For advertisers, the game isn’t just played on the field—it’s also about capturing the attention of millions in a way that delivers measurable impact. Cricket has long been a cornerstone for advertisers, and the ICC Champions Trophy 2025 has further cemented its dominance. As the Champions Trophy culminates with a high-stakes final between India and New Zealand, the cricketing spectacle has once again proven to be an advertising goldmine.

According to industry experts, the scale and engagement of successive cricketing events allow brands to drive impact across the entire marketing funnel. “The Champions Trophy has reignited advertiser enthusiasm, with growing interest among new entrants and brands that consistently leverage cricket,” says an industry expert.

The impact has been evident in ad rates, which surged 40% after India qualified for the finals. As India faces off against New Zealand for the coveted title, brands have scrambled for prime slots, with TV and digital ad rates for the final rising by 20-25% compared to other India matches.

For streaming platforms digital advertising has been beneficial over the years. “Our advertiser base has increased by 15x in 10 years,” says Kiran Mani, CEO of digital at JioStar. “Now that we’re getting to a billion audiences, it gives us a similar opportunity to reach a wide variety of advertisers.”

With digital platforms driving an increasing share of sports viewership, ad strategies have evolved to cater to a more segmented audience. “If you take the example of something like an IPL, the client list used to be about 200 to 250 advertisers till 2019. In the last six years, that list has grown 10 to 15x,” says Sanjog Gupta, CEO of sports at JioStar. “That’s largely due to digital platforms enabling advertisers with smaller budgets to enter and still meet their objectives.”

Even during Champions Trophy brands have increasingly utilised digital platforms to deliver targeted campaigns. Advertisers are leveraging data-driven strategies to engage specific audience segments, ensuring higher returns on investment. As per industry sources, ad rates for India matches were in the range of ₹20-25 lakh per 10-second slot on TV, while Connected TV (CTV) rates stood at ₹10-15 lakh. On the digital side, ad rates were around ₹500 per CPM.

JioStar had earlier unveiled its list of sponsors, which include Dream11, Pernod Ricard India, Beam Suntory, Kohler, Birla Opus, Vodafone Idea, ICICI Direct, LIC Housing Finance Limited, Eicher Motors, Indira IVF and McEnroe.

Ad Revenue: Still the biggest driver

Despite the rise of subscription-based models, advertising remains the primary revenue driver. “Advertising is still by far the biggest revenue stream. We don’t have a specific number to it, but it’s always going to be an advertiser-based market because you’re playing in a much larger market opportunity,” says Mani. This highlights the enduring role of advertising in cricket broadcasting, where live sports remain one of the most sought-after advertising avenues.

Kevin Vaz, CEO of entertainment at JioStar, compares the revenue model to a “twin-engine aircraft,” with both subscriptions and advertising helping the business soar. However, with live cricket, the ad-based model remains dominant. “Live cricket will never have no ads—ads are an experience in themselves,” adds Mani.

ICC Champions Trophy 2025

India vs NZ Champions Trophy Final sends ad rates soaring