Digital streaming of Indian Premier League (IPL) matches has shattered all previous responses from advertisers and viewers.

JioCinema, the official streaming partner of IPL matches, has secured 26 high-profile sponsors for the event. This is the most sponsors any digitally streamed sporting event has ever received.

The record number of sponsors on digital is not due to smaller ticket sizes, but rather to brands seeing more value in associating with digital.

JioCinema is the largest sponsor across both TV and digital in terms of ticket size.

As per a press release, JioCinema expects to add more advertisers during the upcoming matches, as enough data is now available for brands to evaluate where their investments bring value. Digital will continue to attract more brands due to its addressable nature and accurate measurements.

JioCinema aims to control approximately 70 percent of total advertising expenditure on the 16th season of IPL this year.

This year’s digital sponsors include tourism, audio streaming, and the financial services industry, among others.

JioCinema is breaking all previous records in terms of viewership and app downloads. The concurrent viewership has already reached a high of 2.4 crore. JioCinema is still one of the most downloaded apps in the world, the statement said.