IPL isn’t just cricket anymore; it’s India’s biggest startup stage. Every summer, millions tune in, not just for the game, but for the brands fighting for attention between overs.
For founders, this isn’t only about vanity sponsorships. It’s all about serious distribution, social proof, and category-defining moments.
From fantasy gaming to D2C snacks, IPL has become the go-to platform where smart startups scale faster than their funding rounds.
In this piece, we’ll go through how IPL has become a launchpad for Indian Sports Startups in 2025 and why it’s working.
5 Key Facts That Show IPL’s Impact on Startups
- Dream11 became IPL’s first-ever startup title sponsor in 2020. That move changed the game.
- 60+ startups sponsored IPL 2022, from fintech to edtech, all chasing attention and installs.
- CRED’s IPL ads drove an 8x stake in downloads and made the brand a national talking point.
- Star Sports’ “Startup Power Play” gave early-stage founders prime-time exposure.
- IPL is now a launch zone, used by founders, VCs, and even cricketers to test and scale fast.
How IPL Has Become a Launchpad for Indian Sports Startups: 7 Points in Detail
Here’s how IPL went from being a cricket league to becoming India’s most startup-friendly marketing engine, one that builds reach, relevance, and revenue at scale.
1. IPL Gives Startups A National Moment
The IPL reaches over a billion people across TV, digital, and streaming platforms. That kind of audience puts new brands directly in front of everyday Indian households.
For startups, it means reaching metros and small towns in the same moment. No filters, no niche targeting, just full-country attention.
When a startup sponsors IPL, it’s not just about getting seen. It helps the brand stick in people’s minds across different states and languages.
India is a big mix of cultures and regions, but IPL connects them all. That’s why it works so well for new companies trying to grow fast.
And because it’s also one of the richest cricket leagues, the attention you get isn’t just big, it’s high-value.
2. Startups Now Run the Biggest Ads of the Season
The IPL’s massive reach has not only transformed cricket but also fueled the rise of sports-focused businesses across India.
From fantasy apps and sports tech platforms to merchandise and athlete management firms, startups are tapping into the league’s momentum. Several of these ventures have scaled rapidly, making their way into the list of profitable sports startups in India that are shaping the future of the sports economy. Their success proves how the IPL continues to serve as a powerful launchpad for innovation in the industry.
IPL happens when people are watching closely and care deeply about what’s on screen. That makes it a great time for startups to show up with their message.
Running ads during IPL is no longer a gamble. It’s how new brands get noticed, remembered, and talked about across the country.
3. Fan Behavior Drives Business Results
IPL fans don’t just watch the matches. They share moments, post memes, and talk about ads just as much as the game.
That’s how brands like CRED and My11Circle stayed in conversations long after the match ended. It’s not just about views, it’s about people remembering you.
During an IPL match, fans are fully locked in. That’s when they notice and remember the brands around them.
This is why startup tie-ups with IPL work better than regular ads. People are more likely to talk about, share, or try what they see in the middle of the action.
4. VCs Support IPL Spends, When Startup Leads To Outcomes
Definitely, the cost to advertise during IPL is high. But when it brings quick results, like more app installs or user growth, investors see the value.
Many VCs now support IPL spending because they know it can help a startup grow fast and increase its market value.
If a startup gets results during IPL, it shows the product can work at scale. It’s a strong signal that the idea is ready for the big stage.
For young startups, one good IPL season can speed up investor interest. It turns attention into real business growth.
The updated IPL Teams Owners List reveals some surprising new investors and corporate takeovers.
5. Fantasy Sports Wouldn’t Exist Without IPL
Fantasy sports in India took off because of the IPL. Apps like Dream11, MPL, and My11Circle grew fast by connecting directly with live matches.
Fans didn’t just watch, they started playing along. That changed habits and turned these platforms into everyday apps during cricket season.
