Kingfisher expanded its partnership with the BCCI to include IPL rights, signaling how aggressively Indian cricket is packaging sponsorship deals. The IPL generates $1B+ annually in media rights alone. Ancillary deals — from beverage to apparel — layer onto that foundation. BCCI is methodically filling every inventory slot. For sports sponsors, India's cricket economy is now too large to ignore. The league's 10-team model, 74-match format, and 500M+ viewer base make it a pricing power asset unlike most sports properties globally. Kingfisher's expanded commitment reflects the IPL's shift from domestic tournament to global franchise asset. Per public reporting, the IPL's franchise valuations have climbed 300%+ in five years. Sponsors are pricing in that trajectory.