Sports
IPL 19 records 96.8 ad index as advertisers and categories decline: TAM Sports report
Fewer categories and advertisers as tech and FMCG brands reshape IPL ad mix
NEW DELHI: The on-field action remains strong, but advertising activity during the Indian Premier League has shown a slight shift this season. A report from TAM Sports, a division of TAM Media Research, indicates that the first 13 matches of IPL 19 have recorded a marginal decline in commercial volumes compared to the same phase last year.
Indexed ad volumes stood at 96.8, down from 100 in IPL 18. The number of advertising categories fell from over 50 to 40, while the advertiser base reduced from 65 to 45. At the same time, the number of channels broadcasting the tournament declined from 28 to 25.
Mouth Fresheners emerged as the leading category, contributing over 14 per cent of total ad volumes. Ecom-Other Services and Ecom-Wallets followed, maintaining a strong presence during the early part of the tournament.
The technology sector has gained prominence this season. Google ranked as the top advertiser, accounting for over 13 per cent of ad share. The company focused on promoting its Google Search Engine and Google Gemini AI platform. In contrast, categories such as Ecom-Gaming and Cellular Phones-Smart Phones did not feature among the leading segments this year.
TAM Sports analyst Arjun Sharma said the decline in volumes reflects a more focused approach by advertisers, with fewer but more prominent players dominating the space.
The report also identified new entrants, with ten additional categories including Chocolates, Laptops/Notebooks, and Hair Care products. Among companies, Vishnu Packaging and Reliance Consumer Products remained key advertisers, while Havells India and K P Pan Foods continued to feature prominently.
Among brands, Vimal Pan Masala and Kamla Pasand Silver Coated Elaichi recorded high visibility, while Cadburys Dairy Milk Chocolate was among the notable new entrants.
With the tournament still underway, advertising activity may increase in the coming weeks as more brands look to capitalise on IPL viewership.
Sports
Dream Sports Foundation partners Premier League for youth football
Workshops, masterclasses to boost coaches at Goa event from 3–14 May.
MUMBAI: India’s football dreams are getting a Premier touch and this time, it’s the coaches taking centre stage. Dream Sports Foundation (DSF), the development arm of Dream Sports, has partnered with the Premier League for the upcoming Dream Sports Championship, scheduled to be held in Goa from 3 to 14 May. The collaboration marks a strategic push to strengthen grassroots football by focusing not just on players, but the people shaping them on the sidelines.
The partnership will see the Premier League conduct a series of coach-development workshops and masterclasses during the tournament, as well as within the AIFF Under-16 Junior League ecosystem. The sessions will cover training methodology, match management, physical conditioning, sports psychology and leadership—bringing global best practices into India’s evolving academy structure.
This move builds on DSF’s role as the Official Youth Development Partner of the All India Football Federation (AIFF), with the initiative designed to plug long-standing gaps in coaching infrastructure and knowledge exchange.
By working closely with academies, clubs and support staff, both organisations are aiming to create a more structured and globally aligned development pathway—where young players benefit from better-trained mentors as much as competitive exposure.
Neel Shah, CEO, Dream Sports Foundation, said the initiative reflects a dual focus on player and coach development, adding that meaningful exposure to international standards is key to unlocking India’s footballing potential.
Premier League India managing director Hrishikesh Shende noted that the league’s growing presence in India including its Mumbai office has been centred on grassroots development, with partnerships like this helping translate global expertise into local impact.
As Indian football continues its slow but steady climb, the message is clear, better coaches today could mean better players tomorrow and perhaps, a stronger showing on the world stage in the years to come.
