Steve Jobs famously said, “You can’t connect the dots looking forward; you can only connect them looking backwards.”
The same is true with technology — you never really know what’s happening; you only get to know in hindsight, in retrospect.
I think that’s what’s happening with digital technology and the IPL — the Super Bowl of India — with only a two-month runtime and a fan base that dwarfs most other global sporting leagues. But 2025 isn’t just another season; it’s the year where AI, personalisation and performance marketing have truly taken over, redefining how the IPL is consumed, marketed and monetised.
Ladies and gentlemen, I think we have truly turned the corner, and digital history is being made.
So what’s new, pussycat?
Frankly not everything is new — in 2024, we saw influencer marketing hit new peaks, regional content surge and gamification deepen fan engagement.
Here’s what’s making the big splash this year:
AI-powered personalised viewing
Gone are the days when everyone watched the same match feed. JioCinema and Star Sports have rolled out AI-driven interactive features, offering personalised commentary, real-time match predictions and immersive 3D replays. The AI dynamically adjusts content based on your watching habits — whether you’re a hardcore stats nerd, a casual fan or just there for the post-match memes.
Shoppable livestreaming — buy as you watch
E-commerce meets cricket, and it’s beautiful. JioCinema’s integration with Flipkart and Reliance Retail allows fans to purchase jerseys, snacks, and even limited-edition merchandise straight from the livestream. Brands are offering time-sensitive discounts triggered by in-game moments — miss a six by Kohli, and you’ve got 10 minutes to grab his jersey at 30 per cent off.
AI-powered meme marketing in real time
Social media and IPL go together like butter chicken and naan. But now, brands aren’t just reacting to big moments — they’re predicting them. AI-powered content generators are churning out memes, GIFs and short clips within seconds of match-changing moments. The result? Social feeds flooded with IPL content at lightning speed, making it almost impossible to escape the cricket frenzy.
Second-screen engagement: The fans call the shots
Fans are no longer just watching — they’re influencing the action. This year, IPL has introduced real-time voting for in-stadium experiences — like choosing which song plays after a six or deciding a team’s post-match celebration. It’s participation marketing on steroids, turning IPL into a truly interactive, community-driven event.
AI-powered fantasy cricket and betting insights
Fantasy leagues and betting apps are now using AI to provide real-time insights on player form, weather impact and probability-based predictions. Chatbots on WhatsApp and Telegram deliver personalised recommendations. I’m not sure how legal the betting is, though.
The rise of IPL metaverse and AR fan experiences
Forget boring team apps. Franchises like Mumbai Indians and Chennai Super Kings have launched metaverse stadiums, where fans can create avatars, interact and experience exclusive digital content. Augmented reality (AR) is also bringing virtual player holograms into retail stores and stadiums, letting fans pose with their favourite cricketers in real time.
Performance marketing dominates ad spends
Brands are done playing the reach game. IPL 2025 is seeing a huge shift towards performance marketing, with AI-driven ad placements for better conversion rates. Connected TV (CTV) ads, dynamic creative optimisation and real-time bidding are making advertising less about visibility and more about measurable impact.
Go regional or die
With a 92 per cent spike in vernacular content consumption, IPL marketing is deeply personalised at the linguistic level. We’re seeing more Bhojpuri-, Punjabi-, Malayalam-, and Tamil-first campaigns than ever before. Add to that dark social marketing (WhatsApp, Telegram groups) and, suddenly, the IPL experience isn’t just mass-market — it’s hyper-niche, yet scalable.
Mano ya na mano, microinfluencers are now building brands
Brands are investing heavily — an estimated ₹550 crore — on influencer partnerships during IPL 2025. This approach leverages influencers’ authenticity and reach to engage with fans effectively.
Last year, we saw 3.15 lakh influencer posts, generating over 320 crore engagements in just three months. I think, Reliance Campa Cola will be a big influencer-driven exercise this year.
It’s not (just) cricket
IPL 2025 is a case study in AI-led engagement, interactive marketing, and digital commerce at scale. It’s not just about watching the game, it’s about living it, interacting with it and even profiting from it in real time.
Welcome to the future of marketing — IPL 2025 is the perfect blueprint.
(Shubho Sengupta is a digital marketer with an analogue past)