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Dream11 exits IPL jerseys as teams sign new principal sponsors
Several IPL franchises are set to unveil new principal sponsors for the upcoming season, with deals priced 15-20% higher than previous contracts. This shift sees legacy brands like Birla Estates and Hero Vida replacing gaming companies such as Dream11, reflecting a recalibration in cricket sponsorships.
Mumbai: Several Indian Premier League (IPL) franchises are preparing to unveil new front-of-jersey, or principal, sponsors for the upcoming season, reflecting a shift in sponsorship partnerships after several years in which Dream11 featured prominently, according to people familiar with the discussions.
The new deals are expected to be priced 15-20% higher than earlier contracts, underlining the continued strength of the IPL's commercial pull despite churn across advertiser categories. Most franchises were earlier in the ₹18-22 crore range, with Kolkata Knight Riders and Gujarat Titans commanding higher valuations. Royal Challengers Bengaluru's deal was valued at about ₹25 crore per year.
With the exception of Royal Challengers Bengaluru, which has signed Nothing as its principal sponsor in place of Qatar Airways, most teams have replaced Dream11 with new partners at higher valuations.
Franchises may end several years-long partnerships with gaming co Dream11
Gujarat Titans has signed Birla Estates as its principal sponsor, while Kolkata Knight Riders has brought in Hero Vida. Lucknow SuperGiants is likely to onboard JK Cement, and Punjab Kings is expected to partner with CP Plus. Sunrisers Hyderabad and Rajasthan Royals are still in discussions and have not finalised their front-of-jersey sponsors.
Formal announcements are expected soon. Dream11 was previously the principal sponsor of Gujarat Titans, Sunrisers Hyderabad, Kolkata Knight Riders and Punjab Kings. The reset comes amid a broader recalibration in cricket sponsorships, with legacy brands reclaiming visibility after several seasons in which new-age digital and gaming companies dominated team jerseys and on-ground assets.
As reported earlier by ET, advertisers such as Apollo Tyres (₹579 crore) and Asian Paints (₹135 crore) have returned to high-impact cricket properties, reflecting renewed confidence among consumer brands in cricket's reach and consistency.
Industry executives said the shift has been accelerated by regulatory ban affecting real money gaming (RMG) companies such as Dream11 and My11Circle. While the ban on RMG advertising has hit broadcast and digital platforms considerably, the impact on on-ground sponsorships has been relatively limited as jersey branding and stadium signage operate at a lower price point than high-value television and streaming integrations, making them less exposed to sudden regulatory swings.
"We are seeing a reaffirmation of the IPL's core strength, its ability to continue attracting India's most ambitious and growth-oriented brands," said Nikhil Bardia, head of Rise Worldwide. "The new partners are category leaders that have invested in the sports and cricket ecosystem over time. They are actively building their consumer narratives and national footprint, and the IPL offers something irreplaceable: the ability to connect with engaged audiences across demographics at scale during a cultural moment that matters." "The sponsorship ecosystem continues to evolve, and the new brands are not replacements but additive," he added. "They reflect evolving corporate priorities, and our role is to anchor franchise portfolios with partners that align with both the IPL and India's economic growth."
Ajimon Francis, MD, Brand Finance India, said, "Despite RMG ban, cricket continues to attract strong advertiser interest, with both established brands and new advertisers increasing presence. Even AI-driven platforms such as OpenAI and Gemini are exploring IPL sponsorships, underscoring the format's commercial pull."
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Source: EconomicTimes
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