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The official commentary panel for IPL 2025 was announced on Friday, and the name of former India all-rounder Irfan Pathan—who has been a regular in the past—was notably absent. Pathan was excluded following complaints from several Indian cricketers who believe his critical remarks about them are personally motivated.

One player reportedly even blocked Pathan’s number on his phone, upset over comments Pathan made about him during the Australia series.

"Otherwise, his (Pathan’s) name would have been there. This has been happening for the past two years because he was pushing personal agendas against certain players, which didn’t sit well with the system," a source was quoted as saying by the website.

Pathan is not the first high-profile commentator to face repercussions following player complaints. In the past, Sanjay Manjrekar and Harsha Bhogle have also lost commentary roles due to Indian cricketers being unhappy with their on-air opinions.

In 2020, Manjrekar was reportedly dropped from the BCCI commentary panel for India’s ODI series against South Africa. The decision followed a series of controversial incidents in 2019, including a dispute with fellow commentator Bhogle, a dig at Sourav Ganguly, and referring to all-rounder Ravindra Jadeja as a “bits and pieces player.”

“I have always considered commentary a great privilege, but never an entitlement. It is up to my employers whether they choose to have me or not, and I will always respect that. Maybe BCCI has not been happy with my performance lately. I accept that as a professional," Manjrekar posted on X after the decision.

Just days before the start of IPL 2016, Bhogle was removed from the commentary team without explanation.

“I still don’t know why I am not doing the IPL. I can accept the fact that people don’t like me. But I genuinely hope it isn’t because cricketers have complained about what I have to say," Bhogle wrote on his Facebook page following the development.

IPL 2025: Irfan Pathan dropped from commentary team over alleged bias

The country's overall advertising expenditure (adex) is likely to be affected in the short term in the wake of the Competition Commission of India's (CCI) probe into advertising firms. 

CCI raid, which reportedly ended on Wednesday morning (March 19), with CEOs of the firm also being questioned for two days straight, focused on unearthing emails, pricing agreements, internal meeting records, and coordinated rate cards that suggested anti-competitive behavior.

With operations coming to a complete halt for many, the business hasn't been usual.
 

Read more: <a href="https://www.storyboard18.com/how-it-works/groupm-ipg-publicis-dentsu-ibdf-may-face-penalties-up-to-10-of-annual-turnover-if-found-guilty-in-cci-investigation-59466.htm">GroupM, IPG, Publicis, Dentsu, Madison may face penalties up to 10% of annual turnover if found guilty in CCI investigation</a>



The recent investigations into top ad firms (GroupM, Madison, IPG, Publicis, and dentsu) have caused massive disruption in the way the media buying ecosystem functions. Allegations of anti-competitive practices, if proven, could result in severe penalties— up to 10% of annual turnover— setting a strong precedent for transparency and fair play in advertising.

"The immediate impact is disruptive. Such investigations create uncertainty for clients, potentially delaying campaigns and affecting business continuity", said a media executive.

Additionally, if penalties are imposed, agencies may pass on the financial burden to clients, leading to higher advertising costs. It also raises concerns about regulatory overreach— whether such scrutiny could deter global firms from investing in India’s advertising sector, added a media planner.


Read more: <a href="https://www.storyboard18.com/how-it-works/cci-raids-at-dentsu-groupm-ipg-madison-publicis-fuel-unrest-stakeholders-demand-fair-probe-59490.htm">CCI raids at dentsu, GroupM, IPG, Madison, Publicis fuel unrest; stakeholders demand fair probe</a>



"...any negative impact on adex would likely stem from reduced confidence among advertisers, potentially leading them to withhold spending amid uncertainty. Historically, similar investigations have led to temporary reductions in adex as the market adjusts to new compliance and transparency standards. For context, India’s advertising industry is expected to grow by 15% in 2025. Any impact would need to be assessed against this growth trajectory," explained a Yasin Hamidani of Media Care Brand Solutions.

