building a legacy

India Sports Sponsorship Report 2024

XII Edition
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FOREWORD
Vinit Karnik
MD - Content,
Entertainment and Sports,
GroupM South Asia
[Link]@[Link]

This marks the 12th edition of the annual report

on the Indian Sports Industry from GroupM ESP,
the Entertainment & Sports division of GroupM.
It remains a source of great satisfaction for us to
present the important developments in this
pulsating sector along with the multiple facets
surrounding it.

2024 was a year that saw us make strong forays

into the realm of multidisciplinary success on the
world stage. Cricket has long been the fulcrum for
sports in the country. Our team has performed
incredibly well over the past decades to take us to
our current position in the game. Recent years
have seen us scale new heights in the No. 1 sport
in India, becoming the team to beat in ICC
tournaments, as well as in bilateral rubbers
across the three formats. 2024 saw us overcome
a vexing hurdle, a lingering sense of
incompleteness around all these glories, as we
won the World T20, our first ICC trophy in eleven
years. The way we are dominating international
competitions, many more victories are in store for
us, and that augurs well for the business of
sports; the positive correlation between our feats
at the highest levels and the resultant commercial
evolution is undeniable. In that context, the
results at the Paris Olympics are certainly ones
to be upbeat about, going forward. While our tally
of six medals at the Games might not have been
the best ever, a deeper assessment reveals how The report takes a deep dive into the factors that
multifariously competitive we have been. Every influence the swings in the business side of
day, India had a genuine shot at a podium finish. sports. We study the quantitative metrics to
While only some of these opportunities translated analyze where we have reached, along with a
into medals, the overall performance hinted at a qualitative probe to appreciate the dynamics that
promising future. This is encouraging because are at play. We also explore digital engagement,
emerging as a multi-sport powerhouse is central social conversations, search trends, and key
to the new legacy of the Sporting Nation that is broadcasting metrics such as TVR and on-air
being crafted. reach across leading franchise-based leagues.
This, we believe, will enhance the value for rights
This report analyses the industry through the owners, advertisers, and agencies alike. With
lens of three revenue streams - Sponsorships each edition of the report, we strive to raise the
(including Ground, Team and Franchise Fee), bar by exploring fresh perspectives for the
Athlete Endorsements and Advertising Expenses benefit of the readers, a matter of highest
on related content. The trio has come together priority for us. With sincere gratitude, we
to take us to the threshold of the $ 2 Bn mark, acknowledge the inputs from rights owners,
almost seven times the scale of the industry in agencies and industry participants for their
2008, when the BCCI had ushered in the invaluable contributions and support, as we
franchising format through the IPL in a move forward in our mission. We are thankful to
revolutionary step. The near-sevenfold surge all of them, and the fillip we get from their
since that year captures the pace at which we backing is what gives us the energy we need to
have been travelling, with cricket navigating us keep moving forward.
along the way and other disciplines treading
their paths through their respective learning As always, our commitment has been to provide
curves. 2024 saw a single digit year-on-year an insightful and forward-looking study of the
growth, uncharacteristic of the high standards of industry. We welcome any feedback or
recent times. Nevertheless, there were certain observations that could help us enrich future
clear gains too, ones that numbers may not editions, and we look forward to engaging with
capture, pointing to a sustainable uptrend in you on the road ahead.
2025 and beyond. The Olympics and franchise
leagues reveal only one part of the progress we
have achieved through Emerging Sports. The
other aspect is the big leap we have made in
Participative Sports. The growth of distance
running has been inspiring, and the rise in
interest for pickleball has been equally
remarkable. These are signs that we are well on
our way to becoming a sports-playing nation, not
just one that loves its athletic heroes - an
inclusive and defining feature of the legacy!
 CONTENT
01 IPL At 18: A Sporting Legacy
In The Making

04 Foundation Before Fireworks In

The Multiverse Of Sports

Emerging Sports Step Up Even

10 As Cricket Takes A Fresh Guard
At The Wicket

Smaller Courts, Bigger Impact:

