Top 5 Title Sponsors in IPL History
The Indian Premier League is one of the greatest, most-watched and eagerly awaited sport tournaments globally. Held annually during the March-May period, it features some of the most popular players of the world competing against each other throughout the league. Since its inception in 2008, IPL as a concept has also attracted several brands to associate themselves with the tournament and capitalize on the cash-rich and high visibility platform.
The IPL’s allure extends far and wide away from the cricketing community, bringing in audiences from diverse demographics and locations. Its star-studded opening ceremonies, celebrity ownerships and endorsements, and nail-biting matches have transformed the T20 cricket into a spectacle that transcends beyond the boundaries of the sport. The IPL brings in a genus of novel title sponsors every couple of years. Some of these sponsors are household names, while others have been relatively unknown.
Let’s take a look at the journey of the top five IPL title sponsors that have created an identity synonymous with the tournament and increase their brand value through this partnership.
- DLF – A prominent real estate company and one of the largest diversified conglomerates operating out of Gurugram, the Delhi Land & Finance kicked off the IPL journey as its first ever title sponsor. Securing a four-year deal from 2008 to 2012, the company set the barometer for future title sponsorships in the league. DLF’s association with the IPL set the path for providing the expected grandeur to the tournament’s formative years. In the 2008 inaugural season DLF bagged the title sponsorship and paid approximately INR 40 crores per season, making it one of the most expensive sponsorships in cricketing history. They did not renew the deal in 2012 because it was reported that the company was facing a financial crunch situation.
- PEPSI – The beverage colossus came in as a replacement to the previous sponsor, and joined forces in the titular capacity in 2013 when DLF decided to not extend the arrangement. Pepsi was the official drinking partner of the league from 2013 to 2015. The soft drink giant took over the reins by signing a five-year lucrative deal worth INR 80 crores approx. per season. However, the partnership lasted only for three seasons, until 2015 due to a corruption scandal compelling Pepsi to withdraw its name earlier than agreed.
- VIVO – Following Pepsi’s debatable exit, the Chinese mobile manufacturer VIVO stepped in as the title sponsor for the 2016 season by signing a two-year deal with BCCI for a payment of around INR 100 crores per year. In 2018, this sponsorship contract was extended, showcasing the brand’s commitment to bank in on the rising popularity. Vivo renewed and secured the sponsorship rights yet again for the 2018 and 2019 editions and agreed to shell out a staggering amount of INR 440 crores per year.
- Dream 11 – In the year 2020, the massively popular fantasy game platform Dream 11 stepped in as the fourth company to replace Vivo and earned the tag of being the title sponsor for the following season. The gaming magnet sealed a deal more than worth INR 220 crore. Despite being half the amount of VIVO’s deal, Dream11’s association brought stability to the tournament during uncertain times. However, their stint was short-lived, as Vivo returned in the following season, concluding Dream11’s title sponsorship after 2020.
- Tata – The latest corporate powerhouse to replace the previous sponsor Vivo in 2021 was India’s largest commercial conglomerate – the Tata Group. With its global presence and an enviable market holding, Tata joined forces as the title sponsor for the 2022 edition, and it has continued until the latest IPL held in 2024. It entered the scene by securing a two-year deal worth INR 350 crore annually.
In 2024, the dynamic and highly ranked business corporation clinched the title sponsorship rights for a second time and that too at an even higher impressive price of INR 500 crore per season, until 2028. These ground-breaking magnum houses have showcased the big flow of money that IPL commands, making it one of the richest and largest leagues across the globe, with high sums of moolah involved in ensuring smooth operations of the matches by the BCCI.
By: Tulika Agarwal
