Big money, bigger impact: IPL ads drive real sales for FMCG brands

For years, India’s biggest advertisers have poured crores into the Indian Premier League on a mix of faith and fear — faith in the tournament’s unmatched pull, and fear of missing out on the one moment when the country seems to watch together. A new study by JioStar claims that bet is paying off.

The analysis suggests that FMCG brands advertising during the TATA IPL 2025 translated prime-time visibility into measurable gains at the cash register, with sales rising across categories during the tournament. Drawing on offline sales data from more than 4,400 retail stores nationwide, the study offers rare evidence that advertising during India’s most watched sporting event is driving real business outcomes, not just reach.

According to the study, conducted by US-based analytics firm Aintu Inc, FMCG brands advertising on JioStar during IPL 2025 recorded an average 5.7% uplift in sales value. The analysis covered over 40 brands across 15 FMCG categories, making it one of the more comprehensive attempts to link sports advertising with consumer purchase behaviour in India.


The data also highlights that execution matters as much as exposure. Advertisers that ran campaigns across both television and digital platforms saw a 6.3% uplift in sales, compared with 5.3% for single-screen campaigns.

Spending intensity played a decisive role. Brands investing more than Rs 10 crore during IPL 2025 recorded an average 8.4% uplift in sales, nearly double the gains seen by lower-spending advertisers. The findings come despite the steep cost of advertising during the league, where premium match slots command some of the highest rates in Indian television and digital media.

The IPL, launched in 2008, has evolved into one of the world’s most valuable sports properties, blending cricket with entertainment, celebrity ownership and constant advertiser presence.

Media rights for the 2023–27 cycle were sold for a record Rs 48,390 crore, cementing the league’s status as a commercial cornerstone for broadcasters and streaming platforms alike.

Under the 2023–27 media rights cycle, IPL broadcasts and streaming have become a cornerstone for broadcasters and platforms chasing scale, engagement and advertising revenues. The IPL is entering its 2026 season as the most valuable and closely watched sporting property in India, sitting at the heart of the country’s advertising and media ecosystem.

IPL matches routinely draw tens of millions of viewers, while social media engagement peaks around marquee games. The JioStar study suggests that this heightened attention is translating into purchase behaviour, particularly for everyday consumer goods.

"While sports has always been known for its ability to capture audiences at scale, its role today goes far beyond reach and awareness. The focus has shifted to driving impact and delivering measurable outcomes," said Anup Govindan, head of sports sales at JioStar.

Advertisers echoed that view. Parle Products said IPL 2025 helped strengthen traction across its core snack brands, while Hamilton Sciences said its partnership during the tournament delivered tangible shifts in consumer behaviour.

"The season strengthened traction across our key brands from wafers to Marie and turned that cultural excitement into meaningful movement in brand preference and sales," said Mayank Shah, Vice President, Parle Products.

"We're talking about real impact here: advertising that sticks with people, builds genuine connection, and ultimately shifts behaviour. Nothing gets bigger than this," said Saurabh Gupta, Managing Director at Hamilton Sciences.

For the advertising industry, the message is becoming harder to ignore. IPL remains an expensive, high-stakes proposition, but the data suggests that when brands show up at scale, across screens and formats, the tournament still offers something increasingly rare in modern media.