17 How Pickleball Is Getting India
To Come Out And Play

19 Performance Pays Off As Brands

Raise The Game With Athletes

26 Keeping The Engine Revving As You

Navigate Through Tight Corners

Emotional Currency Circulates

36 Through The Game As Fans Carry
The Baton

Jiostar Debuts At The IPL:

41 The Powerplay Partnership
In Broadcast And Advertising

44 Looking Back,
Looking Forward

50 The Last Word

 IPL AT 18

IPL AT 18: A SPORTING LEGACY

IN THE MAKING

The Journey: From a Start-Up

League to a Global Powerhouse
Arun Singh Dhumal The IPL’s growth story is nothing short of phenomenal.
Chairperson, Indian Premier In 2008, the league launched with eight franchises.
League Governing Council By 2022, IPL grew to a 10 team affair with media rights
commanding a staggering $ 6.2 billion, reflecting its
Eighteen years ago, the Indian Premier immense global appeal. The league’s franchise
valuations have skyrocketed, with teams like the
League (IPL) was an audacious experiment
Mumbai Indians and Chennai Super Kings rivaling some
- an attempt to blend cricket with of the biggest clubs in European football and the NFL.
entertainment, city-based rivalries, and a
franchise model that had seen success A key factor behind this success has been the IPL’s
ability to attract world-class players, cutting-edge
globally but was untested in India. Today,
technology, and a format that balances high-intensity
the IPL is not just a domestic cricket competition with engaging entertainment. The
tournament; it is a global sporting introduction of the Impact Player rule, the rise of
talent from smaller towns, and innovations such as
behemoth, a multi-billion-dollar enterprise
auctions have kept the league fresh and unpredictable.
that has revolutionized how cricket is
played, watched, and consumed. The success of the IPL has also reshaped the cricketing
calendar. Other T20 leagues—such as Australia’s Big
Bash League (BBL), England’s The Hundred, and Major
As we celebrate the IPL’s coming of age, it
League Cricket (MLC) in the United States—have
is imperative to reflect on its remarkable followed in its footsteps, but IPL’s scale and
journey, examine how we can ensure commercial dominance is second to none.

year-round relevance, and commit to the

As the IPL matures, it is time to take cues from other
sustainability goals that will define the next global leagues and ensure that it continues to evolve
era of growth. strategically.

01
IPL AT 18

Learning from Global Sports Beyond the Two-Month Window:

Leagues Keeping IPL Relevant Year-Round

While the IPL has undoubtedly set a benchmark in One of the biggest challenges for the IPL is maintaining
cricket, leagues such as the NFL, NBA, and Premier relevance in the months after the tournament ends.
League offer valuable lessons for long-term While the two-month spectacle dominates global
sustainability. viewership, the focus now shifts to ensuring that IPL
remains top-of-mind for fans throughout the year.

1. Global Expansion:
1. Franchise-Owned Tournaments &
The English Premier League (EPL) has built a global
Global IPL Expansion
fanbase by playing preseason matches in Asia and the
US, signing local broadcasting deals, and engaging with The introduction of other T20 tournaments—such as
international communities. The IPL’s global appeal and the SA20 in South Africa and ILT20 in the UAE, has set
fan base makes it a product ripe enough for export and the ground for a reintroduction of a Champions Trophy
spread wings in other markets. equivalent to not only take the brand IPL to other
markets but grow the sport at large.

