The ₹7,000 Crore Branding Vacuum: Why AI is the New King of Cricket 🏏🤖
By Bhargav Doshi & Ravi Shah
Co-Founders, The Milion Pixel – Connecting Ideas
For decades, the “Face of Cricket” followed a predictable pattern of economic dominance. If you looked at the boundary boards, you knew who owned the market:
- The 90s: Tobacco & Soda
- The 00s: Telecom & Banks
- The 10s: Smartphones & EdTech
- The 20s: Real-Money Gaming
But walk into a stadium in 2026, and the landscape has undergone a seismic shift. The giants haven’t just changed; the category has changed.
At The Milion Pixel, we believe this isn’t just a trend—it’s a fundamental recalibration of how brands connect with global audiences. We are witnessing a “Proxy War” between AI giants for your digital attention, and the cricket field is their chosen battleground.
The Great Brand Substitution: A Transition of Titans
In the branding world, who “owns” the stadium tells you who owns the economy. We are currently moving from the Hardware/Gaming Era into the Intelligence Era.
Tournament / Property |
The "Before" Face (Legacy/Recent) |
The "AI" Successor (Current/2026) |
Deal Value & Context |
|---|---|---|---|
Indian Premier League (IPL) |
Dream11 / Vivo |
Google Gemini |
₹270 Crore (3 Years): A landmark deal for 2026. Gemini is now the “Official Partner” for fan engagement. |
Women’s Premier League (WPL) |
Traditional FMCG / Retail |
OpenAI (ChatGPT) |
Premier Partner: Focused on reaching a younger, progressive, and tech-savvy demographic. |
ICC T20 World Cup |
Byju’s / Emirates |
Google Gemini |
Global Partnership: Integrated as the “Official AI Fan Companion” for real-time insights. |
Chennai Super Kings (CSK) |
Eurogrip / Gulf Oil |
Google Gemini (Integration) |
Part of the broader ecosystem where AI branding now dominates digital and on-ground assets. |
Indian National Team (Jersey) |
Dream11 (Gaming) |
Apollo Tyres / AI Bidders |
Apollo won at ₹579 Cr, but AI firms like OpenAI were aggressive bidders at ₹540 Cr+. |
Why is this happening now?
Through our lens at The Milion Pixel, we see three primary drivers for this shift:
1. The Utility Play: From Awareness to Habit
AI companies like Google and OpenAI don’t just want you to “know” they exist; they want to be your “daily habit.” By integrating directly into the match experience—providing win predictors, simplified rule explanations (like the DLS method), and real-time player stats—they become an indispensable part of the fan’s journey.
2. The Trust Gap: Humanizing the Algorithm
AI can be intimidating or feel “cold.” By associating with the emotional highs of a CSK last-ball thriller or a T20 World Cup final, AI becomes “friendly,” “trusted,” and “human.” It’s no longer a scary bot; it’s the companion helping you understand the game you love.
3. The Gaming Exit: Filling a ₹7,000 Crore Hole
Following the Online Gaming Bill of 2025, which heavily regulated real-money gaming, brands like Dream11 and My11Circle had to scale back. This created a massive sponsorship vacuum in the BCCI and ICC portfolios. AI companies, currently backed by the largest cash reserves in tech history, were the only ones ready to step in and pay the premium.
How This Changes the Game for Brands
The “Hampered” Legacy Brands
For traditional FMCG or banking brands that used to be the “Face” of cricket, the entry barrier has skyrocketed. They are no longer just competing with other soaps or banks; they are competing with algorithms. AI brands don’t just buy a logo spot; they buy the interaction. If a fan spends the whole match talking to a Gemini “Fan Companion,” the traditional 30-second TV spot loses its impact.
What This Means for YOU
If you are a mid-market brand, you are now in a race for mindshare.
- The Cost of Entry: It’s no longer just about money; it’s about integration.
- The Opportunity: While you might not sponsor the IPL, you can use the same AI tools these giants are promoting to hyper-personalize your own marketing.
“At The Milion Pixel, our philosophy is simple: Connecting Ideas. Today, those ideas must be powered by intelligence. If you aren’t an AI-first brand, you’re already playing on yesterday’s pitch.” — Bhargav Doshi & Ravi Shah