JioStar, the official broadcaster and streaming partner of Indian Premier League , aims to cross a billion viewers milestone in terms of reach in the upcoming season. It also wants to widen the advertiser base for the T20 tournament. The broadcaster said it is witnessing strong demand from advertisers from various categories such as air-conditioners , FMCG , paints and fintech among others for the upcoming season of IPL.

Sources said that some of the key brands that have already finalised sponsorship deals for IPL include Campa, My11Circle, SBI and Amul.

Ishan Chatterjee, Chief Business Officer, Sports Revenue, SMB & Creator, JioStar said, “ Brands are very bullish and we are seeing high demand from advertisers for the upcoming season of IPL. They understand that in terms of reach and scale IPL is a tentpole event. Last year alone, IPL reached 525 million viewers on linear TV and 425 million on handheld devices. Given the strong consumer engagement that we are seeing with cricket in terms of recent tournaments, we are confident of crossing a billion viewers this year in terms of reach.”

The company said that tailor-made innovative solutions are being offered to advertisers for their engagement strategies.

“ Brands can effectively engage with a wider cohort of affluent audiences through CTV, HDTV and premium HH devices. We are also seeing strong growth in female viewership which makes IPL of great interest to brands in categories such as FMCG. Also much sharper location-targeting opens up IPL as a key branding opportunity for different kinds of advertisers,” Chatterjee added.

He said that already strong interest is visible from players in categories such as air-conditioners, beverages, electrical appliances, BFSI especially fintech, mobile handsets and fantasy gaming among others.

The broadcaster is also working towards widening the advertiser base. It has launched an SMB Outreach, which is in the process of being organised across ten cities. “ We want to democratize access to IPL for a wider set of advertisers. IPL can drive growth for not just large corporations but also small and medium enterprises. We are trying to make it simple for advertisers to execute their marketing plans and helping them to optimize their presence on IPL,” he added

The broadcaster said it is offering pricing and scalable advertising options to make IPL advertising accessible to SMBs. It is also offering tech solutions and ad formats to ensure brands can choose their engagement strategy.

Published on March 3, 2025