iWorld
IPL hit for a six as brand value dips 20pc amid regional turbulence
MUMBAI: Cricket’s biggest carnival just found itself bowled by geopolitics. The Indian Premier League (IPL) usually immune to economic jolts has taken a rare hit, with its ecosystem value slipping 20 per cent from $12 billion to $9.6 billion in 2025, according to Brand Finance’s latest report. A week-long suspension of matches, including play-offs, due to regional conflict and safety concerns meant the world’s most valuable cricket league finally felt the heat off the pitch.
But if history has taught anything, it’s that the IPL doesn’t stay down for long. The league has suffered only one other dip in its history in 2020, thanks to COVID-19 and bio-bubbles, yet has grown steadily over the decade. And even in a turbulent year, the 2025 season delivered a staggering 384.6 billion minutes of online watch-time, a record that proves India may pause cricket, but it never looks away.
At the top of the team-value table, Mumbai Indians ($108 million) reclaimed the No 1 spot, powered by a fiercely loyal fan base and consistently strong brand management. MI also held on to third place in brand strength with a BSI of 85/100.
The emotional story of the season, however, belonged to Royal Challengers Bangalore. Ending an 18-year title drought catapulted RCB to second place at $105 million, while its electric fan base pushed it to the No 2 spot in brand strength at 89.5/100. The celebrations did turn chaotic with a stampede at the home stadium, creating a PR setback that the team will now need to course-correct.
Meanwhile, Chennai Super Kings, despite an inconsistent season clouded by leadership and squad uncertainties, retained their crown as the strongest franchise for the third straight year, boasting a league-best BSI of 92.6/100. CSK’s cultural muscle, passionate fans, sticky digital content and long-term sponsors remains unmatched.
Beyond the men’s league, the Women’s Premier League (WPL) is scripting its own surge. In just 15 games, the 2025 season pulled 103 million TV viewers, supported by 70-plus brands from beauty to BFSI. Franchise sponsorships grew 10–20 per cent, and central deals rose around 10 per cent, cementing the WPL as one of India’s fastest-growing sports properties.
“The IPL stands as a testament to the perseverance and transformative power of sport,” said Brand Finance India managing director Ajimon Francis. Even with a 20 per cent drop, he added, IPL’s engagement and global footprint remain unrivalled.
With fans from Australia to the UAE, Saudi Arabia and South Africa tuning in, Brand IPL continues to prove one thing: even in a shaky year, cricket’s biggest brand still knows how to stay in play.
iWorld
Meta launches AI connectors for ads in open beta
Tools enable campaign creation, reporting and insights via AI platforms.
MUMBAI: If ads were once about gut feel, Meta now wants them run on autopilot with AI riding shotgun. The company has unveiled its Meta ads AI connectors in open beta, a move aimed at embedding campaign creation, management and analysis directly into the AI tools advertisers already use. The push reflects a broader shift in digital advertising: from platform-led workflows to AI-assisted, cross-tool execution.
At the heart of the rollout are Meta’s ads model context protocol (MCP) server and a command line interface (CLI), which together allow advertisers to securely link their ad accounts to AI agents. The promise is straightforward real campaign data, not generic prompts, powering decisions across workflows.
The connectors are designed to streamline multiple layers of campaign management. Advertisers can generate detailed performance reports, create and edit campaigns using natural language, manage product catalogues, and diagnose signal quality, all without leaving their preferred AI environment.
Meta is also leaning into ease of adoption. For MCP, the company says setup requires no coding, developer credentials or API integrations, positioning the tools as accessible for businesses of varying sizes and technical maturity.
The launch complements Meta’s existing AI business assistant within Ads Manager, which focuses on recommendations and troubleshooting inside the platform. The connectors, by contrast, extend that intelligence outward into third-party AI tools that marketers increasingly rely on for cross-channel planning and automation.
The underlying strategy is clear: instead of forcing advertisers deeper into its ecosystem, Meta is meeting them where they already work while still keeping its data and ad infrastructure at the core of decision-making.
As AI continues to reshape how campaigns are conceived and executed, Meta’s latest move signals a future where managing ads may feel less like operating software and more like having a conversation.
