Brands are expected to invest $66 million (₹550 crore) in influencer-led campaigns during the Indian Premier League (IPL) 2025, according to new research from Qoruz, an intelligence platform tracking over 3,000 brands and their influencer marketing activities.
The projections for IPL 2025 are based on data collected during the 2024 season and current market trends.
The report builds on earlier Qoruz research, which revealed that India’s creator economy expanded from 962,000 influencers in 2020 to 4.06 million in 2024, marking a 322% increase that underscores the importance of creator-driven content in brand marketing strategies.
Industry Breakdown
The research identifies Entertainment & Streaming Platforms as the leading sector for influencer marketing spend during IPL 2025, accounting for 30% of the projected investment. Other major contributors include:
FMCG: 25%
Consumer Electronics: 15%
E-commerce & D2C Brands: 15%
Automobile Industry: 10%
Others: 5%
These projections derive from historical data and current market analyses and reflect strategic priorities in digital marketing during the cricket tournament.
Engagement Metrics
Data from IPL 2024 shows 315,000 posts from influencers during the tournament months (March, April, and May 2024), generating 3.2 billion engagements. This represents year-over-year growth in social media activity related to the cricket championship.
Image credit: Qoruz
Micro-influencers dominated the 2024 season, producing 56.27% of all influencer content. Sports-related content led with a 47.46% share of voice, followed by arts & entertainment (23.60%) and meme content (7.27%).
Image credit: Qoruz
Brand Participation Categories
The research identifies two primary categories of brands leveraging influencer marketing during IPL:
Official IPL Sponsors: These brands incorporate influencer marketing into their broader media strategy alongside television, digital, and on-ground activations.
Non-Sponsoring Brands: Companies without direct IPL sponsorship still invest in influencer marketing during the tournament. These brands span sectors including fintech, e-commerce, and lifestyle, partnering with sports influencers, meme pages, and content creators.
Leading Brands
During IPL 2024, JioCinema garnered 23.4 million engagements through influencer collaborations. Other brands with significant influencer-driven engagement included Star Sports India, Dream 11, Puma, Swiggy, Zomato, Cricbuzz, and Paytm.
Executive Perspective
“IPL is the biggest cultural moment in India, and every brand wants a piece of the action,” Praanesh Bhuvaneswar, co-founder and CEO of Qoruz, said in a statement. “The brands that will truly win this season are the ones that seamlessly blend into fan conversations.”
Aditya Gurwara, co-founder and Head of Brand Alliances at Qoruz, notes the distinction between sponsoring and non-sponsoring brands: “You don’t have to be an official IPL partner to win big during this season. If your brand can tap into the passion of cricket fans, create engaging, relatable content, and collaborate with influencers who truly understand the game, you can achieve incredible visibility.”
Qoruz suggests that as IPL 2025 approaches, digital conversations will intensify, with influencers driving viral trends, match-day narratives, and fan-driven content across social media platforms.
Brands are expected to invest $66 million (₹550 crore) in influencer-led campaigns during the Indian Premier League (IPL) 2025, according to new research from Qoruz, an intelligence platform tracking over 3,000 brands and their influencer marketing activities.
The projections for IPL 2025 are based on data collected during the 2024 season and current market trends.
The report builds on earlier Qoruz research, which revealed that India’s creator economy expanded from 962,000 influencers in 2020 to 4.06 million in 2024, marking a 322% increase that underscores the importance of creator-driven content in brand marketing strategies.
Industry Breakdown
The research identifies Entertainment & Streaming Platforms as the leading sector for influencer marketing spend during IPL 2025, accounting for 30% of the projected investment. Other major contributors include:
These projections derive from historical data and current market analyses and reflect strategic priorities in digital marketing during the cricket tournament.
Engagement Metrics
Data from IPL 2024 shows 315,000 posts from influencers during the tournament months (March, April, and May 2024), generating 3.2 billion engagements. This represents year-over-year growth in social media activity related to the cricket championship.
Image credit: Qoruz
Micro-influencers dominated the 2024 season, producing 56.27% of all influencer content. Sports-related content led with a 47.46% share of voice, followed by arts & entertainment (23.60%) and meme content (7.27%).
Image credit: Qoruz
Brand Participation Categories
The research identifies two primary categories of brands leveraging influencer marketing during IPL:
Leading Brands
During IPL 2024, JioCinema garnered 23.4 million engagements through influencer collaborations. Other brands with significant influencer-driven engagement included Star Sports India, Dream 11, Puma, Swiggy, Zomato, Cricbuzz, and Paytm.
Executive Perspective
“IPL is the biggest cultural moment in India, and every brand wants a piece of the action,” Praanesh Bhuvaneswar, co-founder and CEO of Qoruz, said in a statement. “The brands that will truly win this season are the ones that seamlessly blend into fan conversations.”
Aditya Gurwara, co-founder and Head of Brand Alliances at Qoruz, notes the distinction between sponsoring and non-sponsoring brands: “You don’t have to be an official IPL partner to win big during this season. If your brand can tap into the passion of cricket fans, create engaging, relatable content, and collaborate with influencers who truly understand the game, you can achieve incredible visibility.”
Qoruz suggests that as IPL 2025 approaches, digital conversations will intensify, with influencers driving viral trends, match-day narratives, and fan-driven content across social media platforms.
The full data is available here.