2. Year-Round Engagement:
2. A Women’s IPL and Grassroots Expansion
The NBA and NFL have mastered off-season
engagement through free agency, drafts, and The success of the inaugural Women’s Premier League
pre-season games. IPL teams can drive engagement (WPL) in 2023 was a major milestone. By nurturing this
through academy programs, talent scouting league with the same commitment as the IPL, we can
tournaments, and exclusive digital content. ensure that city-based franchise cricket remains a
12-month conversation. Additionally, investment in
grassroots tournaments under IPL franchises can create
3. Merchandising & Licensing: stronger pipelines of talent.
European football clubs generate significant revenue
through merchandise sales. While IPL franchises have
3. IPL-Themed Digital Content & OTT Expansion
started tapping into this, a deep dive into this revenue
stream and an Indianised approach could truly unlock Leveraging streaming platforms for IPL docuseries,
and enhance fan loyalty. behind-the-scenes content, and in-depth player
analytics can keep fans engaged in the off-season. The
success of “The Test” on Amazon Prime and “Drive to
4. Data & Fan Engagement: Survive” for Formula 1 shows that sports storytelling
As IPL we invest in digital innovations. One area where can fuel fan interest beyond matchdays.
we would continue our efforts to make significant
strides is enhancing fan experience - be it on
broadcast or on ground.

02
 IPL AT 18

Sustainability & Carbon Neutrality:

A Commitment to the Future

As one of the world’s largest sporting leagues, IPL

carries a responsibility beyond just cricket—it must be
a force for good. Sustainability is no longer an option;
it is an imperative. The IPL has already taken steps
toward reducing its carbon footprint, but there is
much more to be done.

1. Greener Stadiums & Infrastructure

Many IPL franchises have begun adopting
rainwater harvesting at their home venues.
The aim is to ensure that all IPL stadiums
transition to renewable energy sources in the
near future.

2. Carbon Offsetting Initiatives

Taking inspiration from Formula 1’s
sustainability model, IPL aims to become a
carbon-neutral league by implementing carbon
offsetting initiatives such as tree-planting
campaigns and reduced plastic usage at
venues. Building a Legacy Beyond Cricket

3. Eco-Friendly Merchandise & Sponsorships The IPL is no longer just a cricket tournament; it is
Teams and sponsors must integrate a cultural phenomenon. As we step into its 18th
sustainability into their core branding. year, our focus remains on continuous innovation,
Encouraging eco-friendly IPL merchandise global expansion, and ensuring that the league
and ensuring sustainable practices in leaves a positive impact—not just on the game but
franchise operations will set a new on society at large.
benchmark in Indian sports.
By learning from the best global leagues, enhancing
year-round engagement, and driving sustainability
efforts, IPL can ensure that it remains the gold
standard in cricket and sports entertainment for
decades to come.

The journey so far has been remarkable. The next

phase will be about building a lasting legacy.

03
FOUNDATION
BEFORE
FIREWORKS IN
THE MULTIVERSE
OF SPORTS

The past decade has seen Indian

sports progress at a rapid pace.
Broader advancements in
technology and media have
reshaped multiple sectors of the
economy, with sports business
evolving rapidly in response.
Spearheading the charge was
cricket, India’s national pastime, in a
passage of play that saw our team
reach global pre-eminence.
Success on the field was matched
by sharp business acumen off it,
making cricket the pathfinder in
unlocking value in the domain.

