Ananya Panday was the most visible celebrity endorser, capturing a 9% share of total ad volumes during the first 37 matches of IPL 2025, while Shahrukh Khan was the most consistent endorser among the top five endorsers across both the current and previous seasons of IPL. MS Dhoni led among sports personalities in the same period. These were the findings of the TAM sports report on celebrity endorsements based on the matches played so far in IPL 18 and IPL 17 - for all the channels on which matches are telecasted. 

The report also indicates that the share of celebrity-endorsed ads remained steady at 61% during the current IPL season, with a 2% increase in overall volume compared to the previous IPL 2024.  

Film actors claimed the larger portion of brand endorsements, representing 41% of ad volumes, while sport personalities added 35% share of ad volumes, followed by film actresses with 24% ad volumes during the current season. 

Among sports personalities, while Dhoni led with 15.1%, he was followed by Siraj, Jaiswal, Rinku Singh, and Ruturaj Gaikwad - each securing between 8–10% share of ad volumes.

Notably, none of the top five sports personalities featured in both seasons of IPL.

Collectively, sportspersons and film actors contributed to over 75% of the total ad volume for celebrity-endorsed commercials.
Two out of the top five categories that were endorsed by celebrities belonged to the Food and beverage sector during IPL 18.

Despite the growth in volume, the number of unique endorsers saw a dip. Over 45 celebrities were featured this season compared to 65 last year. Sports celebrity count also fell to 15 from over 25 in the previous season of IPL.

Top five categories and advertisers accounted more than 70% and 60% ad volumes share of celebrity-endorsed ads respectively in IPL 18, with e-commerce and gaming leading the categories list and Sporta Technologies (operating under the brand Dream11) topping the list of advertisers.