The 18th Indian Premier League has begun with a bang. Although not as big a one as the very first  match in 2008, when Brendon McCullum smashed an unbeaten 158 off 73 deliveries in a total of 222 for Kolkata Knight Riders, it has generated some powerful batting displays. In the first five matches, an average of 208.7 runs has been scored per innings in the first five matches; in 2008, it was 152.

In the last three years, the average has increased year on year from 165 in 2022 to 173 in 2023 and 175.5 in 2024. On the limited evidence available, this looks set to rise again in 2025.

Various explanatory variables have been suggested. One is the preparation of pitches which are conducive to batting. Second is the increase in so-called matchups, in which batters target individual bowlers. This is based on a level of analysis and data not available in the IPL’s early years. Amongst many outputs, current levels of analysis identify which bowlers are most vulnerable to being hit by particular batters.

Thirdly, an expansion of teams in 2022 from eight to 10 may have caused a dilution in the quality of the player pool. The tournament rules that each squad can have a maximum of 25 players, of whom no more than eight can be overseas. In a playing 11, no more than four can be overseas players. The addition of two teams created a demand for more Indian players and it is a commonly held view that the pool of bowling talent in India is not as deep as the batting pool.

A fourth variable is the introduction of an impact player in 2023. Each team is allowed to make one substitution throughout a match. In terms of team selection, a specialist batter can be played and then substituted by a bowler, who can bowl a full quota of overs, or a specialist bowler can be swapped for a batter. It is an initiative which does not sit well with purists, who believe cricket is an 11-person-per-team game based on carefully judged selection criteria that carry elements of risk. The impact player means selectors can spend less time assessing the optimum balance for an XI.

A classic case of the impact which a substitute can have occurred in match four. Lucknow Super Giants scored 209 for eight and then reduced the Delhi Capitals to 65 for five in the seventh over. Ashutosh Sharma was introduced as an impact player and, together with Viprag Nigam, compiled a 55-run partnership for the seventh wicket. Further wickets fell right down to the final over when six runs were needed with only one wicket remaining. Sharma struck a six to win the game and catapult himself into the limelight. The IPL provides opportunities for heroes to emerge, sometimes those who were not previously household names.

Sharma’s innings of 66 from 31 deliveries will have provided some justification for those in favor of impact players. The IPL management regards itself as progressive and has this year lifted a ban on the use of saliva to shine the ball that was introduced in 2020 during the pandemic. This is good news for the beleaguered bowlers, as is that they will be allowed a choice of a new ball after the 10th over of the second innings, when dew can affect their ability to grip the ball firmly.

It is not only on the pitch where the IPL is scoring heavily. Investment bankers Houlihan Lokey estimate the IPL’s 2024 brand value to be $3.4 billion, an increase of $1.6 billion since 2022. This is second only to the National Football League, which has been running in the USA since 1920.

All the indications point to the IPL’s value continuing to increase in 2025. In addition to the title partner, TATA, the IPL website lists seven other central partners, an increase on 2024. Three associate partners are My11Circle, AngelOne and RuPay. There are four official partners: Wonder Cement, CEAT, Star Sports for broadcasting and JioHotstar for digital streaming.

A major growth-driver will be broadcasting and streaming. The current IPL edition is the first to be broadcast on JioStar, which was formed following the merger of Star India and Viacom18. Its reach is achieved through 24 channels/platforms, plus JioHotstar and is underpinned by ownership of TV and digital rights for the tournament. This reach was witnessed in its coverage of the 2025 Champions Trophy, which became the second-highest rated One Day International in TV history, outside World Cup matches. It is understood JioStar has been able to achieve an increase in advertising rates for the IPL of over ten percent compared with 2024.

The integrated nature of JioStar across the three viewing platforms of linear TV, mobiles and connected TVs provides brands with an opportunity to enhance their brand equity. In 2025, there is no competition for media spend from political election campaigns, the T20 World Cup or the Olympics. As a result, advertisers are allocating significant spend around IPL 2025.

Team sponsorship revenues have also increased, thought to be in the order of 20 percent across the board compared with 2024. Mumbai Indians’ tie-up with Lauritz Knudsen is rumored to have broken all IPL records for front-of-jersey. A combination of new and legacy sponsors has served to raise values. Although front-of-jersey is the prime piece of cricketing kit real estate, franchises have each attracted multiple sponsors for other parts of their kit and playing environment.

The IPL now towers over the cricket world from both a playing and commercial standpoint. It has merged sport, entertainment and business in the creation of a highly visual brand. There have also been spin-off effects; a global franchise cricket product has emerged, whilst there have been economic benefits at both local and national levels in India. The IPL is now embedded in Indian culture, providing a vehicle of expression for its cricket-mad population. It shows no sign of slowing down — quite the opposite, in fact.