Champions Trophy Vs IPL: Will back-to-back cricket see cannibalisation in ad spends?

With the ICC Champions Trophy gaining momentum, advertisers are stepping up to the crease, ready to play their biggest innings yet. JioStar has already roped in 11 sponsors, setting the stage for a fierce brand battle. However, with the tournament scheduled right before the IPL, marketers now face a tricky pitch – should they go all-out for both events or pick their shots wisely? With billions at stake and eyeballs up for grabs, brands are scrambling to craft a winning strategy that ensures they don’t get caught behind in the advertising race.

The back-to-back scheduling of these two blockbuster cricketing events has turned the marketing game into a powerplay of its own. While the Champions Trophy offers prestige and international appeal, the IPL guarantees high-octane entertainment and a massive domestic audience. Brands must decide whether to anchor their budgets steadily across both or take a big swing on one. With competition heating up, advertisers will need to balance aggression with precision – because in this high-stakes game, only the smartest partnerships will hit it out of the park.

Speaking about how the scheduling of the ICC Champions Trophy will impact the advertising business of the IPL, Siddharth Devnani, Co-Founder & Director, SoCheers, noted, “Since the Champions Trophy is in February-March and the IPL follows in April-May, brands will have to decide whether to go all in on one or split their budgets. The Champions Trophy is all about national pride, so brands looking for short-term, high-impact exposure will jump in. The IPL, on the other hand, is a two-month-long cricket carnival that gives brands deeper engagement. While some companies might spend big on the Champions Trophy first, the IPL is still the biggest stage for advertisers and will continue to dominate ad spending.”

When tournaments like Champions Trophy and IPL are lined up back to back, consumers or spectators are hit with a wave of ads which creates a possibility of ad fatigue.

However, Siddharth Devnani does not believe this will be the case this time around. He said, “It’s too early to predict that, considering its cricket and we’re well aware of the prominence of the sport in general. That said, like I mentioned earlier, both the tournaments have diverse TGs. Hence, in that context, both events offer unique value propositions. The IPL’s fast-paced, entertainment-focused approach differs from the Champions Trophy’s more traditional international tournament structure. This differentiation should help mitigate that aspect, though if needed, some adjustments might occur based on market dynamics, but again, it’s too early to even forecast.”

Both the tournaments offer brands a platform to advertise to viewers. Advertisers are torn between the global appeal of the Champions Trophy and the national fame of IPL.

Priyanka Sethi, Head of Marketing, Haier Appliances India, said, “We see unique value in both events. The Champions Trophy, with its global appeal, allows us to connect with audiences beyond India, especially in markets where cricket enjoys a massive following. However, the IPL holds immense significance for us, as it sits at the heart of India’s cricket culture. The tournament fuels national passion and excitement, offering an intense three-month engagement window with millions of cricket enthusiasts. IPL’s high-energy atmosphere and deep emotional connect make it an unmatched platform for brand visibility in India. While the Champions Trophy offers global reach, the IPL’s domestic dominance and extended duration make it an equally compelling avenue for us at Haier India.”

Siddharth Devnani believes, “Both are significant properties, but they operate on different scales. The Champions Trophy, being a global ICC event, may garner more international interest and even sponsorships, especially from multinational corporations. IPL, on the other hand, though immensely popular, has a more concentrated regional focus, for obvious reasons. Hence, this difference may also reflect in their respective sponsorship and media rights values, thus with the Champions Trophy often commanding higher global figures, while the IPL excels in regional dominance.”

Naresh Gupta Co-Founder, Bang in the Middle, noted, “You must remember that CT 2025 is a 50-over tournament, where there will be just 5 matches where India can potentially play. While the Pakistan match will obviously be the reason to advertise on CT 2025, but there is a big difference here. One, this tournament is meant for those who are heavy consumers of cricket, and because it is a 100-over match, the inventory also is larger. That will make it possible for many more brands to be present on the match. I see a wider basket of brands advertising on CT 2025. IPL is not of interest to heavy cricket viewers, this is a much bigger audience base and is a much longer tournament. I do not see CT 2025 eating into IPL. Also, with no major movie release on the anvil, IPL will benefit from that and make it easier for audiences to consume IPL more.”

Global events such as Champions Trophy provide unique opportunities to the advertisers.

“Both the Champions Trophy and IPL offer distinct advertising opportunities. The Champions Trophy, as a global tournament, allows Haier India to tap into international markets and strengthen its presence as a global brand, engaging with a diverse audience across multiple regions. On the other hand, the IPL delivers an extended, high-energy three-month engagement with a deeply passionate Indian audience, fostering stronger brand loyalty and emotional connection. While the Champions Trophy provides international exposure, the IPL’s local appeal ensures sustained engagement with our core consumers. By leveraging both, we maximize brand visibility and deepen our connection with audiences.” said Priyanka Sethi.

”Cricket is more than just a sport in our country – it is a unifying force, deeply embedded in us as a religion and cherished across generations. With the ICC Champions Trophy 2025, the nation is all geared up to embrace the cricket fever once again. Tournaments of this magnitude provide an ideal platform for brands like Mother Dairy to connect with millions of passionate fans and enthusiasts across the country. Through our strategic brand presence across broadcast mediums and prominent placement during the high-energy Super 6, we aim to amplify the excitement of the tournament – particularly during the highly anticipated action-packed India matches, including the most thrilling India vs Pakistan that is set to capture the undivided attention of the entire nation.” said, Manish Bandlish, Managing Director, Mother Dairy.

Impact on digital advertising trends

Naresh Gupta believes, “The real challenge though may be to drive the spot rates and the tightening of budgets across brands may force the channels to be smarter in the way they craft the ad inventory. I do see brands putting in more money on Digital channels, especially on connected TV and livestreams.”

According to Siddharth Devnani, “More companies will use AI-driven strategies to optimize their ad spending. Brands will likely focus more on influencer-driven and regional content to stand out.”