BCCI bags Rs 270 crore AI sponsorship deal for IPL

• 24 Jan 2026

Why in News? 

The Board of Control for Cricket in India (BCCI) has signed a landmark ₹270 crore sponsorship agreement with Google’s artificial intelligence platform, Gemini, ahead of the Indian Premier League (IPL) 2026 season.

Key Points: 

• Role: Gemini, developed by Google, will feature prominently across IPL branding, digital platforms, and broadcast promotions. 
  Duration: The three-year deal, beginning from IPL 2026, marks a notable shift in the commercial landscape of Indian cricket with AI platforms entering mainstream sports sponsorship. 
  • This engagement reflects increasing interest from global AI companies in associating with high-viewership sports properties in India.  
• Regulatory Shifting:The deal comes after regulatory shifts in India’s sports marketing space, including a ban on real-money gaming and fantasy platforms from major sponsorship roles, which opened the field for technology-driven brands to fill the investment gap. 
• Financial Impact: This agreement further solidifies the IPL as one of the most commercially robust sporting leagues globally, demonstrating strong market confidence in the tournament's brand value. 
• Significance: Reinforces the IPL’s global commercial appeal and attractiveness to technology majors. 
  • Signals a broader trend of AI brands leveraging sports for brand visibility and user engagement. 
  • Highlights the evolution of cricket marketing beyond traditional consumer sectors into digital innovation ecosystems. 
• Future of Sports Engagement: The partnership signals a major shift toward data-driven insights and personalized fan experiences in sports entertainment.