Sports
IGI partners with Gujarat Titans for IPL 2026
Diamond certification body becomes associate partner of the franchise.
MUMBAI: When cricket needs precision and diamonds demand trust, sometimes the perfect partnership is just a boundary away. The International Gemological Institute (IGI) has teamed up with Gujarat Titans (GT) as an associate partner for the current edition of the Indian T20 League. The collaboration aims to boost consumer awareness, transparency, and responsible decision-making in the jewellery industry by leveraging the massive reach of the popular IPL franchise.
As part of the association, IGI’s logo will appear on the Gujarat Titans uniform throughout the season.
Speaking on the partnership, IGI global CEO Tehmasp Printer drew a clever parallel with the game, “Just as cricket relies on DRS to ensure every decision is accurate and beyond doubt, IGI brings that same standard of independent review to every diamond it certifies. The 4Cs, Cut, Clarity, Carat, and Colour form the foundation of our work, enabling transparency and trust.” He added that Gujarat Titans reflect the same discipline, consistency and pursuit of excellence that define IGI.
Gujarat Titans COO Colonel Arvinder Singh welcomed the tie-up saying, “Gujarat has always been closely linked with craftsmanship, precision and a strong legacy of excellence. This association reflects a shared commitment to trust, integrity and consistency.”
The partnership highlights a meeting of two worlds, one built on sixes and strategic reviews, the other on sparkle and scientific certainty proving that even in the glitz of the IPL, some things are best judged with clarity and precision.
Sports
IPL 2026 ad race sees digital-first categories dominate CTV
E-commerce leads CTV with 35 per cent share; Google tops linear TV
MUMBAI: In the IPL’s biggest face-off yet, it’s not just bat versus ball, it’s screen versus screen. And in IPL 2026, connected TV seems to be playing a very different game from traditional television. Fresh data from TAM Sports shows that advertising trends across Linear TV and CTV diverged sharply during the first 22 matches of the tournament, underlining how brands are splitting strategies across platforms.
On CTV, digital-first categories clearly stole the spotlight. E-commerce media, entertainment and social media alone accounted for a commanding 35 per cent share of ad volumes, followed by e-commerce services at 12 per cent. Smartphones (8 per cent), cars (7 per cent) and air conditioners (5 per cent) rounded off the top five, signalling a strong tilt towards tech-savvy, urban audiences.
Linear TV, however, told a more traditional story. Mouth fresheners led with a 14 per cent share, followed by e-commerce services at 12 per cent. Categories such as e-wallets, financial institutions and paints each held a 6 per cent share, reflecting mass-market consumption patterns that continue to anchor broadcast television.
The advertiser mix further highlights this split. On CTV, Star India (JioHotstar) dominated with a hefty 35 per cent share, followed by Google at 20 per cent. Havells India and Renault India each accounted for 4 per cent, while Reliance Consumer Products stood at 3 per cent.
On Linear TV, Google emerged as the top advertiser with a 13 per cent share, followed by Reliance Consumer Products at 9 per cent. Vishnu Packaging and Havells India held 6 per cent each, with K P Pan Foods at 5 per cent.
Despite these differences, there was notable overlap. More than 25 categories and over 20 advertisers were common across both platforms during the 22-match period. E-commerce, mouth fresheners, cars and paints featured prominently across screens, while brands like Star India (JioHotstar), Google and Reliance Consumer Products maintained strong cross-platform presence.
Yet, exclusivity is where the divergence becomes sharper. CTV saw over 15 exclusive categories and more than 25 exclusive advertisers, including smartphones, astrologers and fast food outlets. Linear TV mirrored this with over 15 exclusive categories and 20-plus advertisers, led by chocolates, jewellery and personal care.
The broader takeaway is clear. IPL advertising is no longer a one-screen strategy. CTV is fast emerging as a playground for digital-native, high-engagement categories, while Linear TV continues to deliver scale for traditional mass brands.
As the tournament progresses, one thing is evident: in the advertising IPL, it’s not just about where the eyeballs are, it’s about which screen they’re on.
