Google's Gemini secures Rs 270 crore IPL sponsorship as AI platforms target cricket advertising

Google's Gemini Signs IPL Sponsorship Deal Worth ₹270 Crore | AIM

Industry executives say AI-driven brands are increasingly competing with established companies for high-profile cricket sponsorships. 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.

Google's Gemini enters IPL as sponsor in Rs 270 crore, three-year deal

Google-owned Gemini has secured a three-year sponsorship deal with the Indian Premier League (IPL) worth an estimated Rs 270 crore. This significant partnership highlights the growing influence of artificial intelligence platforms in Indian cricket, following ChatGPT's sponsorship of the Women's Premier League. Mumbai: Google-owned Gemini has signed a three-year sponsorship deal with the Indian Premier League (IPL), a partnership estimated at Rs 270 crore, said people aware of the development. The deal underlines the growing push by artificial intelligence (AI) platforms into Indian cricket. It comes after ChatGPT became a sponsor of the Women's Premier League late last year under a two-year deal valued at Rs 16 crore. AI-led brands are increasingly competing with established brands for high-profile cricket sponsorships. Last year, design platform Canva had bid Rs 554 crore for the Board of Control (BCCI) for Cricket in India shirt sponsorship but was outbid by Apollo Tyres, which secured the rights for the 2025-2028 cycle at Rs 579 crore. Queries sent to Google and the BCCI remained unanswered till press time. An industry executive said several more such partnerships are expected, with AI platforms likely to spend upwards of Rs 300 crore on cricket sponsorships alone, excluding television and digital spot buys. "AI platforms are expected to play a role similar to fantasy sports in driving sports advertising interest this year," said the executive, who did not wish to be identified. The government's ban last year on real money gaming, including fantasy sports, wiped out nearly Rs 7,000 crore of advertising spending from the market almost overnight. Another industry executive said the impact of the RMG ban will be felt for a long time, as no single category can replace that scale of advertising spend in the near term. "RMG ban will impact TV and digital advertising on sports more than on-ground sponsorships," the executive said. With India emerging as a key growth market, AI platforms are increasingly turning to cricket, leveraging the sport's massive reach to drive user adoption and brand visibility. (You can now subscribe to our Economic Times WhatsApp channel)