Influencers Are Ruling the IPL 2025 Marketing Game

With IPL 2025 in full swing, social media influencers steal the show with engaging reels and commentary. According to a recent study by iCubesWire, 65% of IPL fans recalled campaigns backed by influencers during the season. The survey, conducted among 5,042 IPL enthusiasts aged 18-45, was to understand what drives brand recall, trust, and purchasing decisions during India’s biggest cricketing event, IPL.

YouTube Leads in IPL Content Consumption

YouTube emerged as the top choice for IPL-related influencer content among various platforms. 50% of respondents said they consume IPL influencer content on YouTube, followed by X (32%) and Instagram (12%). The preference for long-form and visually engaging storytelling makes YouTube a prime space for brands looking to maximise their IPL campaigns.

Entertainment Influencers Steal the Show

The survey found that 38% of respondents prefer entertainment influencers when engaging with IPL promotions. This group even outperformed sports influencers (25%) and cricketers (18%), proving that fans connect more with relatable personalities than just star appeal.

What Type of Content Do Fans Love?

IPL viewers crave content that feels exclusive and entertaining.

What else did the survey find?

• 51% enjoy behind-the-scenes cricket content
• 25% love funny memes and reels
• 19% engage with in-match product placements

Fans want more than just direct advertisements, they look for creative and authentic storytelling.

Also Read: Influencers To Follow For IPL 2025

Fan Engagement is at an All-Time High

The data also shows that 59% of respondents actively engage with IPL influencer content, while only 9% said they never interact. This highlights that influencer-driven campaigns are reaching audiences and sparking conversations.

Trust in Influencer Promotions Drives Purchases

When it comes to trusting IPL influencer promotions, the key drivers include:

• 35% trust influencers with long-term brand partnerships
• 31% value creative and engaging content
• 27% are influenced by an influencer’s genuine support for their favourite team

Interestingly, 14% of respondents admitted to purchasing based on an IPL influencer campaign. In a competitive digital landscape where conversion rates are often in single digits, this data proves the effectiveness of influencer marketing.

Long-Term Brand Collaborations Matter

The study emphasises that influencer marketing success goes beyond viral faces. Trust is built through consistent storytelling and long-term brand relationships. For brands, investing in influencer partnerships over multiple seasons could yield higher ROI than traditional advertising alone.

A Festival of Multi-Platform Engagement

Sahil Chopra, CEO of iCubesWire, highlights how IPL has evolved beyond traditional TV ads.

“We should not look at IPL as just a TVC face-off. It is much more segregated. It is a multi-device, multi-channel influencer-driven festival of consumer engagement.”

As IPL continues to dominate screens, influencer-backed campaigns are proving to be a breakthrough, ensuring that brands reach their audience and leave a lasting impact.