Big tech major Google’s artificial intelligence (AI) platform Gemini has reportedly signed an INR 270 Cr deal with the Board for Control of Cricket in India (BCCI) to sponsor the Indian Premier League (IPL).
“The deal is for three years and reinforces IPL’s global appeal,” a BCCI official told news agency PTI.
Gemini joins the IPL bandwagon barely three months after its rival ChatGPT also bagged a key sponsorship for the ongoing Women’s Premier League (WPL).
The AI platforms have joined the IPL marketing blitz after BCCI began looking for a new jersey sponsor last year. This came after the Centre’s ban on real money gaming (RMG) led to the closure of an ongoing deal with Dream11.
Eventually, Apollo Tyres replaced Dream11 as the jersey sponsor, securing the rights for INR 579 Cr. Meanwhile, Tata Group continues to hold the title sponsorship rights for the IPL.
The months-long cricketing action, which is slated to begin on March 26, garners big viewership numbers on both TV broadcast as well as OTT streaming platforms. Startups and consumer services giants choose IPL as an advertising medium to attract eyeballs and cash in on the cricketing fervour.
For Google Gemini, the tournament is expected to offer precise targeting, measurable return on investment (RoI), high brand recall and sales.
The development comes as global AI giants seek to find their footing in one of the world’s biggest digital markets, by users, and monetise their platforms. By late-2025, India was ChatGPT’s biggest ground by number of users, while Gemini too is growing rapidly in the country.
This growth has largely been driven by free access offered in partnership with telecom operators.
At the heart of all this is the growing adoption of AI chatbots in the country, driven primarily by the young population, affordable tariffs and subscriptions, and intense competition among big tech giants.
On the back of these factors, Indian AI startups have raised $18 Bn since 2020. The sector is projected to become a $126 Bn opportunity by 2030.
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