04
 SPORTS INDUSTRY SPENDS

The defining breakthrough was the diversification of the business sphere. Compared to 2023, the total delta
franchising model, which broke new frontiers in the stood at INR 867 Cr ($ 103 Mn), reflecting a 6% upward
business of sports. While the Indian Premier League shift. The true implications of this movement can be
(IPL) blazed the trail, other competitions have adopted fully understood when we dissect the data for a better
cricket’s playbook in the past ten years to build their understanding of the commercial scoreboard. Cricket,
own pathways, each at its own scale and speed. The the game synonymous with India’s sporting identity,
transformation triggered by the blue-chip T20 spectacle remains the undisputed leader of the pack, accounting
has brought together athletes, teams, governing bodies, for a massive 85% of the overall industry revenue. With
and corporate players into a self-sustaining ecosystem. total spends of INR 14173 Cr ($ 1687 Mn), it continues to
The momentum has pushed the industry to the cusp of be the primary driver, contributing INR 472 Cr ($ 56 Mn)
the $ 2 Bn mark (crossing INR 16600 Cr) - a significant to the incremental value in 2024 – delivering a 3% YoY
milestone for the Sporting Nation. Lurking beneath the rise. In contrast, the remaining share of 15%, attributed
overall number, the real story lies in the twists and to Emerging Sports, saw a significantly higher growth of
turns across the different monetization avenues that 19% - a revenue gain of INR 396 Cr ($ 47 Mn)! If each
add up to this total. A closer look at these components sport is a hero with its own universe, then cricket is the
will reveal the forces shaping the future of Indian overarching superhero, taking the helm. Its financial
sports. circle has a structure and maturity that befits its
stature. However, despite its dominance, the growth
This report evaluates the territory from a commercial figures in 2024 did not reach the high expectations set
standpoint, focusing on three key revenue streams: by its prior performances. This subdued uptick calls for
Sponsorship Spends (comprising Ground, Team, and deeper analysis, quantitatively and qualitatively.
Franchise sources), Athlete Endorsements, and Media
expenses through advertising on related content. The The business of cricket thrives on two key drivers. On
industry recorded a value of INR 16633 Cr ($ 1980 Mn) in the one hand, we have Team India’s international
2024, and this represents the combined output of these matches, including bilateral fixtures hosted by the BCCI
channels, highlighting the growing optimism around and events from the ICC, while on the other, there is the
sports within the business community. The continuous colossal presence of the IPL which has become a
upward trajectory over the years reflects the expanding bellwether stock for sports commercialisation in India.
influence of sports across sectors and its increasing However, 2024 presented challenges at both ends of the
social reach. The scope of this report excludes other wicket, driven by multiple factors that impacted growth.
revenue models such as gate receipts, player fees, prize A major concern here was a 31% reduction in the
money, merchandising, sports goods, and other number of games played by our men’s team, versus
operational or activation-linked costs. The trio of 2023. With 20 fewer matches on the slate for the year,
sponsorship, endorsement, and advertising combined to this represented an unavoidable shortfall. While a
fuel a surge to 3.6 times the equivalent spending of ten constrained schedule proved crucial, a bigger issue
years ago, marking a remarkable scale-up in the loomed. ICC’s new sponsorship cycle that began in 2024

The transformation triggered by the blue-chip

T20 spectacle has brought together athletes,
teams, governing bodies, and corporate
players into a self-sustaining ecosystem.

05
SPORTS INDUSTRY SPENDS

had a leaner look with fewer number of brand partners. strategies by rights holders. Nevertheless, the current
This strategy, driven by the 'Less is More' approach, ICC and IPL cycles are expected to build momentum
aims to limit sponsor slots, allowing each brand a soon. With an exciting lineup of fixtures for Team India
larger Share of Voice (SOV) within the roster. The goal on the horizon, these partnerships are set to gain
is to declutter the brand messaging across consumer traction, and normal services are expected to resume
touchpoints related to the event, ensuring that each in Indian cricket.
sponsor's communication resonates more powerfully.
ICC’s new system has 10 sponsor positions - 4 Premier The multiverse has other heroes too - the Emerging
and 6 Global Partners for both men’s and women’s Sports, which collectively performed impressively in
events, representing a significant reduction from 2023, 2024. Following the orbit-shifting entry of the IPL into
the last year of the previous cycle. 2024 also saw the the arena, other games took inspiration, using
commencement of IPL’s new partnership cycle, with franchise-based models to establish their own clusters.
specific deals being signed at increased amounts, In 2024, two important leagues celebrated a decade of
such as Tata as the Title Sponsor and the notable establishment - the Pro Kabaddi League (PKL) and the
onboarding of My11Circle into the ranks. Despite these Indian Super League (ISL). These competitions have
wins, the combined revenue of all IPL sponsorships benefited from the T20 festival’s learning curve, steadily
fell short of the goals set for the 2024 edition. As a building fanbases and creating sustainable business
result, total sponsorship spends across sports saw a models. While their growth paths are not as
modest 1% rise over 2023, falling short of the pronounced as that of India’s leading sport, their
anticipated surge. Cricket’s sticky wicket situation had resilience signals a multi-sport ecosystem that is
its impact on the industry across the board. While coming into its own. Still, the biggest thrust for
standalone deals sparkled, the big picture remained Emerging Sports in 2024 came from the Paris Olympics.
underwhelming due to factors such as reduced India’s strong showing at Tokyo 2020, coupled with
number of matches and evolving commercial stellar performances at the Asian and Commonwealth

