Over the decades, advertising in sports has transformed drastically, and cricket has been at the heart of this shift. The journey from drinks to banks: ad evolution reflects how sponsorship trends have matured alongside fan expectations, brand strategies, and global markets. What began as simple endorsements from soft drink companies has now expanded into complex, multi-industry sponsorships—including tech firms, fintech platforms, and major financial institutions. This evolution reveals not only the commercial growth of cricket but also how brands use the sport to stay culturally relevant.
The Early Days of Sports Advertising
In the early days of televised cricket, brands like soft drink companies, tobacco firms, and consumer goods dominated ad space. These products had mass appeal and were easy to market using celebrity athletes. Cricketers often appeared in commercials promoting soda, chewing gum, and even cigarettes—especially in the ’80s and ’90s. Sponsorships were mostly limited to billboards, TV commercials, and simple jersey placements. Back then, advertising was about reach, not engagement or data-driven targeting.
Rise of Telecom and Technology Brands
As cricket became more commercial and digital, tech and telecom brands entered the picture. Companies like Vodafone, Airtel, and Reliance saw value in associating with live broadcasts and high-profile tournaments. They leveraged cricket to promote mobile services, internet packages, and digital experiences. This marked a key shift in the ad evolution from drinks to banks—a move toward industries that rely on high customer engagement and wide user bases. Cricket gave them the platform to build massive brand awareness across age groups.
Entry of Financial Institutions
Today, banks, insurance firms, and fintech platforms dominate the sponsorship scene. Players and tournaments are now backed by investment platforms, credit card companies, and digital wallets. Brands like HDFC, ICICI, Paytm, and Mastercard have become synonymous with major cricket events. The appeal lies in the sport’s credibility and emotional pull. By aligning with cricket, these institutions aim to build trust and connect with consumers on a deeper level. Unlike soft drinks, financial brands emphasize long-term relationships—and cricket offers just that.
The Shift to Digital and Data
Another layer to this advertising evolution is the use of technology in targeting fans. Brands no longer just plaster logos on jerseys or stadium walls. They now use data analytics, geotargeting, and social media insights to deliver personalized messages. For example, a banking app may run an in-game ad offering instant cashback for fans who transact during live matches. This interactivity wasn’t possible during the soft drink era but is now central to campaign strategies. Tech allows brands to be timely, relevant, and memorable.
What This Means for the Future
Looking ahead, the ad evolution from drinks to banks signals a shift in how brands view sports partnerships—not as one-time deals, but as long-term investments. As the audience becomes more fragmented and digital-first, advertising will focus more on personalized engagement than mass messaging. Expect to see more tie-ups between cricket and sectors like cybersecurity, renewable energy, and AI. While the drinks-and-snacks era will always hold nostalgia, today’s ad landscape is smarter, more strategic, and built for the future.
