Regulatory Pressure Mounts on Alcohol Branding in IPL 2025
BCCI Faces Scrutiny Over Alcohol-Linked Team Sponsorships
As the IPL 2025 season concludes with record-breaking viewership and a new champion in RCB, regulatory eyes have now turned toward the growing presence of alcohol branding in the league—a concern that has ignited public debate and caught the attention of Indian authorities.
The Board of Control for Cricket in India (BCCI) is reportedly facing pressure from regulatory bodies and public health organizations to curb or re-evaluate partnerships involving alcohol brands, especially those that appear through surrogate advertising like soda, packaged water, or music events.
Diageo-RCB Sponsorship Under Lens
RCB, which is sponsored by Diageo India, a subsidiary of a global alcohol conglomerate, has come under the scanner for its branding strategies, especially during prime-time matches. While the visible branding adheres to legal surrogate advertising norms, critics argue that the underlying message promotes alcohol culture under the guise of lifestyle and music.
Health experts and child rights activists argue that the IPL’s massive youth viewership makes such branding highly influential and potentially harmful.
Calls for Stricter Advertising Norms
Organizations such as the Advertising Standards Council of India (ASCI) and the Ministry of Information and Broadcasting are reportedly in discussions to tighten guidelines around alcohol-linked branding during sports broadcasts. If enforced, these changes could affect not just IPL but other major sporting events in India.
BCCI, on its part, has stated:
“We strictly follow all advertising laws and guidelines. Any changes to policy will be addressed in accordance with legal frameworks.”
Potential Impact on Team Revenues
Alcohol companies contribute a significant share to team sponsorships and IPL’s overall advertising revenue. A sudden shift in policy could impact team finances and marketing strategies, especially for franchises like RCB and Delhi Capitals, which have historically partnered with beverage giants.
What’s Next for RCB?
Despite the noise, RCB is expected to retain its current structure and leadership heading into the next season. With players like Rajat Patidar, Virat Kohli, and Josh Hazlewood forming the team’s core, and Andy Flower continuing as head coach, the management is aiming for consistent dominance in the IPL.