The Indian cricket is witnessing a new type of sponsor prior to IPL 2026. The Indian premier league will incorporate a significant artificial intelligence (AI) platform into its commercial ecosystem, the first time technology firms are looking to tap into the huge following of cricket.
Google creative AI system Google Gemini is reportedly entering into a three-year sponsorship contract with the IPL estimated to be 270 crore. Although no formal announcement concerning the deal has been made, the joint venture is likely to provide Gemini with a high profile on the field, such as field branding and media backgrounds.
The agreement is indicative of the increased attention of AI-based businesses to Indian cricket. Historically, the list of IPL sponsors was filled with the representatives of such industries as cars, alcohol and soft drinks, role-playing games, and consumer products. AI brands are now entering the competition, and they consider that the best way to access millions of users is through cricket.
AI has previously entered into the advertising of cricket. ChatGPT became the sponsor of women premier league last year in a two-year contract. As the popularity of female cricket is on the rise, with a recent world cup victory by India, there is an increased investment by brands in the men and women league. Gemini had been an international sponsor as well in the ICC Women Cricket World Cup 2025.
The AI firms are currently using high-end cricket deals as a direct competition to well-known brands. The high bid of the BCCI jersey sponsorship, in 2024, by design platform Canva, but lost to Apollo Tyres, reveals the level of competition on the market.
The IPL has an unparalleled reach; this has been one of the largest contributors to this interest. The 2025 season also registered almost one billion television and digital viewership with a cumulative viewership of approximately 1.19 billion. These figures render the IPL by far one of the strongest advertising platforms across the globe.
Cricket has been experiencing a lot of investment as some of the old forms of advertising are decelerating. Following the example of fantasy sports brands before it, AI platforms are also now establishing themselves as partners in the game over the long term, leveraging the popularity of cricket to gain trust and visibility among Indian users.
As IPL 2026 is approaching, the arrival of AI sponsors is a new step where technology and cricket are closer than ever before.