Key Highlights:
- Google’s Gemini has reportedly signed a three-year IPL sponsorship deal worth around ₹270 crore, running through the 2028 season.
- The move suggests that AI brands are inreasinglt tageting the craze of cricket around the world for theiir visibility in the global level.
- Similar partnership trends have been emerging worldwide, with Microsoft in the NFL and Premier League, and Lenovo now tied to the 2026 FIFA World Cup.
There’s no denying that the BCCI is the biggest cricket board in the world, with reported profit projections of nearly ₹6,700 crore for FY2025–26. The BCCI’s projections also include massive contributions from the Indian Premier League (IPL). If you live in India or around the world and are familiar with cricket, you must be aware of the IPL. It is the biggest franchise cricket league in terms of viewership, valuation, and star power, followed by South Africa’s SA20, Australia’s Big Bash League (BBL), and more.
Gemini sponsorship deal eyes IPL global reach to maximize AI brand’s visibility
Well, it seems Google is looking to use the IPL’s viewership to maximize Gemini’s brand visibility. According to a new report by the Economic Times, Google has signed a three-year deal with the IPL for a whopping ₹270 crore. While there’s no official input from either Google or the BCCI on this deal, the report highlights the growing interest of AI companies in leveraging the popularity of the IPL.
To catch you up, OpenAI’s ChatGPT is already a “premier partner” of the Women’s Premier League (WPL) through the 2026 and 2027 seasons. Meanwhile, the latest deal between Gemini and the IPL will reportedly run through the 2028 edition of the tournament. For those unaware, Gemini was also the global sponsor of the historic ICC Women’s Cricket World Cup 2025, where Harmanpreet Kaur-led Indian team clinched the title for the first time ever with a thrilling win over South Africa at the DY Patil Stadium in Navi Mumbai.
In the same tournament, Google used Gemini to showcase its real-time capabilities, such as AI-powered pitch reporting with Gemini Live. The company integrated it into fan engagement campaigns and used its ability to analyze data for deeper insights, pulling cricket fans around the world towards Gemini. Google has showcased the use of Gemini to enhance visibility and practicality, hinting that innovative applications can be beneficial in sports broadcasting and fandom.
The sponsorship trend is not limited to just cricket
After football (aka soccer), cricket is the most lucrative sport with massive global reach. No wonder big AI brands are looking at it as their best bet to stay in the public eye around the world. In the coming days, don’t be surprised to see more AI brands bidding on cricket sponsorships. This shift is not limited to India or cricket. Around the globe, AI platforms are partnering with football and other major sports.
As of August 2025, Microsoft expanded its partnership with the NFL, using Copilot AI for in-game coaching, scouting, and stadium operations. Microsoft is also the official cloud and AI partner of the Premier League, by the way. Meanwhile, Lenovo has stepped into global football in a big way. The company is the Official Technology Partner for the 2026 FIFA World Cup. Lenovo will deliver AI-driven “Football AI” innovations, including 3D player avatars and “Referee View” broadcast enhancements for FIFA and the Club World Cup.
