In 2025, telecommunications companies are no longer playing on the sidelines, they are embedded right into the heart of sports. From streaming blockbuster leagues to enabling high-speed fan experiences through 5G, these brands are redefining how fans watch, engage with, and remember sports. Whether it’s Jio’s IPL revolution in India, or Verizon’s immersive NFL activations in the U.S., the telecom sector is making its presence felt in stadiums, screens, and smartphones worldwide.
How Telecom Uses Sponsorship to Drive Loyalty
Telecom brands don’t just seek visibility; they’re looking for long-term user retention and ecosystem dominance.
Take JioCinema’s IPL 2025 campaign:
- Over 578 million streams for the IPL final (RCB vs PBKS)
- 54% surge in Connected TV (CTV) viewership
- Average session length crossed 75 minutes
These weren’t just passive views, Jio integrated AR filters, live polls, multi-camera options, and even fantasy games, turning casual users into platform-loyal fans.
Globally, Verizon’s 2025 NFL FanFest ran across 30 cities, featuring athlete meetups, AR games, and exclusive app-only content. The result? A 34% increase in app engagement and spike in subscription renewals post-event.
Successful Telecom Sponsorships
JioCinema x IPL 2025
- 137 crore+ total streams during the season
- The final match alone brought 578 million+ viewers
- Connected TV viewership up 54% year-on-year
- App featured 14 languages, player stats, and real-time trivia for fans
Verizon x NFL (USA)
- Hosted FanFests in 30+ cities
- Over 150,000 attendees participated in-person
- Created a national campaign with local flavour through community tie-ins
- NFL app usage jumped 34% post activation
Orange x Paris Olympics 2024
- Invested €140 million in deploying 5G across all venues
- Enabled real-time replays, seamless WiFi, and fan tech zones
- Covered 15+ million spectators over 17 days
Activation and Engagement
This is where telecom brands truly shine.
Jio gave fans:
- AR camera filters for selfies
- Live match trivia & fan leaderboards
- Recharge offers tied to match outcomes
- Behind-the-scenes locker room content only for Jio users
Verizon built 5G fan zones, hologram meet-and-greets, and real-time fantasy integration during live games. T‑Mobile hosted exclusive eSports lounges with priority passes for their subscribers.
This kind of high-touch, tech-heavy activation turns fans into brand advocates.
Top Campaigns and Brand Examples
- Jio’s IPL integration: OTT + fantasy + gaming hub with 30 lakh+ users during April 2025
- Vodafone Idea’s “Fans First” campaign: Virtual fan stadium visits powered by AR
- T‑Mobile’s Call of Duty League sponsorship: Data packs + VIP finals access
- SK Telecom (South Korea): Launched a dedicated eSports arena with real-time 5G gaming showcases
These brands aren’t just aligning with sports; they’re building digital fan ecosystems.
Role of 5G, OTT & Fan Technology
Telecom’s greatest sponsorship asset is their tech.
- 5G allows multi-angle live replays, augmented stadium screens, and interactive fan voting
- OTT platforms are now bundled into most plans—sports become a default entertainment hook
- IPL 2025 crossed 4,956 crore streaming minutes
- CTV viewers crossed 12 million, with average sessions over 75 minutes
The fan experience is now powered by the telecom network, not just the team on field.
Telecom’s Entry into eSports and Gaming
Gaming is not an experiment; it’s a long-term bet for telcos.
- Jio Games x IPL Fantasy: Over 30 lakh+ users in just 6 weeks
- T‑Mobile continues global sponsorship of League of Legends Championship Series
- SK Telecom launched 5G-powered gaming plans and a dedicated streaming service
eSports offers high-frequency fan engagement, deep community loyalty, and global visibility, all which telecom brands are designed to support.
Future Outlook
The next phase of telecom sponsorship in sports is about customization, inclusion, and technology-first storytelling:
- Tier-2 and Tier-3 local leagues are being tapped to reach underserved audiences
- Women’s sports, like WPL, are pulling in telcos to connect with new demographics
- OTT + prepaid recharge bundles are now becoming standard across Southeast Asia
- Sustainable tech sponsorships, including solar-powered 5G setups, are entering mainstream sports events
Brands are evolving from simply “being seen” to “being experienced.”
Key Considerations in Sponsorship Decisions
For telecom companies, sports sponsorships are strategic tools. They ask:
- Is the audience relevant to our subscriber base?
- Can we integrate our tech visibly, 5G, AR, OTT?
- Will we collect meaningful user data? (logins, installs, recharges)
- Can we tell a story that ties into our brand DNA?
This is why Jio didn’t just offer IPL on OTT, they gamified the experience, rewarded user participation, and made the app central to the cricket fan journey.
Final Thoughts
Telecom brands are no longer sponsors in the background, they’re at the center of the fan journey. In 2025, it’s not enough to stream a match or put your logo on a stadium. What matters is how you make fans feel, how you engage with them before, during, and after the game, and how your technology enhances the moment.
The winners in this space are those who go beyond visibility. They create real value, real connections, and unforgettable moments, proving that in today’s world, network strength is also emotional strength, delivered through sport.