The raids are the culmination of a months-long covert investigation into allegations that top ad agencies conspired to fix advertisement rates, eliminating fair discounts and rigging the market. The CCI had been silently gathering intelligence, monitoring irregularities, and waiting for the right moment to strike. The tip off which connected the dots from a GST probe at a leading media agency.

Executives of industry bodies Indian Broadcasting and Digital Foundation (IBDF), the Advertising Agencies Association of India (AAAI), and the Indian Society of Advertisers (ISA) were caught off guard as investigators swiftly sealed office premises, confiscated mobile phones, and began combing through emails, financial records, and internal communications.


Read more: <a href="https://www.storyboard18.com/how-it-works/cci-raids-at-top-firms-could-leave-media-agencies-grappling-with-massive-trust-deficit-feel-experts-59494.htm">CCI raids at top firms could leave media agencies grappling with massive trust deficit, feel experts</a>



"I believe the immediate impact will be hesitation in spending and increased caution from both agencies and clients. Whenever there’s uncertainty at this scale, advertisers tend to slow down decision-making, reassess budgets, and push for stricter compliance in media buying."

Adex will likely see a short-term contraction as brands and agencies reevaluate procurement practices and financial governance. Ambika Sharma,founder and chief strategist, Pulp Strategy, adds that the biggest impact may be seen in traditional media, where high-value transactions and bulk media buys are more susceptible to scrutiny.

Industry experts caution that ad spending on marquee properties like the Indian Premier League could also take a hit, potentially impacting up to 30-40% of deals.

IPL remains an indispensable property for advertisers and will kick off in two days (on March 22), at the Eden Gardens in Kolkata. The tournament has already secured 20% more sponsorship revenue compared to previous seasons. IPL adex is expected to rise by 15-20% this year, as per industry observers.

In fact, according to a recent report by the Integral Ad Science media measurement platform, IPL's advertising revenue is expected between Rs 6,000 crore and Rs 7,000 crore. Team sponsorships are also at an all-time high; Punjab Kings has over 20 sponsors, Kolkata Knight Riders has 25 and Gujarat Titans has around 32 sponsors already on board.


Read more: <a href="https://www.storyboard18.com/agency-news/cci-raids-indian-media-agencies-isa-aaai-and-ibdf-insights-from-a-senior-leader-who-was-questioned-59646.htm">CCI raids Indian media agencies, ISA, AAAI, and IBDF – Insights from a senior leader who was questioned</a>



IPL 2025 is more than just a sporting event—it’s a high-stakes marketing battleground. However, the timing of the CCI's investigation could throw a wrench in the plans of some ad agencies and clients.

"...If things are suspended for a while longer and electronic gadgets and documents are not returned to the advertising agencies, IPL AdEx will be impacted by around 30- 40%, because many of the deals are done at the very last minute. 

Even if the deals were secured way before, the servicing happens later. So as the matches start, the servicing will start happening which can suffer very badly," shared a media planner, on condition of anonymity. 

Another media executive added, “…immediate spending and properties like IPL will take a hit, the country’s overall ad spend is expected to remain unaffected. The agencies involved are major players with high-profile clients who understand the business dynamics and are unlikely to be deterred. Everyone is well aware of how price fixing operates.”

India AdEx set for short-term hit if CCI probe and seizures continue at top ad firms

India is setting a stage to become a growing Licensing and Merchandising (L&M) industry. Whether through celebrity-led licensing deals or sports intellectual properties (IP) boosting IPL franchise fandom via merchandise, the sector is growing rapidly. Experts estimate L&M sales in India at approximately $2 billion this year, compared to $356 billion globally. 

Despite higher inflation and slowing retail growth worldwide, the L&M industry grew by 4.6% in 2023 and is projected to maintain a healthy compound annual growth rate (CAGR) of 4.5% through 2032. Platforms like FanCode have sold over 140,000 units of sports merchandise, with more than 85% of sales comprising licensed apparel.

