The Evolution of India’s Sports Business

India’s sports economy is undergoing a significant transformation, evolving into a more structured and commercially sophisticated ecosystem. This growth is underpinned by increasing advertiser confidence, deeper brand integration, and expanding viewership across both traditional broadcast and rapidly growing digital platforms. Sponsorship deals, media rights, and athlete endorsements continue to form the core revenue streams driving this expansion.

Media Spending: The Engine of Growth

At the heart of this economic surge is a substantial increase in media spending, which remains the primary catalyst for growth within the Indian sports sector. Advertising investments accounted for 51% of the overall industry value, reaching ₹9,571 crore – a 19.8% increase year-over-year. While television continues to be a significant contributor with ₹5,117 crore in advertising revenue (up 16.4%), digital platforms are experiencing even faster growth, reaching ₹4,449 crore as streaming services and mobile-first viewing habits become increasingly prevalent.

Sponsorships and Athlete Endorsements

Sponsorship revenue also demonstrated consistent progress, rising 7% year-over-year to ₹7,943 crore, representing 42% of the total market value. Despite a slight dip in investment from the real-money gaming sector, demand for sports marketing assets remained strong, with brands in consumer goods, technology, and financial services recognizing the power of sports for achieving scale, visibility, and audience engagement.

The athlete endorsement market further solidified its commercial strength, growing 10.3% to reach ₹1,350 crore. Cricket continues to dominate this segment, accounting for 87% of all endorsement deals, equivalent to ₹1,178 crore, highlighting the enduring brand equity of India’s leading cricketers.

Cricket’s Continued Dominance

Cricket’s influence on the broader sports economy remains unparalleled, contributing 89% of total industry revenues in 2025, up from 85% in 2024. The sport generated ₹16,704 crore in revenue, representing a 17.9% annual growth rate. This dominance extends across all commercial verticals, with cricket accounting for 81% of sponsorship investments, 87% of endorsement revenues, and 95% of media spending.

The Indian Premier League and Women’s Premier League

The Indian Premier League (IPL) remains the cornerstone of this commercial success, fueled by consistent viewership, premium advertising inventory, and integrated brand partnerships. The expansion of the Women’s Premier League (WPL), alongside the broader international cricket calendar, has further strengthened year-round commercial opportunities and solidified cricket’s position as the most scalable sports property in India.

Industry leaders emphasize the need for diversification. Ashwin Padmanabhan, Chief Operating Officer, WPP Media South Asia, noted, “The Indian sports economy crossing the $2 billion milestone marks a significant moment… While cricket continues to anchor the ecosystem, we are also seeing encouraging momentum across other segments.” Vinit Karnik, Managing Director – Content, Sports & Entertainment, WPP Media South Asia, added, “Sport today sits at the intersection of culture and commerce… We are seeing a shift from visibility-led associations to more immersive, story-driven collaborations.”

The evolution of athlete endorsements is also noteworthy, with brands increasingly exploring equity-based partnerships and long-term collaborations that integrate athletes more deeply into team and league structures. This shift reflects a broader trend towards data-driven, strategic partnerships designed to unlock sustained value.

What role will emerging sports play in challenging cricket’s dominance? And how can leagues and organizations build consistent fan bases to attract sustained sponsorship interest?

With continued investment in media rights, digital distribution, and premium sponsorship assets, India’s sports economy is well-positioned to maintain its growth trajectory, leveraging the power of live sport to engage large-scale audiences and deliver impactful brand storytelling. Statista provides further insights into the Indian sports market. IBEF also offers a comprehensive overview of the sports industry in India.

Frequently Asked Questions About India’s Sports Economy