Priyanka Tiwari
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The 18th edition of the Indian Premier League (IPL) is set to become a lucrative opportunity for influencers and influencer marketing firms. According to Qoruz, an influencer marketing platform, brands are expected to invest Rs 550 crore in influencer collaborations during IPL 2025. This represents a significant increase from previous seasons as brands realize the power of influencers in driving consumer engagement.
Categories of Brands Investing in IPL Influencer Collaborations
The breakdown of this Rs 550 crore investment reveals a clear trend. Entertainment and streaming platforms are predicted to have the highest share, making up 30% of the total investment. Other major sectors include:
- FMCG (Fast-Moving Consumer Goods): 25%
- Consumer Electronics: 15%
- E-commerce and D2C (Direct to Consumer): 15%
- Automobile Industry: 10%
These sectors are using influencer marketing to engage with the IPL audience, tapping into the season's excitement to boost brand visibility.
Influencer Engagement Expected to Soar in IPL 2025
In IPL 2024, influencers generated an impressive 3.2 billion engagements across 3,15,000 posts related to cricket. As IPL 2025 draws closer, expectations are high for even greater numbers, with brands increasingly integrating influencer partnerships into their marketing strategies. Influencers have become a critical part of the advertising mix, not just for officially affiliated brands but also for non-sponsoring brands that want to ride the wave of IPL excitement.
Aditya Gurwara, Co-Founder of Qoruz, mentioned that there has been a surge in non-sponsoring brands leveraging influencer collaborations. These brands recognize the immense engagement IPL generates on social media platforms, even if they are not officially sponsoring the event.
Trends from Previous Seasons and Expectations for 2025
Micro-influencers dominated IPL 2024, accounting for 56.27% of all influencer content, with sports-related content leading at 47.46%. Brands are expected to continue targeting this growing trend in IPL 2025. Influencers are already playing a key role in sparking debates, creating meme campaigns, and producing interactive content that resonates with IPL fans.
Praanesh Bhuvaneswar, Co-Founder and CEO of Qoruz, highlighted that IPL is more than just a sporting event in India; it is a cultural phenomenon. For brands, simply advertising during the match isn't enough. The most successful campaigns will be those that become part of the fan conversations, rather than interrupting them with traditional ads.
Influencer Collaborations Drive Record Engagement
The success of previous influencer campaigns can be seen in the results from brands like JioCinema, Star Sports India, and Dream 11. JioCinema alone recorded an astounding 23.4 million engagements through influencer marketing last season, setting a high benchmark for future collaborations. Brands are now seeking to replicate this success as they aim to tap into the vast IPL audience, whether they are sponsors or not.
A Surge in Non-Live Sports Content Consumption
As per Integral Ad Science, sports enthusiasts in India are spending 20% more time consuming non-live sports content than live matches. This shift presents an excellent opportunity for brands to engage with fans through influencer-driven content. With IPL 2025, influencer marketing on social media is expected to become even more powerful, with advertising revenues projected to hit between Rs 6,000 to Rs 7,000 crore.
App Installations and Engagement Skyrocket During IPL
Brands are not just focusing on influencer engagement during IPL; the season also drives app installations and in-app purchases. Gaming apps saw a sixfold increase in click-through rates (CTR), and music apps recorded a 3.5 times higher CTR. Additionally, Glance, a smart-lock screen company, reported 120 million engagements and a 44% increase in user interaction with cricket-related content.
The Growing Impact of IPL on Social Media Marketing
The influence of IPL extends beyond television and traditional ads. The engagements generated by IPL have made it a game-changer for social media advertising. Brands are now focusing on creating content that blends seamlessly into fan conversations, rather than relying on static, traditional ads. This is helping brands form deeper connections with IPL fans and take advantage of the season's massive cultural impact.
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