Introduction
Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries, has made a bold move by securing co-presenting sponsorship rights for the 2025 Indian Premier League (IPL). The deal, valued at approximately Rs 200 crore, positions Campa Cola in one of the most prestigious sponsorship slots of the tournament, traditionally dominated by Coca-Cola’s Thums Up.
With IPL 2025 scheduled from March 21 to May 25, this sponsorship aligns perfectly with the peak summer season, a crucial period that accounts for over 50% of annual soft drink sales in India. RCPL’s aggressive push into the cola market marks a new era in the long-standing competition between domestic and multinational beverage giants.
Table of Contents
Campa Cola’s Entry Into IPL 2025 Sponsorship
Campa Cola, a nostalgic Indian brand revived by Reliance Consumer Products, has taken a strategic leap by acquiring co-presenting sponsorship rights for IPL 2025. The Economic Times reported that the deal is valued at Rs 200 crore, ensuring Campa Cola a high-visibility position throughout the tournament.
For years, Coca-Cola’s Thums Up held this coveted sponsorship spot, leveraging IPL’s massive audience to solidify its market dominance. However, with Reliance’s financial muscle and strategic branding, Campa Cola is set to challenge this status quo.
Key Highlights of the Deal
| Aspect | Details |
|---|---|
| Sponsorship Type | Co-Presenting Sponsorship |
| Brand Owner | Reliance Consumer Products Limited (RCPL) |
| Deal Value | Rs 200 crore |
| Competing Brand | Coca-Cola’s Thums Up |
| IPL 2025 Duration | March 21 – May 25, 2025 |
| Title Sponsor | Tata Motors (Rs 2,500 crore for five years) |
Reliance’s Broader IPL Advertising Strategy
Advertising Beyond Campa Cola
In addition to Campa Cola’s sponsorship, Reliance Consumer Products plans to promote two other beverage brands—Spinner and RasKik Gluco Energy—during IPL 2025. Both drinks are priced at an affordable Rs 10, aiming to capture the price-sensitive consumer segment.
Spinner: The Sports Drink Revolution
Spinner, a sports drink developed in collaboration with Sri Lankan cricket legend Muttiah Muralitharan, has already made inroads into the IPL ecosystem by partnering with five IPL teams.
| Team | Sponsorship Deal with Spinner |
| Lucknow Super Giants | Yes |
| SunRisers Hyderabad | Yes |
| Punjab Kings | Yes |
| Gujarat Titans | Yes |
| Mumbai Indians | Yes |
RasKik Gluco Energy: A Pocket-Friendly Energy Drink
RasKik Gluco Energy is positioned as a budget-friendly energy drink, designed for mass appeal. By strategically placing these brands in IPL advertising, RCPL is leveraging the tournament’s vast audience to expand its market reach.
Coca-Cola’s Retaliatory Move
Despite RCPL’s aggressive push, Coca-Cola is not stepping back. The company is retaining its sponsorship of two IPL teams—Chennai Super Kings (CSK) and Kolkata Knight Riders (KKR). With MS Dhoni’s CSK being one of the most followed teams in IPL history, Coca-Cola is banking on brand loyalty to sustain its dominance.
| Team | Coca-Cola Sponsorship |
| Chennai Super Kings | Yes |
| Kolkata Knight Riders | Yes |
The Impact of IPL Sponsorship on the Cola Market
IPL is India’s biggest sporting event, drawing millions of viewers across television and digital platforms. By securing sponsorship rights, brands gain unparalleled exposure, leading to a significant boost in brand recall and market penetration.
Soft Drink Market Trends During IPL
| Year | Soft Drink Sales Growth (%) During IPL |
| 2022 | 25% |
| 2023 | 30% |
| 2024 | 35% |
| 2025 (Projected) | 40% |
With IPL coinciding with the peak summer sales period, brands expect a sharp surge in demand.
The Rise of Indian Brands Against Global Giants
RCPL’s entry into the carbonated soft drink market has intensified the competition with global brands like Coca-Cola and Pepsi. Campa Cola’s revival signifies a nationalistic sentiment, with consumers eager to support an Indian brand challenging multinational corporations.
| Brand | Owner | Market Share (2024) |
| Thums Up | Coca-Cola | 30% |
| Pepsi | PepsiCo | 25% |
| Campa Cola | Reliance Consumer Products | 10% (growing) |
| Sprite | Coca-Cola | 20% |
| Others | – | 15% |
FAQs
- What is the value of Campa Cola’s IPL 2025 sponsorship deal?
- The deal is valued at approximately Rs 200 crore.
- Who owns Campa Cola?
- Campa Cola is owned by Reliance Consumer Products Limited (RCPL).
- Which teams are sponsored by Spinner?
- Spinner has partnered with Lucknow Super Giants, SunRisers Hyderabad, Punjab Kings, Gujarat Titans, and Mumbai Indians.
- What is the price of Spinner and RasKik Gluco Energy?
- Both beverages are priced at Rs 10.
- Which teams does Coca-Cola sponsor in IPL 2025?
- Coca-Cola sponsors Chennai Super Kings and Kolkata Knight Riders.
- Who is the IPL 2025 title sponsor?
- Tata Motors remains the title sponsor with a Rs 2,500 crore deal.
- How much of soft drink sales occur during IPL season?
- IPL season accounts for over 50% of annual soft drink sales in India.
- Why is IPL a strategic advertising platform for beverage brands?
- IPL provides unparalleled exposure and boosts brand recall and sales.
- How is Campa Cola competing with Coca-Cola and Pepsi?
- By leveraging IPL sponsorship, aggressive pricing, and nationalistic appeal.
- What is the projected soft drink sales growth during IPL 2025?
- It is projected to grow by 40% compared to previous years.