06
 SPORTS INDUSTRY SPENDS

Games, had raised expectations. With Olympic events

gaining more visibility, corporate India stepped up in
support of its athletes. The sponsorship lineup for the
Indian contingent featured some of the biggest names
in business that aligned with the pursuit of national
glory - Reliance, Adani Group, Aditya Birla Capital, and
others. While cricket saw a reduction in available Distance running
sponsorship inventory, investments flowed into other
disciplines, indicating a growing recognition of athletic
accounted for one-fourth
endeavours beyond the dominant force. Since these of the sponsorship pie in
events are still in their growth phase, they do not yet
command the deep-rooted supporter groups or cultural Emerging Sports last year.
following that the country’s flagship game enjoys. As a
result, the sponsorship and media rates will be
softened, and numbers alone may not fully capture the
enthusiasm generated by Paris 2024, especially when
compared with cricket’s commercial juggernaut. That
said, there are underlying gains like higher visibility,
stronger talent pathways, and increasing corporate
interest. A particularly strong growth story in recent
years that gained further momentum in 2024 was the
rise of participative sports, with marathons leading the
way. Distance running accounted for one-fourth of the
sponsorship pie in Emerging Sports last year. The Tata
Group led a diverse mix of brands supporting these
events which promote community spirit, health, and
wellness. In more ways than one, marathons are
winning in the long run! When brands align with
competitions that are less spectatorial and more
inclusive, they go beyond monetary transactions to
become enablers of growth. Such partnerships
symbolise a long-term commitment to nurturing events,
talent, and grassroots structures. Emerging Sports may
still be at formative stages of commercial evolution, but
2024 was a year for setting strong foundations in talent
development, ecosystem building, and community
engagement - all of which are crucial elements for
propelling India’s multi-sport future to greater heights.

Athlete endorsements recorded an emphatic 32%

year-on-year growth in 2024, reflecting the increasing
confidence placed by brands in the cultural connect
enjoyed by popular players in India. In a nation that
reveres its superstars, the rising curve in endorsement

07
SPORTS INDUSTRY SPENDS

spends highlights the admiration these icons command

and serves as a barometer for the growing influence of
sports in our social fabric. Shifting to the realm of
advertising, even in a year that saw a clear shortage of
monetisable assets in cricket due to scheduling
constraints, media spends still grew by 7% across all
disciplines. This segment of the market represents the
battle for consumer mind space, where brands compete
for their share of mental real estate - and as expected,
the game of willow and leather dominates with a 94%
contribution! A major development in 2024 was the Sponsorships,
merger of two huge media conglomerates, leading to
the formation of JioStar, an industry behemoth primed
endorsements, and
to play a transformative role in taking competitions to media spends come
the masses in the years ahead. Sponsorships,
endorsements, and media spends come together to together to
encapsulate the commerce of sports, where passion,
performance, and profit converge in an ecosystem
encapsulate the
designed for mutual success. 2024 was a year of commerce of sports,
patience for cricket, the superhero sport weathering the
tough sessions, with an eye on the runs that are there
where passion,
for the taking as the game unfolds. The bigger story, performance, and
though, was about how Emerging Sports, the rising
heroes, made their mark! With sponsorship inventory in profit converge in an
cricket tightening, fresh engagement opportunities
emerged in Olympic disciplines, homegrown leagues,
ecosystem designed
and participative sports. This wasn’t a year of for mutual success.
commercial fireworks; rather, it was a strategic phase
where public and private sectors came together,
pressing forward in their shared mission of building a
multi-sport framework in India.

