MUMBAI: In the battle of brands, fantasy leagues take the trophy while fitness flops.

As the IPL 2025 roars on with sixes, super overs and stumping drama, it’s not just cricketers battling it out on the field. Brands, too, are jostling for mind space. But according to a fresh report by Crispinsight and Kadence International, some are swinging big while others barely make the scoreboard.

The study, called eDART-IPL25, tracked day-after recall among IPL viewers. And here’s the curveball: two in three viewers recalled a fantasy sports brand, making it the MVP of brand recall this season. Tyre brands followed at a steady pace, with one in three fans remembering them. Meanwhile, sports and fitness brands barely broke a sweat, with a miserable one per cent recall despite being very much in the game.

"Sponsorship-driven visibility and strategic placements are proving to be just as powerful if not more than traditional ad slots in IPL," said Crispinsight partner Ritesh Ghosal. "While fantasy sports brands dominate recall, many high-spending brands are strug gling to break through the clutter, reinforcing the need for smarter, recall-focused marketing strategies."

Big bucks, low bounce?

Despite ad spends soaring higher than Shubman Gill’s batting average, the findings call bluff on the idea that more money guarantees more memory. It’s the in-game sponsorships, stadium banners, and on-screen moments that’re stealing the limelight—and with it, consumer attention.

"IPL this year sees a larger number of brands advertising but with lesser depth, making standing out that much tougher," added Kadence International Aman Makkar. "Our findings highlight the growing importance of sponsorship-led brand placements, which deliver sustained visibility in the live telecast and deeper connection with fans."

While traditional advertising has its place, non-FCT (non-film commercial time) methods are now the hot ticket. Think jerseys, LED boards, dugout logos, and anywhere else the camera lingers for more than five seconds. The study indicates that these lower-cost yet high-exposure strategies are proving to be a smarter play.

As the IPL season barrels forward, Crispinsight and Kadence International plan to publish weekly updates from their eDART tracker, helping brands tweak their campaigns before the final overs run out.

So, if your brand's not in the highlights, maybe it’s time to switch the pitch. Because in today’s IPL, if you're not integrated, you're invisible.