Key takeaways
- Google's Gemini secures a ₹270 crore sponsorship deal with IPL for three years.
- AI brands are increasingly competing for cricket sponsorships, challenging established companies.
- Gemini's visibility will include pitch-side hoardings and media backdrops during IPL matches.
- Expect more AI sponsorship partnerships in cricket, potentially exceeding ₹300 crore in total spending.
- Surge in interest for women's cricket post-World Cup victory boosts brand engagement opportunities.
Google’s AI platform Gemini has entered the Indian Premier League (IPL) as a sponsor through a three-year agreement estimated at around ₹270 crore, The Economic Times reported.
The deal reflects the growing presence of AI companies in Indian cricket sponsorships. While the exact terms of the agreement are not public, the deal is expected to give Gemini branding visibility across IPL properties, including pitch-side hoardings and media backdrops.
The partnership follows ChatGPT’s entry into cricket advertising late last year, when it became a sponsor of the Women’s Premier League under a two-year deal valued at about ₹16 crore.
Following India’s recent women’s cricket World Cup victory, interest in women’s matches has surged, making them increasingly attractive for brands looking to tap into a fast-growing and more engaged audience. Notably, Gemini also served as the global partner for the ICC Women’s Cricket World Cup in 2025.
Industry executives say AI-driven brands are increasingly competing with established companies for high-profile cricket sponsorships.
In 2024, design platform Canva bid ₹554 crore for the Board of Control for Cricket in India (BCCI) shirt sponsorship but lost to Apollo Tyres, which secured the rights for the 2025-2028 cycle at ₹579 crore.
According to the ET report, more partnerships between AI platforms and cricket properties are expected, with such companies likely to spend more than ₹300 crore on sponsorships alone, excluding television and digital advertising.
The TATA IPL 2025 reached a combined viewership of around one billion across television and digital platforms during the season, marking one of the biggest audiences in IPL history. Some reports put the combined reach even higher at about 1.19 billion viewers over the full season.
AI platforms could play a role similar to that of fantasy sports in sustaining interest in sports advertising. Cricket’s appeal as an advertising platform has only intensified as other high-spending categories have pulled back.
The government’s ban on real-money gaming and fantasy sports removed an estimated ₹7,000 crore in advertising spend from the market, particularly affecting television and digital sports advertising.
With India seen as a key growth market, AI platforms are increasingly turning to cricket to reach large audiences and drive user adoption.
