Vivo, the Chinese mobile company, has retained the title sponsorship of the Indian Premier League from 2018 till 2022. Vivo had retained the title sponsorship after bidding 2,199 crore. The 2018 IPL will mark the 11th edition of the tournament, Chennai Super Kings and Rajasthan Royals will be making a comeback after been banned for two seasons due to the spot-fixing scandal in 2013.

Star India did not disclose ad revenue expectations from IPL 11. However, according to media industry estimates, IPL made Rs 1,300 crore in ad revenue for Sony in 2017. With a virtual monopoly in cricket up until 2018, the broadcaster could increase its ad rates for this upcoming season of the league. In September, Star India Pvt. Ltd won television, digital, Indian and global media rights to the India Premier League (IPL) for the next five seasons for Rs16,347.50 crore.

Brands like Vivo and Coca-Cola have been associated with IPL in the past as well. In June, Chinese mobile phone maker Vivo acquired title sponsorship rights for the next five years (beginning 2018) for Rs 2,199 crore. This is one of the most expensive sponsorship deals in the history of the annual tournament. BCCI also reveals that the amount is a whopping 554 percent rise over the previous contract. It had held the title rights for the 2016 and 2017 seasons. That deal was pegged at an estimated Rs 100 crore per year. Vivo was also the title sponsor of IPL for the last two seasons after Pepsi Co terminated the deal in 2015 for Rs180 crore. Coca-Cola has also been associated with IPL since 2008 for some seasons in different capacities. Incidentally, Vivo also hold a five-year sponsorship deal with Pro-Kabaddi League beginning July 2017 which is around Rs 275-300 crore.