Without the IPL, fantasy sports apps like Dream11 and My11Circle wouldn’t have grown this fast. The tournament gives them perfect timing and high user activity.
People watch the match and play along on the app at the same time. That habit helped these startups get more users and keep them coming back.
6. IPL Opened the Door to Sports-Tech Innovation
IPL has opened the door for new sports-tech startups in India. These aren’t just apps; they power what fans see and feel during the game.
Features such as live match stats, VR zones, and AR graphics are often built by startups. They’re shaping how the game is watched, not just played.
This isn’t just trial and error, these tools are now part of how IPL teams work. Fan engagement is something they track and plan for.
That change has opened space for startups making analytics, fan tools, and tech for live matches. It’s become part of the business, not just extra content.
7. Cricketers Are Investing Back Into the Ecosystem
IPL isn’t just making cricket stars, it’s turning them into startup investors. Players like Shikhar Dhawan and MS Dhoni are now putting money into sports and fitness companies.
They’re not just endorsing, they’re investing in ideas they believe in. For the sports startup ecosystem, that brings both capital and credibility.
This completes the circle, players who grew with IPL are now supporting new founders. They’re helping build the next wave of sports startups in India.
When athletes turn into business partners, it changes the game. It makes the entire sports and startup space more connected and future-ready.
IPL Created a New Format That Other Sports Are Now Using
IPL didn’t just change cricket, it reshaped how Indian sports are structured. Leagues like ISL, PKL, and UTT have picked up the same city-franchise playbook.
That means startups aren’t limited to cricket anymore. They can now test partnerships across sports, reach new fan bases, and build faster trust.
The same tools, sponsorship deals, content teams, media rights, are now baked into these newer leagues. IPL set the model, others followed.
And with lower entry costs, these platforms give early-stage startups more room to experiment. You don’t need a massive budget to show up; you just need the right league and the right timing.
D2C Brands Use IPL to Go National
For D2C brands, IPL is about reach that goes beyond the top cities. Names like boAt, Rage Coffee, and TagZ used the league to break into everyday conversations across India.
When a brand shows up during a tense match moment, it sticks. Those quick ads and team logos become part of the game’s memory, especially in Tier II and Tier III towns.
That kind of wide-scale recall would usually take years to build. With IPL, it happens in a few weeks, across languages, screens, and platforms.
And because IPL runs on TV, OTT, and social all at once, D2C brands can launch unified campaigns that feel local but scale nationally. It’s built for the kind of growth founders care about.
Franchise Teams Now Act Like Media Companies
IPL teams are now content machines. Brands like MI, RCB, RR and DC run their own shows, channels, and behind-the-scenes formats all year.
For startups, that opens new doors. You don’t need to wait for the match season; you can build product drops, creator tie-ins, or brand stories during the off-season.
These teams now behave more like influencers than franchises. They’ve got distribution, loyal followings, and content that gets watched.
This gives startups more control. Instead of a one-time jersey logo, you get flexible, long-term visibility through storytelling, not just sponsorship.
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Conclusion: IPL Has Become The Biggest Launchpad For Indian Sports Startups
IPL is where startups prove they’re ready to grow. For startups, it offers something rare: real attention, real distribution, and a chance to scale trust fast.
This is where a new brand can earn national relevance in weeks, not years, not just by being seen, but by being remembered.
From fantasy platforms to D2C brands, the ones that treat IPL like a business engine, not just a campaign, are the ones that break through.
Because the startups using cricket right aren’t just visible. They’re winning.
FAQs
Dream11, CRED, Unacademy, boAt, My11Circle, and Rage Coffee all used IPL to scale fast and build trust.
Startups at Seed and Series A levels are using IPL through team deals, digital spots, and off-season content.
IPL campaigns often lead to real spikes in users, installs, and valuation. It’s high-risk, but high-return when done right.
Indian Leagues like ISL, PKL, and UTT follow the same model with lower costs, making them startup-friendly too.
