For the first time in the league’s history, the explosive growth of IPL media rights is projected to hit a structural ceiling. A new report by Media Partners Asia (MPA) titled “The IPL: Teams, Rights & Valuations,” released yesterday (March 23), estimates that the rights for the 2028–32 cycle will remain flat at approximately $5.4 billion (matching the 2023–27 cycle).
While the headline figure remains steady, the “per-match” value is actually set to drop by 13%, signalling a significant shift in the league’s commercial trajectory.
1. The Numbers: Volume Up, Value Down
The primary reason for the stagnation is a disconnect between the number of matches and the total advertising revenue available in the Indian market.
- Match Expansion: The 2028–32 cycle is expected to feature an expanded 94-match format (up from the current 74–84 range), totaling roughly 470 matches over five years.
- Per-Match Value: Because the total rights value is flat ($5.4B), the cost per match will slide from $13.2 million to roughly $11.5 million.
- Consolidation: The fierce bidding wars of the past—which saw prices triple in 2022—have cooled following the Jio-Disney merger. With JioHotstar now controlling the lion’s share of the market, the lack of a “mega-rival” has reduced the BCCI’s leverage for another massive hike.
2. Why the “Gold Rush” is Slowing
Several macroeconomic and industry-specific factors are contributing to this “commercial hangover.”
- Slowing Ad Growth: IPL advertising revenue growth has decelerated to a 7% CAGR over the last three seasons, compared to the 18% seen in previous cycles.
- Exit of “Big Spenders”: Regulatory crackdowns and financial instability have forced out high-spending sectors like Ed-tech (BYJU’S), Crypto, and Real-Money Gaming. These have not yet been fully replaced by emerging sectors like AI.
- Broadcaster Losses: Current rights holders are reportedly staring at cumulative losses of $1.8–$2.0 billion for the current 2023–27 cycle, making them far more cautious about over-bidding for the next five years.
3. Impact on Franchises: The “75% Risk”
This flat cycle poses a direct threat to the current valuation models of the 10 IPL teams.
- Revenue Dependency: Media rights now contribute an average of 75% of total franchise revenue, up from 48% in 2017.
- The Pivot to Non-Media: Analysts suggest that teams must now aggressively grow their independent revenue streams (sponsorships, global academies, and direct-to-fan digital tools) to maintain their $1 billion+ valuations.
- Stake Sales: The report notes that recent “accelerated stake sales” by several franchise owners (like Rajasthan Royals and Delhi Capitals) are likely a strategic move to secure liquidity before the 2028 “rights reset” takes effect.
| Metric | 2023–2027 Cycle | 2028–2032 Projection |
| Total Media Rights | $5.4 Billion | $5.4 Billion (Flat) |
| Total Matches | 410 | 470 |
| Value Per Match | $13.2 Million | $11.5 Million (-13%) |
| Primary Broadcaster | Disney Star / Viacom18 | JioHotstar (Consolidated) |
“The rights reset in 2028 will not be a correction to be absorbed and forgotten,” noted Mihir Shah, Vice President of MPA. “It marks the beginning of a period where franchise value depends on building a non-media revenue base.”
