Brands still bank on cricketers for gains

Mumbai: Cricket endorsements are holding up despite the slowdown in celebrity-led advertising, even as brands shift spending towards digital creators and Bollywood stars face growing competition for marketing budgets, industry sources said.The sports celebrity endorsement market was valued at ₹1,350 crore in 2025, with cricketers accounting for almost 90% of it, according to industry estimates. The market is expected to cross ₹1,500 crore in 2026, with almost a dozen endorsement deals in the pipeline as brands look to sign cricketers for upcoming festive campaigns, multiple industry sources said.OpenAI recently signed Sachin Tendulkar to promote ChatGPT in India, while the National Payments Corporation of India roped in MS Dhoni to promote the BHIM app.Virat Kohli, Tendulkar, Dhoni and Rohit Sharma remain among the leading cricket endorsers, alongside other cricketing stars such as Shubman Gill, Suryakumar Yadav, Rishabh Pant and Hardik Pandya.134951089Sebastian Shaji, manager of Shubman Gill, said the growth of OTT platforms and social media has brought actors and digital creators into closer competition for audience attention and advertising spend. Cricketers, however, derive their relevance from on-field performance, which cannot be replicated or manufactured on demand, he added. Recurring exposure through the IPL and international matches helps sustain their visibility across television, streaming and social media.Meanwhile, advertisers are reassessing their reliance on traditional film celebrity endorsements, with digital creators offering targeted audiences and measurable engagement. "Traditionally, companies spent substantial amounts on celebrity-led productions. Now, they are asking whether they can reduce that expenditure and work with 1,000 nano-creators instead," said Lalatendu Das, Publicis Media's CEO for South Asia.The shift is particularly visible in categories such as fast-moving consumer goods (FMCG), personal care and fashion, where marketers are increasingly turning to creators. Hindustan Unilever, in its annual report, said it has stepped up investments in creators, communities and credible voices, reshaping brand storytelling for digital platforms.A global personal care brand that had appointed a leading actress as its ambassador has also ended its association with her and is now working with influencers, according to a marketer.The Indian Influencer Governing Council (IIGC), in a survey of more than 100 brands and marketers, highlighted the growing importance of the creator economy, with 15-25% of brand marketing budgets moving towards the segment.IIGC chairman Sahil Chopra said creators were increasingly becoming deeper brand partners, helping businesses address specific marketing challenges, improve consideration and deliver measurable outcomes."Creators are increasingly commanding a larger share of brand budgets because they connect with audiences more authentically and deliver beyond visibility," he said. "This shift is making creator-led marketing an increasingly strategic investment for brands."