Playing in the big league: Here's how IPL sponsors are hedging their bets

The viewership numbers, even during the league stages, are flattering and in touching distance of the overall figure from last year (411 million versus 414 million)

With the sheer weight of the runs he scored in his first ever Indian Premier League (IPL) season this year, Englishman Jonny Bairstow awed many and ensured that in future, too, franchisees keep a close eye on him. Much like the cricketers, there are new brands that associate with the IPL every season and like Bairstow, try to leave an indelible impression on the Indian consumers.

The 12th season of the annual gala has seen a host of new brands jumping into the bandwagon as broadcast and/or streaming sponsors or tying up with individual teams. From a global beverage giant