AI Firms Challenge Traditional Brands For Cricket Sponsorship Deals

Google-owned Gemini has signed a three-year sponsorship deal with the Indian Premier League (IPL), reportedly worth ₹270 crore, according to PTI. The deal marks another major step for artificial intelligence platforms breaking into Indian cricket sponsorships.

This comes after ChatGPT became a sponsor of the Women's Premier League last year in a two-year agreement valued at ₹16 crore. ChatGPT and Kingfisher Packaged Drinking Water have joined as Premier Partners for the next two WPL seasons.

AI companies are competing with traditional brands for sponsorship slots in Indian cricket.

In 2024, after the Indian government banned real-money gaming platforms, the BCCI look for a new jersey sponsor. Design platform Canva put in a strong bid of ₹554 crore but was edged out by Apollo Tyres, which secured the 2025 to 2028 rights for ₹579 crore.