In a major move set to intensify competition in India’s cola market, Reliance Consumer Products Ltd. (RCPL)-owned Campa has secured the co-presenting sponsorship rights for the upcoming Indian Premier League (IPL) season. The deal, reportedly valued at nearly ₹200 crore, displaces last year’s rights holder, Coca-Cola’s Thums Up, signaling a renewed battle in the country’s soft drinks segment.
Industry executives familiar with the development noted that this sponsorship marks Campa’s first major national advertising push since its relaunch. “This is a prime slot in IPL, and for Campa to acquire it signals its aggressive plans for pan-India expansion,” an executive stated.
The early onset of summer has further intensified competition among soft drink brands. Apart from Campa, RCPL will advertise its sports drink Spinner and energy drink RasKik Gluco Energy during the T20 tournament. Both products, priced at ₹10, will debut their advertising campaigns during IPL.
Spinner, a sports drink co-developed with former Sri Lankan cricketer Muttiah Muralitharan, has also partnered with five IPL teams—Lucknow Super Giants, SunRisers Hyderabad, Punjab Kings, Gujarat Titans, and Mumbai Indians—for on-ground branding and promotions.
Meanwhile, Coca-Cola will continue its presence in IPL, maintaining partnerships with Chennai Super Kings and Kolkata Knight Riders while securing additional sponsorship slots. The global beverage giant also plans to leverage its partnership with Domino’s Pizza, following Jubilant FoodWorks’ acquisition of a 40% stake in Coca-Cola’s bottling arm, Hindustan Coca-Cola Beverages (HCCB), in December 2024.
Media executives estimate that combined advertising revenue from television and OTT platforms for IPL 2025 will rise by 8-10%, reaching ₹4,500 crore. The March-to-July summer period contributes to over 50% of annual soft drink sales, making IPL a lucrative advertising opportunity.
IPL 2025, scheduled from March 21 to May 25, has attracted significant sponsorship interest. “With IPL being the most sought-after event for advertisers, multiple new sponsorship slots are being signed for on-air and digital platforms,” an industry insider stated.
A December 2024 report by Brand Finance estimated that the cumulative brand value of IPL franchises surged 13% year-over-year to $12 billion, up from $2 billion in 2009. Chennai Super Kings, Mumbai Indians, Kolkata Knight Riders, and Royal Challengers Bangalore have each surpassed a brand value of $100 million for the first time.
In 2024, Tata Motors renewed its title sponsorship for five years at ₹2,500 crore, marking the highest sponsorship deal in IPL history. Other significant partnerships last year included CEAT as the strategic timeout partner and PayTM as the umpire partner.
With Campa’s aggressive IPL entry, the Indian cola wars are set for an exciting revival, as major beverage brands compete for dominance in the country’s booming soft drinks market.