Brands back young stars
Marketers are shifting endorsement money toward younger IPL breakout players, with deals in the reported ₹1–5 crore range going to athletes such as Tilak Varma and Abhishek Sharma as brands chase digital engagement and long-term youth appeal (storyboard18.com). The story frames this as a broadening of the endorsement market beyond legacy celebrity names, with multiple teams seeing more mid‑range deals this season (storyboard18.com).
Indian Premier League endorsement money is spreading beyond the biggest names this season, with brands signing younger players for smaller, more numerous deals. (storyboard18.com) Storyboard18 reported on April 15 that emerging players such as Tilak Varma and Abhishek Sharma are now drawing about ₹50 lakh to ₹1.5 crore per endorsement, while Virat Kohli, Mahendra Singh Dhoni and Rohit Sharma still command roughly ₹6 crore to ₹8 crore. (storyboard18.com) The mix of brands is widening too. Storyboard18 said these newer deals now span fast-moving consumer goods, grooming, mobility and global enterprise brands, instead of staying limited to sports gear and youth-focused products. (storyboard18.com) Tilak Varma’s recent Foxtale campaign is one example. Foxtale announced on March 26 that it had signed the Mumbai Indians batter as brand ambassador for its Glow Sunscreen line and said the partnership would be the first in a series with him. (impactonnet.com) Abhishek Sharma’s recent deal points the same way. DP World said in November 2025 that Sharma would join its ambassador roster for media appearances and digital content after his run at the 2025 Asia Cup. (socialsamosa.com) The cricket economics behind this shift are visible in franchise spending. The official Indian Premier League site said the 2025 player auction ended with 182 players sold and ₹639.15 crore spent across 10 teams, while Mumbai Indians retained Tilak Varma and Sunrisers Hyderabad kept Abhishek Sharma in a market that keeps lifting younger players’ visibility. (iplt20.com) The players are young enough for brands to bet on a longer runway. ESPNcricinfo lists Abhishek Sharma as 25, born on September 4, 2000, and the Board of Control for Cricket in India lists Tilak Varma as an established India T20 regular after his 2025 Asia Cup final performance. (espncricinfo.com) (bcci.tv) Abhishek’s on-field profile has also accelerated fast. ESPNcricinfo says he helped drive Sunrisers Hyderabad’s record-scoring 2024 season, then built on that rise with India and Punjab before adding more international recognition in 2025. (espncricinfo.com) The result is not a collapse in the old celebrity market but a broader one. The biggest stars still take the top fees, while brands add a second layer of younger cricketers who cost less, post more digital content and can stay on endorsement rosters for years. (storyboard18.com)
