Catalyst 2.0 Drives IPL 2025 Sponsorship and Sports Innovation

Catalyst 2.0, a rebranded sports consulting firm originally launched as ITW Catalyst in 2019, has secured 80% of team sponsorships for IPL 2025. Chintan Jhaveri, the firm’s Chief Commercial Officer, reveals that the IPL mega auction spurred a surge in brand interest, with businesses eager to align their marketing strategies with the tournament. The agency, which facilitated 28 sponsorship deals in IPL 2024, continues to guide brands in leveraging sports as a key consumer engagement platform.

Catalyst 2.0’s rebranding reflects its expanding focus beyond cricket, tapping into diverse passion points like live events, OTT platforms, and Bollywood. Despite this diversification, cricket remains at the core of its expertise. Jhaveri explains that IPL sponsorship strategies differ by brand, with some seeking mass visibility while others prioritize regional dominance or trade activation. For instance, HDFC PayZapp partnered with Royal Challengers Bangalore to offer exclusive perks like early ticket access for app users, while Advanced Laminates focused on engaging trade partners through consumer contests featuring IPL players.

Catalyst 2.0 also emphasizes the importance of creative amplification, ensuring brands achieve maximum impact by leveraging star players like Virat Kohli and MS Dhoni alongside cost-effective alternatives such as emerging talent. For newer brands hesitant to invest due to IPL’s competitive advertising landscape, Jhaveri advises clearly defining their objectives to maximize returns.

In addition to cricket, Catalyst 2.0 is carving a niche in non-cricket sports and live events. Jhaveri highlights the rising popularity of sports like kabaddi in rural India and pickleball in urban markets, with both offering unique engagement opportunities. Kabaddi, with its shorter match duration and high engagement rate, appeals to Tier 2 and Tier 3 towns, while pickleball connects with CXOs and metropolitan audiences.

The agency’s collaboration with Diljit Dosanjh for his Dil-Luminati India Tour exemplifies its innovative approach. By introducing a lemon-shaped mascot for Lemonn, an investment app, Catalyst 2.0 seamlessly blended brand messaging with entertainment, using Diljit’s hit song “Lemonade” to create a memorable campaign. Jhaveri explains that the strategy focused on pulling consumers in through authentic experiences rather than disruptive advertising, making the brand a natural part of the audience’s conversation.

Catalyst 2.0 also sees tremendous potential in the Women’s Premier League (WPL), which has achieved a unique reach of 109 million in its second season. The platform is particularly effective for purpose-driven campaigns targeting women or broader consumer engagement. Companies like Apar Cables have leveraged WPL sponsorships to enhance brand authenticity, creating meaningful connections with both consumers and trade partners.

Jhaveri notes that the live events ecosystem, with new entrants like Zomato Live and Swiggy Scenes, is further diversifying the sponsorship landscape. These platforms, alongside IPL teams, offer marketers opportunities to target distinct fan bases while reinforcing brand loyalty. As Catalyst 2.0 continues to innovate, it remains a pivotal player in India’s evolving sports marketing landscape.