Where the money is moving
One trend a week in Indian sponsorship and advertising, read from the deals on Monumentum, company filings and the news. By Saurabh Garg, founder of C4E.
Dream11 paid ₹358 crore for the India jersey. Apollo Tyres pays ₹579 crore.
India's real-money gaming brands quit the India jersey, the IPL wall and the TV breaks in August 2025. Cricket's top slots refilled within weeks at higher prices, AI and old-economy brands bought them, and the middle and the long tail took the hit.