Aditya Birla Group in line to grab IPL title sponsorship for 2024-28 cycle

Multinational conglomerate Aditya Birla Group is in line to grab the Indian Premier League (IPL) title sponsorship rights having put in a massive bid of Rs 500 crore per year (INR 2500 crore in all) to be the title sponsors of the cash-rich league for the 2024-28 cycle. Notably, the reserve price for the IPL title sponsorship is INR 350 crore which comes to Rs 1750 crore for five years.

Tata Sons paid INR 670 crore to be the sponsors for the last two IPL seasons in 2022 and 2023 respectively. According to the IPL title sponsorship rules of the BCCI the Tata Group has the first right of refusal but they will have to match the highest bid to retain the rights. The deadline to submit the bid was 5 pm on January 12 while the tender was floated on December 12, 2023.

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The BCCI had further stated that they will not be considering bids from Chinese companies as they are unwilling to be associated with firms from nations which don’t have good relations with India. The Indian board had also not considered companies associated with fantasy games, sportswear, and cryptocurrency, along with betting and gambling firms, having outlined specific criteria for ineligibility.

If Aditya Birla Group manage to grab the rights of the IPL, it will be a massive boost to its 65-billion-dollar organization which will further help it diversify its consumer offerings and make its brand more attractive to younger customers.

IPL to increase matches from 2025

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Meanwhile, the IPL 2024 will also feature 74 matches like the last edition. However, the BCCI (Board of Control for Cricket in India) is contemplating increasing it to 84 in 2025 and 2026 and 94 in 2027. Hence, the brand value of the league is expected to increase ten folds in the coming years which will attract more sponsors from all over the globe making the league even grander.