A report by Maximize Market Research valued India’s sports merchandising market at $673.34 million in 2022, projecting growth to $1.93 billion by 2029, at a CAGR of 16.2% from 2023 to 2029.

Dhiraj Vats, a seasoned brand licensing professional, highlighted Location-Based Experiences (LBE) as a key growth sector, integrating experiential and direct consumer interactions across character brands, sports franchises, entertainment stars, and influencers. Despite challenges from inflation, Vats noted that L&M strategies have bolstered Fast-Moving Consumer Goods (FMCG) and services, overcoming geographic and economic barriers.

Celebrity Licensing 

Both Hollywood and Bollywood celebrities have extended their brands across various categories. Indian examples include Virat Kohli's Wrogn, Katrina Kaif's Kay Beauty, Salman Khan's Being Human, and Hrithik Roshan's HRX. Globally, Rihanna’s Fenty, Kylie Jenner’s Kylie Cosmetics, and Kim Kardashian’s SKIMS serve as benchmarks.

Sandeep Dahiya, Founder and CEO of Branquila Brand Ventures, emphasized that licensing in India is still perceived as brand marketing rather than a revenue model. He compared merchandising revenues, citing that while Manchester United earns over $100 million, top IPL teams generate only $2–3 million. Dahiya also pointed to Netflix’s L&M strategy, which expanded into over 10 categories, and noted a shift in India’s L&M sector from a focus on children to engaging adult audiences.

According to the 2023 Licensing International study, the global licensing industry grew by 8.02% in 2022, with the South Asia/Pacific region achieving 12.4% growth. Globally, entertainment and character licensing contribute 41% of revenue, while in India, this figure is only 26%.

Blockbuster Indian films like Bahubali and Pushpa demonstrate the potential for movie-centric L&M, akin to Hollywood franchises such as Marvel, Star Wars, and The Godfather. Vats believes Bollywood is just beginning to explore this trend.

Experiential Licensing and IP Innovation

Today, multiple brands are leveraging on the popularity of Intellectual Properties (IPs) such as concerts, sports leagues, amusement parts and licensed immersive experiences. From brand launches to integrations, multiple FMCG, automotive and apparel brands are connecting with GenZs to enhance their reach and fandom. 

Theia Enterprise India Private Limited the exclusive licensee of Da Vinci Genius in India recently launched multiple merchandises of Mona Lisa and the Last Supper, Tabish F Khan, Founder and Director at Theia Enterprise India Pvt. Ltd said, “The immersive experience that we create around Da Vinci has been widely being acknowledged by brands. Multiple brands plan their launch at our immersive experience venue.” 

Khan said, “Brands in the apparel or stationary sectors are creating cool stuff around Mona Lisa. This innovation that we have brought to India is exceptional and this is an IP that is not only creative but is now being explored widely by brands.” 

Sports Merchandising Growth

The global licensed sports merchandise market, valued at $30.8 billion in 2021, is expected to grow to $52.04 billion by 2030 at a CAGR of 6%. FanCode, a major player in India, has partnered with international sports organizations such as FIFA, ICC, NBA, and MotoGP. The company has grown fivefold over three years and aims to double its subscriber base this year, tapping into India’s 600 million sports fans, 136 million of whom are avid followers.

In 2024, Mumbai Indians collaborated with innovative hemp brands like Ecentric and cutting-edge gaming accessory providers like Cybeart, among others. The full spectrum of licensees now encompasses a wide range of categories, including replica apparel from PlayR, Suditi (Apparel), Fancode (Apparel), Ecentric (Apparel), Celio (Apparel), Skechers (Apparel), EUME (Backpacks and Travel accessories), Cybeart (Gaming chairs), Parksons (Playing Cards), CrunchBox (Popcorn), Chupps (Footwear Sliders), Boldfit (Training Gear), and Dudeme (JIT Apparel), further enhancing the experience of fans.

Dahiya noted the need for greater creativity and imagination in driving brand extensions and collaborations in India. He also emphasized the importance of stronger IP laws to protect licensors and licensees.

