Mumbai Indians (MI), one of the most celebrated franchises in the Indian Premier League (IPL), has announced a three-year sponsorship deal with Lauritz Knudsen, under which the company's logo will feature prominently on the front of MI's jerseys starting the 2025 season.
Although official financial terms have not been disclosed, industry insiders estimate the deal to be worth approximately ₹40 crore per year, amounting to a staggering ₹120 crore over three years. This makes it the largest front-of-jersey sponsorship in IPL history, surpassing MI's previous ₹30-crore-per-year deal with fintech company Slice.
Lauritz Knudsen, formerly L&T Switchgear and now part of the Schneider Electric Group in India, aims to significantly boost its brand visibility through this partnership. With MI’s massive fan base of over 50 million, the association is expected to provide Lauritz Knudsen with unparalleled exposure in the Indian market.
This high-profile agreement reflects a broader trend in the IPL, where multi-year front-of-jersey sponsorships are becoming increasingly valuable. For example, Royal Challengers Bangalore secured a ₹75-crore deal with Qatar Airways in 2023, while Rajasthan Royals extended its partnership with Luminous Power Technologies for over ₹40 crore.
Industry experts highlight the immense value these deals provide to sponsors. According to Chintan Jhaveri, Chief Commercial Officer of ITW Catalyst 2.0, front-of-jersey sponsorships deliver upwards of ₹500 crore in broadcast value. These agreements allow sponsors to become deeply integrated into the team's branding and campaigns, benefiting from IPL-wide marketing efforts, broadcasts, and collaborations.
The IPL continues to grow as a global sports phenomenon. According to a Brand Finance report, the league’s brand value rose by 13% in 2024, reaching $12 billion compared to $10.7 billion in 2023. This upward trajectory underscores the increasing appeal of IPL sponsorships for brands looking to maximize their marketing reach.
MI reported a remarkable financial turnaround in FY24, achieving ₹737 crore in revenue, a 106% increase from the previous year’s ₹358 crore. After posting a ₹49-crore loss in FY23, the franchise recorded a ₹109-crore profit in FY24, showcasing the commercial strength of the IPL's most successful team.
India’s sports industry saw an 11% revenue increase in 2023, reaching ₹15,766 crore, according to GroupM ESP's India Sports Sponsorship Report. While TV advertising experienced a decline, revenues from digital ads and sponsorships saw significant growth. Sponsorship revenue alone rose by 24%, with the IPL contributing over ₹3,000 crore to the total.
Conclusion
The partnership between Mumbai Indians and Lauritz Knudsen represents a landmark moment in IPL sponsorship history, reflecting the league’s ever-growing commercial appeal and global influence. This record-breaking deal not only underscores Lauritz Knudsen’s commitment to enhancing its brand visibility in India but also showcases the lucrative opportunities the IPL provides for sponsors. As Mumbai Indians continue their financial resurgence and IPL’s brand value soars, this collaboration sets a new benchmark for sponsorships in Indian sports. It highlights how strategic associations can create immense value for both franchises and brands, paving the way for more high-value partnerships in the future.