In India, cricket is not just a game it is an emotion, a unifying force, and for many, almost a religion. When a cricket match is played, streets empty, offices pause, and millions of eyes remain glued to screens. But while fans celebrate sixes, wickets, and last-ball thrillers,another equally powerful game is happening behind the scenes: cricket sponsorship.
For brands, cricket sponsorship is not merely about logos on jerseys, it’s about building trust, creating emotional connections, and reaching a billion dreams at once. Yet, despite its massive popularity, the true potential of cricket sponsorship in India remains largely untapped.
Why Cricket Sponsorship Works in India
The influence of cricket in India cannot be overstated. With over 1.4 billion people and cricket being the most loved sport, sponsorship provides brands a unique chance to become part of this cultural heartbeat.
- Massive Reach – From international matches to the Indian Premier League (IPL), cricket offers unmatched visibility across TV, stadiums, and digital platforms.
- Emotional Engagement – Fans don’t just watch cricket; they feel it. A brand that supports their favorite team or player instantly gains their trust.
- High ROI – Unlike traditional advertising, cricket sponsorship blends emotion with visibility, ensuring that every rupee spent returns in amplified brand awareness and customer loyalty.
When done right, cricket sponsorship is not an expense, it’s an investment in trust.
Famous Case Studies: Brands That Won Big
To understand the power of cricket sponsorship, let’s look at some real-life examples that transformed brands into household names.
Dream 11 and IPL
Dream11 went from being a relatively unknown fantasy sports platform to India’s number one brand in its category, largely through cricket sponsorship. By sponsoring the IPL, they didn’t just gain exposure they became a part of cricket conversations across every household.
Virat kohli and puma
When Virat Kohli, one of the world’s most influential cricketers, partnered with Puma, it was more than an endorsement. It was storytelling aligning Puma’s global fitness and performance identity with Virat’s relentless discipline and passion. The result? Puma dominated the sportswear market in India.
Byju's and team india
Byju’s, an ed-tech startup, made a bold move by becoming the official sponsor of Team India jerseys. The emotional attachment of fans to the national team gave Byju’s instant credibility and recognition in every corner of the country.
The Hidden Potential Still Untapped
Despite its success stories, cricket sponsorship in India has many unexplored opportunities:
- Beyond IPL and International Matches Brands often focus only on high-profile tournaments, but domestic cricket, Ranji Trophy, and even university cricket offer cost-effective yet impactful sponsorships.
- Women’s Cricket With the Women’s Premier League (WPL) gaining traction, brands have a fresh opportunity to connect with audiences who value equality, empowerment, and growth.
- Grassroots and Regional Leagues Sponsoring grassroots cricket allows brands to build authenticity and long-term loyalty. Supporting a young athlete or local tournament resonates strongly with communities.
- Digital Sponsorships The rise of OTT platforms, fantasy leagues, and cricket apps has created new avenues. Brands can sponsor match predictions, live scoreboards, or even interactive fan engagement campaigns.
This hidden potential is where the smartest brands will invest today to become leaders tomorrow.
Why Agencies Matter in Cricket Sponsorship
A story worth investing in.While the opportunities are enormous, cricket sponsorship is also complex. Choosing the wrong athlete, overpaying for deals, or missing alignment between brand values and player image can cost millions. This is where agencies step in.
A professional sponsorship agency plays three crucial roles:
Finding the Right Fit – Matching brands with athletes or teams that align with their core values.
Negotiating for ROI – Ensuring every deal maximizes visibility without overspending.
Building Long-Term Partnerships – Going beyond a logo placement to create meaningful campaigns that fans remember.
Agencies like SponsorStone bridge the gap between passion and profit, ensuring sponsorships are not just transactions but long-lasting stories.
The Future of Cricket Sponsorship in India
The landscape of cricket sponsorship is evolving rapidly:
- Digital-First Audiences – With millions streaming cricket online, digital sponsorships (ads, content integration, influencer tie-ups) are becoming critical.
- Women’s Premier League (WPL) – Early movers will benefit from a growing audience passionate about women’s cricket.
- Regional Growth – As cricket expands into smaller towns and states, brands can tap new markets through local sponsorships.
- Global Opportunities – Indian cricketers are global icons, giving brands international exposure through smart sponsorships.
The future belongs to brands that combine creativity with trust those who see cricket not just as a sport but as
Conclusion: Unlocking the Hidden Power
Cricket sponsorship in India is not just about visibility, it’s about emotions, trust, and long-term impact. From Dream11’s rise to Virat Kohli’s partnership with Puma, success stories prove that the right sponsorship strategy can turn brands into legends.
But the real magic lies in exploring untapped opportunities grassroots cricket, women’s leagues, and digital platforms. And to unlock this magic, brands need the right agency by their side.
At SponsorStone, we help brands and athletes create partnerships that inspire, connect, and deliver ROI. If you’re ready to discover the innovative hidden potential of cricket sponsorship in India, let’s start today.