The 2023 Review of Notorious Markets for Counterfeiting and Piracy (the Notorious Markets List), released by the US Trade Representatives, identified 39 online and 33 physical markets. The report included three Indian markets in New Delhi, Mumbai, and Bengaluru, as well as three online markets reportedly involved in substantial trademark counterfeiting or copyright piracy.

A survey conducted by the Authentication Solution Providers' Association (ASPA) and the Credit Rating Information Services of India Limited (CRISIL) revealed that consumer perception suggests counterfeiting affects 25-30 percent of the market, higher than general industry expectations. Counterfeiting is particularly prevalent in the FMCG, apparel, and agro-chemical sectors, accounting for approximately 30 percent.

From Pushpa swag to IPL drip, India's growing craze for merchandise

The mega auction for the 2025 Indian Premier League (IPL) season will be held in Jeddah, Saudi Arabia, on November 24 and 25, as announced by the BCCI. Player registration closed on Monday, with a total of 1,574 cricketers (1,165 Indian and 409 overseas) registering for the event. The auction coincides with days three and four of the first Test match between India and Australia in Perth, which starts on November 22.

Each franchise will be able to form a squad of up to 25 players (including retained players), with a total of 204 slots available. This player pool comprises 320 capped players, 1,224 uncapped players, and 30 players from Associate Nations.

Among the capped players, 48 are from India, while 965 Indian uncapped players will also be available in the auction. High-profile Indian stars like Rishabh Pant, KL Rahul, Shreyas Iyer, and Arshdeep Singh are expected to be part of this year’s event.

The 10 franchises collectively have around ₹641.5 crore available for the 204 slots, of which 70 are reserved for overseas players. Currently, 46 players have been retained by the 10 franchises at a total expense of ₹558.5 crore.

Each franchise was initially allocated ₹120 crore for building their squads. Following the retention process announced on October 31, the Punjab Kings have the largest remaining budget at ₹110.5 crore, having retained only two uncapped players, Shashank Singh and Prabhsimran Singh, for ₹9.5 crore.

The Rajasthan Royals, led by Sanju Samson, have the smallest purse at ₹41 crore after retaining six players. The Kolkata Knight Riders have also retained six players, leaving them with a budget of ₹51 crore.

Mega IPL auction to take place in Saudi Arabia on Nov 24 and 25

The Competition Commission of India (CCI) published the 48-page detailed order approving the mega media merger of Reliance Industries and Walt Disney, entailing various conditions, including divestment of seven TV channels. Reliance expects to complete merger with Disney's India business in Q3. 

As part of seeking the regulator's approval, the parties have voluntarily agreed that they will not bundle TV ad slots for IPL, ICC and BCCI cricketing rights till the end of existing rights. Also, the parties will sell seven TV channels, including Hungama and Super Hungama.

Among other conditions, the companies have voluntarily agreed that they will not bundle together the TV ad slot sales for all three cricketing rights available with them — IPL, ICC and BCCI — for the remaining tenure of the existing rights.

"The parties will not bundle together OTT ad slot sales for all three cricketing rights available with the parties i.e. IPL, ICC and BCCI for the balance tenure of the existing rights," the 48-page order said.

The parties have given an undertaking that they will not increase the advertisement rates to an unreasonable level on their TV and streaming platforms for the ICC and IPL events till the current rights are held by them.

On August 28, CCI said it had approved the merger of media assets of Reliance Industries and The Walt Disney Co to create the country's largest media empire worth over ₹70,000 crore.

The deal, announced earlier this year, had faced scrutiny by the anti-trust regulator, and the approval has come after the parties proposed certain modifications to the original transaction structure.

Reliance is all set to control over 60 per cent of the new combined unit — 16 per cent directly and 47 per cent via the Viacom18 Media business it largely owns — while 37 per cent goes to Disney. The combined entity will hold two streaming services and 120 television channels. Reliance owns Viacom18 Media and Digital18, and Disney controls Star India and Star Television.


