Campa Cola Replaces Thums Up as IPL 2025 Co-Presenter

Campa Cola, a beverage brand owned by Reliance Consumer Products, has secured the co-presenting rights for the Indian Premier League (IPL) 2025. The deal, valued at Rs 200 crore, marks a significant shift in India’s beverage market, traditionally dominated by global giants like Coca-Cola. The move highlights Reliance’s strategy to rapidly scale its presence across India and to introduce more products, including sports drinks, during the IPL season.

Key Highlights

• Co-Presenting Rights Deal: Campa Cola has acquired the Rs 200 crore co-presenting rights for IPL 2025.
• Market Impact: This sponsorship replaces Coca-Cola’s Thums Up, which held the same rights in the previous season.

Strategic Reason

• Competition in Beverage Market: The deal positions Campa Cola to compete more aggressively in the Indian beverage market, challenging Coca-Cola’s dominance.
• Reliance’s Product Promotion: Alongside Campa Cola, Reliance Consumer Products will promote its sports drinks, Spinner and RasKik Gluco Energy, during IPL 2025.
• Sponsorship Deals for Spinner: Spinner, co-created with cricketer Muttiah Muralitharan, has signed sponsorship deals with several IPL teams.
• Coca-Cola’s Continued Presence: Coca-Cola will maintain its existing partnerships with IPL teams and expand its sponsorships.

Additional Context

• Increased IPL Ad Revenue: IPL 2025’s combined ad revenue from TV and OTT platforms is expected to rise by 8-10%, reaching Rs 4,500 crore.
• Summer Soft Drink Sales: The IPL season will coincide with the summer months, which account for over half of annual soft drink sales in India.
• IPL Franchise Valuation: IPL franchises have seen a significant rise in brand value, with top teams surpassing $100 million for the first time in 2024.