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- Fans gain access to AI tools and in-game insights on TV
- Google hopes to drive Gemini awareness
- India an increasingly influential AI market
The Indian Premier League (IPL) is expanding its relationship with Google, which will integrate a range of cricket-themed capabilities to its Gemini-powered ‘Google Search AI Mode’ in its new role as an official premier partner.
Fans will be able to ask questions about the game they are watching, giving them access to live tactical analysis or statistical insights. These queries are submitted in everyday, conversational language and can be tailored to the unique language and nuances of cricket.
For example, Gemini will be able to answer questions about captaincy styles, pressure situations and other match elements. Fans will also be able to submit historical enquiries or request summaries from iconic matches, making use of the IPL’s database.
Artificial intelligence (AI) powered analysis will also be integrated into live broadcast feeds of the IPL, enhancing the presentation and driving awareness of both Google’s brand and its capabilities to audiences in India and around the world.
The multi-year deal is believed to be worth I₹270 crore (US$28.5 million), according to previous reports.
“IPL has always been the heartbeat of Indian cricket, and this collaboration with Google India to integrate AI Mode into Search will fundamentally transform the fan experience. We are thrilled to empower our millions of passionate fans with enriched and conversational insights, deepening their connection to the game they love.” said Devajit Saikia, secretary of the Board of Control for Cricket in India (BCCI).
“IPL has always piqued the curiosity of fans everywhere, consistently dominating Google’s ‘Year in Search’ sports trends in India since 2020,” added Shekar Khosla, vice president of marketing at Google India. “Cricket fans are not just passive viewers but are active experts; they are looking for deeper insights and stories that help them celebrate their teams both on and off the pitch. With AI Mode in Search, we’re excited to help fans stay connected to the game’s pulse like never before, continuing our commitment to bringing the best of Google AI to the world’s biggest sporting moments.”
Google is already a global partner with the International Cricket Council (ICC) and secured a last-minute partnership for the men’s Twenty20 World Cup in India and Sri Lanka last month.
SportsPro says…
AI is transforming how people search for and access information on the internet, presenting a serious challenge to the virtual monopoly Google has enjoyed in search for the past few decades.
Meanwhile, India has been one of the most enthusiastic early adopters of AI, continuing a trend of younger consumers bypassing traditional methods of consumption, such as home computers, linear television, and even search engines. A study published earlier this year claimed 94 per cent of Indians were aware of Generative AI (Gen AI), while 64 per cent were using Gen AI tools.
The country’s huge population, growing middle class, and increasing influence on the world of technology have made it a key battleground for the tech industry’s battle for AI supremacy. Partly because this is such a huge addressable market, but also because lessons learned here will have relevance elsewhere.
Google must compete with traditional rivals like Microsoft as well as newcomers like OpenAI and Anthropic both in terms of technology and marketing clout. And in India, nothing is more effective at capturing public attention and spreading a message than cricket.
Indeed, OpenAI’s ChatGPT has already partnered with the Women’s Premier League (WPL) Twenty20 competition, while executives from Google, Microsoft and others have invested in franchises.
