Sponsorship revenue up 25% as IPL brand value reaches US$3.9 billion in 2025: Report
Global investment bank Houlihan Lokey (NYSE: HLI) has released its 2025 IPL Brand Valuation Study, reporting a 12.9% year-on-year increase in the value of the Indian Premier League (IPL) to US$18.5 billion. The stand-alone brand value of the IPL has also grown by 13.8%, reaching US$3.9 billion.
The report highlights several key developments, including the Board of Control for Cricket in India’s sale of four associate sponsor slots, My11Circle, Angel One, RuPay, and CEAT, which generated ₹1,485 crores, a 25% increase from the previous cycle. Additionally, the Tata Group has extended its title sponsorship through 2028 in a five-year deal worth US$300 million (₹2,500 crores).
A major shift in franchise rankings saw Royal Challengers Bengaluru (RCB) emerge as the most valued franchise, with a brand valuation of US$269 million, up from US$227 million last year, following their maiden IPL title win in 2025. Mumbai Indians (MI) moved to second place with a value of US$242 million (up from US$204 million in 2024), while Chennai Super Kings (CSK), last year’s top-ranked team, dropped to third with US$235 million, following a season marked by poor on-field performance and a mid-season leadership change.
Punjab Kings (PBKS) recorded the highest year-on-year growth, rising 39.6% in brand value to US$141 million. Lucknow Super Giants followed closely with growth of more than 34%.
In terms of viewership, JioHotstar registered 1,370 million views during the opening weekend (22–24 March), a 35% year-on-year increase, peaking at 340 million concurrent viewers and 21,860 million minutes watched. Star Sports drew 253 million unique TV viewers (up 14% year-on-year), with a combined total of 49,560 million minutes watched across platforms. The final, in which RCB defeated PBKS, drew over 67.8 crore views on JioHotstar, surpassing the India-Pakistan ICC Championship clash earlier this year.
“The IPL continues to set benchmarks in sports business. Franchise valuations have soared, media rights deals have reached record highs, and brand partnerships have diversified across sectors,” said Harsh Talikoti, Director, Financial and Valuation Advisory at Houlihan Lokey. “The league’s ability to attract global investors and sponsors reflects its status as a premier sports property with enduring appeal. In summary, the IPL represents a high-yield multi-asset class with diversified risks and a catalyst for cricket’s global transformation. By blending sport, entertainment, and commerce, it has redefined how cricket is consumed and commercialised. Its growth trajectory, led by OTT penetration, blend of youthful and diverse audiences, global awareness, and asset creation (IP deals, women’s league, new franchisees) is strong. As the sport continues to expand into new territories, the IPL’s blueprint will remain central to shaping the future of cricket on the world stage.”
“From day one, we saw IPL as more than a cricket league—it was a scalable business model with high visibility, secure revenue streams, and strong brand-building potential. It was a heady mix of sports and entertainment, which eventually had the potential to deliver huge audiences and revenues,” said Satish Menon, CEO of Punjab Kings. “We now operate with the mindset of a media-sport brand with multiple revenue verticals, not just a cricket team—and that’s where real profitability lies. Over time, we have built a sustainable sports business—one that spans multiple leagues, drives platform-level content, attracts global brands, and creates IPs that outlast a season.”
Franchise rankings (Brand value 2025)
1. Royal Challengers Bengaluru (RCB): US$269 million
2. Mumbai Indians (MI): US$242 million
3. Chennai Super Kings (CSK): US$235 million
4. Kolkata Knight Riders (KKR): US$227 million
5. Sunrisers Hyderabad (SRH): US$154 million
6. Delhi Capitals (DC): US$152 million
7. Rajasthan Royals (RR): US$146 million
8. Gujarat Titans (GT): US$142 million
9. Punjab Kings (PBKS): US$141 million (highest growth at 39.6%)
10. Lucknow Super Giants (LSG): US$122 million
RCB’s success was credited to a combination of leadership changes, appointing Rajat Patidar as captain while retaining Virat Kohli, and strategic continuity. CSK’s decline followed a disappointing season and leadership instability due to Ruturaj Gaikwad’s injury, with Mahendra Singh Dhoni resuming captaincy. Despite finishing last, CSK’s brand value rose slightly.
The report also noted that KKR, ranked fourth, continues to benefit from the star power of owner Shah Rukh Khan and players such as Sunil Narine and Rinku Singh. SRH, in fifth place, had high expectations entering the season but underperformed despite a strong batting lineup. Other teams, including DC, RR, GT, and LSG, saw stable valuations.
News