Editorial illustration for Google Gemini secures IPL sponsorship for Rs 270 crore as AI brands vie for deals
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Google Gemini secures IPL sponsorship for Rs 270 crore as AI brands vie for deals
Google’s Gemini has just inked a ₹270 crore deal to sponsor the Indian Premier League, a move that puts an AI‑powered product front‑and‑center in one of cricket’s most visible platforms. The partnership arrives at a time when tech firms are eyeing sports sponsorships traditionally dominated by consumer brands. While the amount is modest compared to some historic deals, the fact that an LLM service is willing to spend six figures on jersey space signals a shift in marketing strategy.
Here’s the thing: the IPL’s reach stretches across millions of viewers, offering a shortcut to brand awareness that many AI startups crave. Yet Gemini isn’t alone. Earlier this year, other AI‑centric companies have thrown their hats into the ring, testing the waters against long‑standing players in the market.
The outcome of those bids, and the reactions from industry insiders, illustrate how crowded the field has become for high‑profile cricket sponsorships.
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.
Will Gemini's IPL presence translate into lasting brand equity? The three‑year, ₹270 crore sponsorship puts the AI platform front and centre of India's most watched sport, with logo placement on pitch‑side hoardings and media backdrops. Yet the precise terms remain undisclosed, leaving analysts to wonder how much activation budget accompanies the headline figure.
Industry insiders note that AI‑driven brands are now jostling with traditional advertisers for cricket real estate, a shift hinted at by Canva’s recent ₹554 crore bid that ultimately fell to Apollo Tyres. This pattern suggests growing confidence among AI firms, but whether visibility on the field will drive user adoption of Gemini is still unclear. The deal also underscores how Indian cricket sponsorships have become a battleground for emerging tech players, even as the BCCI continues to attract diverse bidders.
In short, Gemini secures a high‑profile slot; the longer‑term impact on its market position, however, remains to be demonstrated. Time will tell.
Further Reading
- Google’s Gemini enters IPL as sponsor in Rs 270 crore, three-year deal - Economic Times
- IPL expands sponsorship portfolio with lucrative Gemini AI deal - Sportcal
- Gemini Bags IPL: Google's AI Inks ₹270 Cr Deal - Whalesbook - Whalesbook
- New (AI)nnings: ChatGPT, Gemini prompt a new wave in cricket sponsorship - Moneycontrol
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Common Questions Answered
How much did ChatGPT invest in the Women's Premier League (WPL) sponsorship?
[cricexec.com](https://www.cricexec.com/chatgpt-joins-wpl-as-premier-partner-as-bcci-lands-us5-million-in-new-sponsorship-deals/689564877/) reports that ChatGPT joined as a Premier Partner in a sponsorship deal worth approximately US$5.4 million across the 2026 and 2027 seasons. The deal is part of a broader sponsorship package that includes four major partners, signaling growing commercial interest in women's cricket.
What other brands joined the WPL sponsorship alongside ChatGPT?
According to the article, Kingfisher Packaged Drinking Water also came on board as a Premier Partner, while Bisleri joined as the official Beverage Partner. Additionally, CEAT renewed its position as the Strategic Time-Out Partner, continuing its support from the WPL's inaugural season.
What did the BCCI President say about these new sponsorship deals?
BCCI President Mithun Manhas stated that the new sponsorships demonstrate the WPL's emergence as a globally impactful sporting property. He emphasized that the confidence shown by leading international and Indian brands is a strong endorsement of the league's remarkable growth and progressive vision.