Reliance-Disney merger: CCI releases 48 page order, parties agree to not bundle cricket ad slots

The Union Health Ministry has reached out to the Sports Authority of India (SAI) and the Board of Control for Cricket in India (BCCI) to implement measures that prevent surrogate advertising of tobacco and alcohol products by athletes.

In a letter to BCCI President Roger Binny and SAI Director General Sandip Pradhan on Thursday, Dr. Atul Goel, Director of Health Services, requested both organizations to sign an anti-tobacco Declaration of Interest form. He also urged them to avoid promoting surrogate advertising of tobacco or alcohol products at events hosted by BCCI and SAI.

"BCCI is responsible for setting policies, guidelines, and a roadmap for the promotion and governance of cricket, keeping in mind the players and fans in India. Athletes, especially cricketers, are role models in society, particularly for young people, promoting a healthy, active, and productive lifestyle. It is disheartening to see some of the most well-known cricketers and famous actors involved in surrogate advertisements for tobacco and alcohol products during events like the IPL," Dr. Goel wrote to Binny.

He suggested that the Board issue directives to cricketers under its jurisdiction to refrain from surrogate promotion, partnership, or advertisement of tobacco-related products. The letter further stated, "It is hereby requested not to allow such surrogate advertisements during other BCCI sporting events, such as the IPL." Similar request have been made to the SAI Director General.

The government's position aligns with existing regulations under the Cigarettes and Other Tobacco Products Act (COTPA). The letter comes amid growing public health concerns linked to tobacco use, with the Global Adult Tobacco Survey attributing nearly 1.35 million deaths annually to tobacco-related causes.

Health Ministry urges BCCI, SAI to avoid promoting surrogate advertising of alcohol & tobacco

Advertising on television for Indian Premier League  saw a 9 percent growth in ad volume per channel compared to IPL 2023 in the first 31 matches.

According to TAM data, in this period, the number of categories and advertisers also saw significant growth. Last year there were a total of 35 plus categories and 45 plus advertise this year in the 31 match period. The number of categories, grew to  touch 55 plus categories, while the number of advertisers stood at 65 plus. 

The top advertise for the season till date are ecom – gaming with 18 percent share of ad volumes, followed by range of food products, pan masala, cellular phones – smartphones and perfumes/deodorant.

Ecom, gaming and pan masala are the only two common categories between this year and last year. 

Moving on to advertisers, the top advertisers in this period are Parle Products, Sporta Technologies (Dream11), Playgames 24*7 (My11circle), Vishnu Packaging (Vimal Elaichi Pan Masala) and K P Pan Foods (Kamla Pasand Silver Coated Elaichi). 

Overall, there were 37 new categories and 94 new brands present in the 31 matches of IPL 2024, compared to the same number of matches in IPL 2023. 


The top five new categories were range of food products, securities/share broking organisations, ecom – financial services, internet service providers, ecom – wallets. 


The top five new brands included Parle Food Products, Groww, Fogg, Airtel, Xstream Fibre and Upstox.

E-commerce and gaming leading the show as top advertisers for IPL 2024

PayZapp by HDFC Bank joins the cricket fever with its new ad featuring RCB players. Continuing its proposition of maximum payment choices, Wondrlab India created an ad that highlights the irony of the players being choiceless in the ad but having multiple payment choices on the app.

The film gets popular RCB players to "sell" like never before.

Talking about the campaign, Ravi Santhanam, Group Head, Chief Marketing Officer & Head - Direct to Consumer Business, HDFC Bank, says, "PayZapp's partnership with RCB is a strategic move to leverage the cricket season extravaganza. With cricket being such a popular sport in the country, the league gives PayZapp an ideal opportunity to enhance visibility and mindshare. The partnership helps us strengthen the 'Choice of Payments' brand positioning and build a better recall for PayZapp. We are proud to be the official payments partner of RCB.”

