Brands to Spend INR 550 Crore on Influencers for IPL 2025: Qoruz Report

As the excitement builds for the Indian Premier League (IPL) 2025, brands are ready to splash on social media, leveraging influencers to engage fans like never before. According to data from Qoruz, brands are projected to spend INR 550 crore on influencer-driven campaigns, marking a new record for IPL-related digital promotions.

In IPL 2024, influencer marketing played a game-changing role with 315,000 influencer-generated posts, driving 3.2 billion engagements. This phenomenal rise in digital conversations has encouraged brands to increase their influencer budgets for the upcoming season to capitalise on the unparalleled reach of IPL’s online fan base.

Top Industries Fueling the Influencer Push

While entertainment and streaming platforms are expected to lead the charge, contributing 30% of the overall influencer marketing spend, other sectors are also stepping up:

• FMCG brands – 25%
• Consumer electronics – 15%
• E-commerce and D2C brands – 15%
• Automobile industry – 10%

This highlights the growing importance of digital marketing as a key pillar in IPL advertising.

Influencers Take Centre Stage in IPL 2025 Campaigns

Social media personalities, from micro-influencers to sports content creators, will fuel IPL-related conversations. Expect to see viral memes, live match reactions, and creative collaborations dominating platforms like Instagram, Twitter, and YouTube.

During IPL 2024, over 56% of all IPL content was driven by micro-influencers, while sports-related content saw a 47% share of voice in total engagements. Meme-driven campaigns and entertainment-focused partnerships also gained traction, reflecting a shift toward creative and relatable digital storytelling.

Why Non-Sponsors Are Betting Big on Influencers

Official IPL sponsors have traditionally been at the forefront of advertising during the tournament. However, non-sponsoring brands are now emerging as strong players by tapping into the power of influencer marketing.

“You don’t have to be an official IPL partner to make an impact. The smartest brands use influencers strategically to connect with cricket fans authentically. It’s not just about big budgets but about smart, engaging content that feels organic to the IPL experience,” shared Aditya Gurwara, co-founder and head of brand alliances at Qoruz.

The Rise of Digital-First Campaigns

“The IPL isn’t just about cricket, it’s a digital-first entertainment phenomenon. The brands that win this season won’t be the ones simply running ads; they’ll be the ones actively participating in fan conversations. Whether it’s influencer-driven debates, viral memes, or real-time engagement, brands need to integrate into the IPL buzz rather than disrupt it,” shared Praanesh Bhuvaneswar, co-founder and CEO of Qoruz.

Top Brands Leading the Game

During IPL 2024, brands like JioCinema, Star Sports India, Dream11, Puma, Swiggy, Zomato, Cricbuzz, and Paytm stood out for their high-impact influencer collaborations. JioCinema alone recorded a whopping 23.4 million interactions through its influencer-led initiatives, setting the bar for digital engagement in IPL.

With IPL 2025 around the corner, these brands and many new players are preparing for a fiercely competitive digital battleground. The stakes and rewards are high as brands aim to dominate IPL’s vast online audience.

IPL 2025 kicks off on 22 March

Whether through viral memes, sports debates, or real-time match reactions, influencers will shape how fans experience IPL this season, making digital engagement the real winner of this cricketing extravaganza.