viewership climbs.

Every major tournament demonstrates the same trend. Cricket remains one of the few properties capable of bringing together audiences across age groups, income segments and geographies.

From a marketer's perspective, very few media properties can guarantee such consistent reach across various audiences.

In an increasingly fragmented media environment, cricket still delivers scale.

IPL Changed the Sponsorship Game

The Indian Premier League has fundamentally changed how brand’s view cricket sponsorship.

Before the IPL, sponsorship was largely associated with international cricket. The IPL transformed cricket into a year-round marketing platform, combining entertainment, celebrity culture and regional loyalty.

More importantly, it created confidence brought in that element of trust.

Brands witnessed the enormous engagement levels, extensive media coverage and continuous conversations generated by cricket. The success of IPL sponsorships has strengthened the belief that investing in cricket is a relatively safe branding decision. It is always on the CMO’s mind to look at cricket when they plan their annual media strategy for the year.

This confidence naturally extends to BCCI's international cricket properties as well.

Trust Matters

Another reason cricket continues to attract premium sponsorship is trust.

Despite occasional controversies over the years, cricket remains one of India's most trusted sporting properties. The BCCI has built an ecosystem that consistently delivers packed stadiums, strong broadcast audiences and widespread media attention.

For marketers, predictability has value.

Unlike many newer sporting leagues that are still building audiences, cricket offers established viewing habits and dependable reach.

That reduces risk for advertisers making large investments.

Not Every Brand Can Participate

An interesting aspect of the latest bidding process is that participation has become more structured. Apart from higher reserve prices, the BCCI has also laid down eligibility conditions in line with government regulations, which means certain categories of businesses will not be allowed to participate.

This narrows the field of bidders while ensuring that the sponsorship ecosystem remains aligned with regulatory requirements.

The result is likely to be stronger competition among eligible brands.

Is There Enough Research on Sponsorship Effectiveness?

One area that deserves greater attention is sponsorship measurement.

Companies investing hundreds of crores should ideally go beyond media impressions and visibility reports. They should examine whether the sponsorship has improved brand awareness, consideration, customer trust and purchase intent.

Research can answer several important questions.

Has brand recall improved after the sponsorship?

Has consumer perception become more favourable?

Has the sponsorship strengthened customer loyalty?

Has it influenced business outcomes over a longer period?

Unfortunately, very few such studies enter the public domain. As a result, marketers often rely on visibility metrics rather than comprehensive effectiveness measurement.

With sponsorship investments becoming larger every cycle, the need for independent evaluation has become even more important.

The Real Value Lies Beyond the Logo

Perhaps the biggest mistake is to evaluate cricket sponsorship only by looking at the logo displayed on television.

Successful brands today activate these partnerships across multiple platforms. They create digital campaigns, engage consumers through contests, involve influencers, develop retail promotions and produce exclusive content around the tournament.

The sponsorship becomes the foundation of an integrated marketing programme rather than a standalone branding exercise.

The companies that maximise this ecosystem are often the ones that derive the greatest value.

The Final Over

The BCCI's decision to increase sponsorship reserve prices reflects the enduring commercial strength of Indian cricket. The board clearly believes that demand will continue despite the higher entry cost.

For brands, the attraction remains unchanged. Cricket delivers unmatched reach, emotional engagement and nationwide visibility. It offers something that very few media platforms can replicate the ability to unite millions of Indians around a common passion.

The challenge, however, is no longer whether cricket is worth sponsoring. It is whether brands are investing enough effort to measure what these sponsorships actually deliver beyond visibility.

As sponsorship costs continue to climb, the smartest marketers will be those who not only buy the rights but also build the right metrics to judge their true business value.