With the Indian Premier League (IPL) 2025 set to begin, brands are gearing up to spend an estimated Rs 550 crore on influencer marketing campaigns, marking a new high for digital-led promotions during the cricketing extravaganza. According to data from Qoruz, an influencer marketing and intelligence platform, IPL 2024 saw a staggering 315,000 influencer-generated posts, driving a massive 3.2 billion engagements. This surge in digital conversations has set the stage for an even bigger influencer push in IPL 2025, as brands race to capture audience attention beyond traditional advertising.
Influencers take centre stage in IPL 2025 marketing
As cricket fever grips the nation, brands across industries are leveraging influencers to engage fans in real-time match discussions, highlight key moments, and create viral content. From micro-influencers to sports content creators, social media personalities are expected to play a central role in shaping IPL-related conversations, making influencer marketing a critical component of brand strategies this season.
According to Qoruz’s projections, the biggest spenders in influencer marketing this IPL will come from the entertainment and streaming sector (30%), followed by FMCG (25%), consumer electronics (15%), e-commerce and D2C brands (15%), and the automobile industry (10%).
Brands compete for digital attention
IPL 2024 witnessed a major shift in advertising trends, with influencer marketing proving to be a dominant force. Data shows that micro-influencers accounted for over 56% of all IPL-related content, while sports content led the engagement charts with a 47% share of voice. Meme-driven content and entertainment-focused collaborations also gained significant traction, reflecting the increasing importance of creative digital storytelling in brand campaigns.
“The IPL isn’t just about cricket anymore—it’s a digital-first entertainment phenomenon. The brands that win this season won’t be the ones simply running ads; they’ll be the ones actively participating in fan conversations. Whether it’s influencer-driven debates, viral memes, or real-time engagement, brands need to integrate into the IPL buzz rather than disrupt it,” Praanesh Bhuvaneswar, co-founder and CEO, Qoruz, said.
While official IPL sponsors have traditionally led the advertising charge, non-sponsoring brands are also making a strong play through influencer collaborations. Many brands outside the league’s official partnership ecosystem—from fintech to lifestyle sectors—are tapping into cricket fandom through sports influencers, digital creators, and viral content strategies.
“You don’t have to be an official IPL partner to make an impact. The smartest brands are those that use influencers strategically to connect with cricket fans authentically. It’s not just about big budgets—it’s about smart, engaging content that feels organic to the IPL experience,” Aditya Gurwara, co-founder and head of brand alliances, Qoruz, added.
Top brands leading the influencer marketing game
During IPL 2024, some of the most engaged brands through influencer collaborations included JioCinema, Star Sports India, Dream11, Puma, Swiggy, Zomato, Cricbuzz, and Paytm. JioCinema alone recorded 23.4 million interactions through its influencer-led initiatives, setting a benchmark for others aiming to capture IPL’s vast digital audience. As IPL 2025 approaches, brands are preparing for an even more competitive digital marketing battleground.