IPL vs. ISL vs. PKL Sponsorships: Which Delivers the Best ROI for Brands?

Sports sponsorships have become a powerful marketing tool for brands looking to engage with India’s massive sports audience. The Indian Premier League (IPL), Indian Super League (ISL), and Pro Kabaddi League (PKL) dominate the Indian sponsorship market, attracting brands of all sizes.

With India’s sports industry reaching ₹14,209 crore in 2022 and sports sponsorships growing by 105% year-over-year, investing in the right league can be a game-changer for brands.

But which league delivers the best return on investment (ROI)? Should brands opt for IPL’s massive reach, ISL’s growing football audience, or PKL’s deep regional engagement?

Here’s a data-driven comparison of IPL, ISL, and PKL sponsorships to help brands make an informed decision.

📢 Understanding Sponsorship ROI in Sports

For brands, sports sponsorship ROI is not just about logo placements—it’s about engagement, brand recall, and direct impact on sales.

🔥 Key Factors That Define Sponsorship ROI

✔ Brand Awareness: Number of impressions & visibility. ✔ Audience Engagement: Social media interactions, brand mentions. ✔ Sales Impact: Conversions, website traffic, product lift. ✔ Brand Recall: Long-term association with the league/team. ✔ Cost-Effectiveness: Sponsorship spend vs. achieved impact.

Now, let’s see how IPL, ISL, and PKL compare in terms of ROI.

🔥 IPL Sponsorship ROI Analysis

📢 Audience & Viewership

IPL is the most-watched sports league in India, with a global audience of 500M+ viewers. The league is a favorite among Gen Z, millennials, and high-income consumers, making it the most valuable sponsorship property in Indian sports.

📢 Sponsorship Costs & Returns

• Title sponsorships: ₹250-₹440 Cr per season.

• Regional sponsorships: Start at ₹1 Cr+.

• ROI Insights: Brands like Dream11, Tata, and JioCinema have reported a 332% increase in engagement during IPL seasons.
  

📢 IPL Sponsorship Pros & Cons

✔ Highest visibility with mass urban & global reach. ✔ Massive digital engagement across platforms. ❌ High cost barrier—best suited for brands with large budgets.

🔥 ISL Sponsorship ROI Analysis

📢 Audience & Viewership

Football is India’s second most popular sport, and ISL is growing rapidly, reaching 130M+ viewers annually. The league has a strong Gen Z and millennial fanbase, making it ideal for brands targeting urban consumers.

📢 Sponsorship Costs & Returns

• Title sponsorships: ₹50-₹70 Cr per season.

• Regional sponsorships: Start at ₹25L+.

• ROI Insights: ISL sponsors have reported a 25-30% increase in brand recall.
  

📢 ISL Sponsorship Pros & Cons

✔ Growing audience—strong traction among younger demographics. ✔ Affordable compared to IPL—great entry point for brands. ❌ Still behind IPL in mass appeal—limited reach in Tier-2 & Tier-3 cities.

🔥 PKL Sponsorship ROI Analysis

📢 Audience & Viewership

PKL has emerged as India’s fastest-growing regional sports league, with 200M+ unique viewers. The league has strong traction in Tier-2 and Tier-3 cities, making it ideal for brands looking to tap into regional markets.

📢 Sponsorship Costs & Returns

• Title sponsorships: ₹30-₹50 Cr per season.

• Regional sponsorships: Start at ₹15L+.

• ROI Insights: Despite lower costs, PKL delivers high engagement rates, particularly in non-metro markets.
  

📢 PKL Sponsorship Pros & Cons

✔ Cost-effective sponsorships—low barrier to entry. ✔ High engagement in Tier-2 & Tier-3 markets. ❌ Limited urban appeal compared to IPL & ISL.

🚀 IPL vs. ISL vs. PKL – Which is Best for Your Brand?

Choosing the right league depends on your brand’s objectives, budget, and target audience.

📌 Pick IPL if you want massive visibility & global reach. 📌 Pick ISL if you are targeting urban, football-loving consumers. 📌 Pick PKL if you want high regional engagement at a lower cost.

With the global sports sponsorship market expected to grow from USD 105.47B in 2023 to USD 114.41B in 2024, investing in sports sponsorships is a high-growth opportunity for brands.

📢 Not sure which league is right for your brand? Let UNPAUZED help you make the perfect sponsorship decision!

📞 Call us now: +91 76780 99888 | +91 83560 10480