<a href="https://www.storyboard18.com/brand-makers/hdfc-bank-cmo-ravi-santhanam-on-cracking-the-ipl-ad-game-27745.htm">Read more: HDFC Bank CMO Ravi Santhanam on cracking the IPL ad game</a>

Amit Akali, the CCO and co-founder of Wondrlab India, states, “After the success of PayZapp’s launch campaign, our goal was clear: to craft an advertisement that would once again break through the clutter, particularly amidst the fervour of the cricket season. Collaborating with RCB provided the perfect platform to place the players in unconventional scenarios, while they talk about payment choices on the app.”

Gauri Gokarn, Content Director, Wondrlab India, added, “With PayZapp, we’ve always been quirky while talking about choices. And helping unleash the inner salesmen of the players was an absolute joy.”

The film is now live and can be spotted during India’s biggest cricket tournament, and on social media platforms.

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IPL Ads: Wondrlab’s new spot for PayZapp by HDFC Bank gets RCB Players to sell, literally

The Board of Control for Cricket in India (BCCI) had invited owners of the 10 IPL teams for an informal meeting in Ahmedabad on April 16. However, the meeting is likely cancelled, as per a TOI report, which also states that certain franchise owners denied receiving an invitation from BCCI. 

The owners' meeting was going to take place on the sidelines of the game between Delhi Capitals and Gujarat Titans at the Narendra Modi Stadium. Over a week ago, a BCCI official had told PTI that the IPL owners had been invited for an informal meeting with "no set agenda". Adding that, "Since IPL will be into its second month, it will be a good time for all stake-holders to get together." 

Previously it was said that the discussions were likely to be around the mega auction due later this year, covering player retentions and potential increase in the auction purse which currently stands at Rs 100 crore. BCCI secretary Jay Shah, president Roger Binny and IPL chairman were to attend the meeting.

<a href="https://www.storyboard18.com/how-it-works/bcci-to-increase-retainer-fees-for-players-focusing-on-test-and-domestic-cricket-24988.htm">Read more: BCCI to increase retainer fees for players focusing on test and domestic cricket</a>

<a href="https://www.storyboard18.com/brand-marketing/bcci-secretary-jay-shah-clarifies-complete-ipl-will-happen-in-india-only-26603.htm">Read more: BCCI secretary Jay Shah clarifies, 'complete IPL will happen in India only'</a>

BCCI's April 16 meeting with franchise owners cancelled?

Travel tech platform EaseMyTrip.com has been selected as the Official Travel and Experience Partner with Royals Sports Group-owned franchise Rajasthan Royals for the ongoing 2024 season.

EaseMyTrip will provide Royals assistance in travel bookings, hospitality services and other travel requirements. As part of the tie-up, the Royals will be seen endorsing the value-add being brought to the franchise through EaseMyTrip's travel bookings services. The partnership will come to life in the form of engaging and entertaining pieces of digital content - something that the Royals are renowned for.

Sharing his thoughts on being the Official Travel and Experience Partner, Nishant Pitti, CEO & Co-founder, EaseMyTrip said, ”We are proud to announce our official partnership with Rajasthan Royals. This collaboration not only enhances the Royals' travel experience but also reinforces our commitment a strong supporter of sports across various domains. With our seamless travel solutions, we're dedicated to ensuring the Royals' away matches are stress-free, allowing them to focus on their game. Looking forward to crafting unforgettable travel experiences at the intersection of sport and adventure.”

Commenting on the Official Partnership, Alok Chitre, Chief Business Officer, Rajasthan Royals, stated, "We are pleased to partner with EaseMyTrip, a brand known for its top-class travel solutions and customer satisfaction. Through this association, we are looking forward to creating some unique travel experiences which sit at the intersection of sport and travel."

Rajasthan Royals have started the 2024 season on a positive note, with three wins in three matches, and are today traveling back to Jaipur with EaseMyTrip's assistance to face Royal Challengers Bengaluru in their #PinkPromise match on 6th April at the Sawai Mansingh Stadium.