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.
Summary/Static Details
Why in the news? Campa Cola Replaces Thums Up as IPL 2025 Co-Presenter
Deal Value Rs 200 crore
Company Acquiring Rights Campa Cola (Reliance Consumer Products)
Previous Holder of Rights Thums Up (Coca-Cola)
Promotion Focus
Sports drinks Spinner and RasKik Gluco Energy
Sponsorship Deals for Spinner
Lucknow Super Giants, SunRisers Hyderabad, Punjab Kings, Gujarat Titans, Mumbai Indians
Coca-Cola’s IPL Presence
Sponsorships with Chennai Super Kings and Kolkata Knight Riders
Expected IPL Ad Revenue Increase
8-10% increase to Rs 4,500 crore
IPL Franchise Brand Value (2024)
$12 billion, 13% increase from 2009
Summer Months Impact
Over half of annual soft drink sales
IPL 2025 Dates
March 21 to May 25, 2025
Shivam

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