Indian Premier League (IPL) franchises are swiftly transforming from seasonal cricket teams into year-round lifestyle brands, extending their presence well beyond the 2.5-month tournament window.
Traditionally dependent on central media rights and sponsorships, teams are now diversifying into licensing and merchandising (L&M), original content, and immersive fan experiences to build continuous engagement and unlock new revenue streams.
Royal Challengers Bengaluru (RCB), owned by Diageo’s United Spirits, has ambitions to become a pan-India and global brand.
As part of its long-term strategy, RCB launched the RCB Bar & Café in 2020 and plans to scale the concept with 20 additional outlets across India and internationally in the next four years based on a franchise model, said RCB COO Rajesh Menon.
Beyond food and beverage, RCB is strengthening its brand through a partnership with Puma to offer a full-fledged athleisure and merchandise line. Menon said athleisure’s versatility has driven strong growth, helping RCB target diverse consumer segments and work toward a three-figure crore revenue milestone.
Despite merchandise contributing only a small share of current revenues, it’s seen as a key pillar for long-term brand value. The combined revenue of the top 10 franchises more than doubled to Rs 6,797 crore in FY24 largely on the back of central media rights and sponsorship income, according to the financial details shared by Tofler.
Kolkata Knight Riders (KKR) Chief Marketing Officer Binda Dey said the future of IPL lies in franchises becoming consumer brands that operate year-round. This shift is fuelled by monetisable IPs, first-party data, and enhanced fan engagement.
“Franchises are now building original content and proprietary platforms to engage fans beyond the season. With IPL’s growing appeal in global markets like the US and UAE, new sponsorship and expansion opportunities are emerging,” she said.
The team’s Knight Club app, loyalty programs, and gaming initiatives have helped boost direct-to-fan monetisation and attract younger audiences, creating a 365-day interactive fan ecosystem. RCB is exploring fan monetisation, physical and digital experiences, and possibly a “super app” for deeper engagement.
Punjab Kings CEO Satish Menon noted the franchise has adopted a digital-first approach to engage Gen Z, Millennials, and decision-makers through culturally relevant content and real-time storytelling.
Menon also emphasised the broader shift in the IPL’s business model, highlighting four key growth drivers: rising franchise valuations, robust media rights, evolving sponsorship models, and a move from passive viewership to active fan participation.
“The IPL is now a media-tech-sport hybrid,” Menon said. “Franchises that think like platforms, not just teams, will shape its future.”
Rajasthan Royals (RR) has also embraced off-season fan engagement. In collaboration with Curefoods’ Olio Pizza, the franchise recently opened the Olio Dugout with Rajasthan Royals, a themed sports café in Jaipur. CEO Jake Lush McCrum described it as a way to keep fans connected year-round.
Traditionally dependent on central media rights and sponsorships, teams are now diversifying into licensing and merchandising (L&M), original content, and immersive fan experiences to build continuous engagement and unlock new revenue streams.
Royal Challengers Bengaluru (RCB), owned by Diageo’s United Spirits, has ambitions to become a pan-India and global brand.
As part of its long-term strategy, RCB launched the RCB Bar & Café in 2020 and plans to scale the concept with 20 additional outlets across India and internationally in the next four years based on a franchise model, said RCB COO Rajesh Menon.
Beyond food and beverage, RCB is strengthening its brand through a partnership with Puma to offer a full-fledged athleisure and merchandise line. Menon said athleisure’s versatility has driven strong growth, helping RCB target diverse consumer segments and work toward a three-figure crore revenue milestone.
Despite merchandise contributing only a small share of current revenues, it’s seen as a key pillar for long-term brand value. The combined revenue of the top 10 franchises more than doubled to Rs 6,797 crore in FY24 largely on the back of central media rights and sponsorship income, according to the financial details shared by Tofler.
Kolkata Knight Riders (KKR) Chief Marketing Officer Binda Dey said the future of IPL lies in franchises becoming consumer brands that operate year-round. This shift is fuelled by monetisable IPs, first-party data, and enhanced fan engagement.
“Franchises are now building original content and proprietary platforms to engage fans beyond the season. With IPL’s growing appeal in global markets like the US and UAE, new sponsorship and expansion opportunities are emerging,” she said.
The team’s Knight Club app, loyalty programs, and gaming initiatives have helped boost direct-to-fan monetisation and attract younger audiences, creating a 365-day interactive fan ecosystem. RCB is exploring fan monetisation, physical and digital experiences, and possibly a “super app” for deeper engagement.
Punjab Kings CEO Satish Menon noted the franchise has adopted a digital-first approach to engage Gen Z, Millennials, and decision-makers through culturally relevant content and real-time storytelling.
Menon also emphasised the broader shift in the IPL’s business model, highlighting four key growth drivers: rising franchise valuations, robust media rights, evolving sponsorship models, and a move from passive viewership to active fan participation.
“The IPL is now a media-tech-sport hybrid,” Menon said. “Franchises that think like platforms, not just teams, will shape its future.”
Rajasthan Royals (RR) has also embraced off-season fan engagement. In collaboration with Curefoods’ Olio Pizza, the franchise recently opened the Olio Dugout with Rajasthan Royals, a themed sports café in Jaipur. CEO Jake Lush McCrum described it as a way to keep fans connected year-round.
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