The Business of Cricket: Sponsorships & Billion-Dollar Leagues
Cricket’s Billion-Dollar Boom
Cricket has evolved far beyond a beloved sport—it’s now a multi-billion-dollar business, powered by blockbuster sponsorship deals and the meteoric rise of franchise leagues. The sport’s commercial transformation is most vividly seen in the Indian Premier League (IPL), but the ripple effects extend across international competitions and domestic leagues worldwide. Today, cricket sponsorships account for an annual spend of over $405 million, with India leading the way thanks to the IPL’s enormous appeal and market size[2].
The Rise of Leagues: IPL & Beyond
The introduction of the Twenty20 (T20) format, especially through the IPL, revolutionized cricket’s business landscape. No longer limited to national teams, players in franchise leagues have become marketing icons, signing lucrative deals with global brands[2][3]. IPL franchises generate an estimated $70 million per series from sponsorships, and in 2025, total revenues from team partnerships are expected to surge by 15-20%, reaching nearly $156 million[4].
Top teams such as the Mumbai Indians and Chennai Super Kings now earn between $12-$18 million each season from sponsorships alone. The value of jersey sponsorships has also skyrocketed, with Mumbai Indians securing a record $4.8 million for their front-of-jersey spot—a 33% jump from the previous year[4].
The league format has also encouraged innovative fan engagement, from branded stadium experiences to digital activations and influencer campaigns. Partnerships with entertainment brands (like Pokémon and Fujifilm Instax) bring new audiences to the game, while brands like Dream11, Reliance Jio, and Coca-Cola sponsor multiple teams to maximize their visibility[4].
Sponsorships: The Engine of Cricket’s Economy
Sponsorships are the lifeblood of cricket’s modern economy. Financial services, telecommunications, and soft drink companies are the biggest investors, spending tens of millions annually for the rights to associate with the sport[2]. India leads global sponsorship spend with $165 million per year, followed by international events, England, and Australia. The IPL itself has sold title sponsorships at rates as high as $14 million per year[2].
Cricketers, too, have cashed in. Star players like Jasprit Bumrah, Virat Kohli, and Rohit Sharma attract some of the largest individual sponsorship deals, representing brands ranging from tech to apparel and banking[3]. Their on-field performance and social media presence have turned them into powerful marketing assets, with deals often extending beyond cricket into lifestyle and entertainment.
The flood of betting sponsorships is a recent trend, especially after the COVID-19 pandemic. Research shows at least 165 sponsorships between betting companies and cricket teams or tournaments since 2020, with many more likely unreported[1]. While controversial, these deals underscore the intense competition for brand visibility in cricket’s commercial sphere.
Challenges & Changing Trends
The business of cricket isn’t without its challenges. The surge in betting sponsorships has raised ethical questions and regulatory scrutiny, especially with some deals linked to illegal or questionable operators[1]. The race for prime branding spots has also made sponsorships more expensive and competitive.
At the same time, cricket’s global market continues to expand. Brand activations, digital engagement, and league innovations are reshaping how fans interact with the sport. As cricket’s audience diversifies—spanning Asia, Europe, North America, and beyond—the sponsorship market is expected to keep growing, driving new revenue streams for teams, leagues, and players[5].
The Future: Billion-Dollar Leagues & Digital Fanbases
Cricket’s future will be defined by league-driven growth, cutting-edge sponsorship strategies, and digital fan engagement. Franchise values are soaring, and brands are investing in immersive experiences, influencer partnerships, and global campaigns. With league revenues and sponsorship deals continuing to break records, cricket’s business transformation shows no signs of slowing.
Whether you’re a fan, player, or marketer, the business of cricket today is as dynamic and unpredictable as the game itself—where billion-dollar deals and creative branding are now part of the action.
Watch: The IPL’s Business Revolution
This recent video breaks down how the IPL transformed cricket with its financial innovations and global marketing appeal. Check the comments for fan insights and reactions!