08
 SPORTS INDUSTRY DATA

2023 2023 2024 2024 Growth%

(INR Cr) (USD Mn) (INR Cr) (USD Mn) 2023 to 2024

Sponsorship 7,345 885 7,421 883 1%

Endorsement 927 112 1,224 146 32%

Media Spends 7,494 903 7.989 951 7%

Total 15,766 1,900 16,633 1,980 6%

Cricket 13,701 1,651 14,173 1,687 3%

Emerging
Sports 2,065 249 2,461 293 19%

Total 15,766 1,900 16,633 1,980 6%

Cricket Share 87% 85%

2023 2024
Emerging Sports Share 13% 15%

Source – GroupM ESP Dollar rate for 2023 – INR 83 & for 2024 – INR 84

Key Insights:
1. The number of matches that Team India played in CY2024 was lesser – 44 Matches in 2024 vs. 64 Matches in 2023
2. CY2023 was the last of the previous sponsorship cycle in both – IPL and ICC
▫ While IPL renewed Title Partnership at INR 500 Cr/yr and Associate Partners at an avg. of INR 93 Cr/year, IPL 2022
and 2023 was an anomaly – with 100% fill rate in terms of sponsors.
▫ Similarly with the ICC - ICC 2023 WC hosted in India (last event of the previous rights cycle) with 20 sponsors in
total. ICC 2024-2028 onwards, the sponsorship structure follows the “Less is More” philosophy with only 4
Premier Partners (currently only 3 are filled i.e., Fly Emirates, Aramco, DP World) and 6 Global Partners each for
Men’s and Women’s events (currently only 1 i.e., Coca Cola).
3. Sports endorsements took off – 32% growth from CY2023 to CY2024 – thanks to increased fanfare for Team India
on the back of a great ICC WC 2023 performance and a victorious ICC T20 WC 2024.
 EMERGING
SPORTS STEP UP
EVEN AS
CRICKET TAKES
A FRESH GUARD
AT THE WICKET

2024 was a year that saw marked consolidation in sponsorship activities in

Indian sports. While there was no overt powerplay on the commercial front,
cricket played a cautious game with an eye on the future. In the seventeen
years since the inception of the IPL, the sponsorship model has evolved
considerably in the country. Today, we have a symbiotic ecosystem involving
brands, businesses, sports properties and consumers.

10
 SPORTS SPONSORSHIP SPENDS

Even in a year that saw a conspicuous paucity of easy

scoring opportunities in terms of incremental revenue,
A noteworthy
steps were taken by the rights holders in cricket to development within the
IPL fold was My11Circle’s
enhance the value delivered to sponsors. This move,
while laden with short-term ramifications, will go a
long way in strengthening the solid foundations of the
win-win framework. At the same time, Emerging
impressive winning bid
Sports have played the supporting role to perfection, of INR 125 Cr ($ 15 Mn)
ramping up the scoring rate and giving a boost to the
industry. It was the year of the Olympics, and
per annum in the
corporate India rallied behind our contingent, like the
rest of the nation. The Indian industry recorded sports
competitive fantasy
sponsorship spends to the tune of INR 7421 Cr ($ 883 Mn) gaming category.
in 2024, at an increment of 1% over the 2023 figures.
The growth trends were broadly consistent across all
three revenue streams. Ground Sponsorship recorded
INR 3046 Cr ($ 363 Mn), closing just under the 2023
numbers, while Team Sponsorship generated INR 1681 Cr
($ 200 Mn), and Franchise Fee stood at INR 2694 Cr T20 World Cup held in the USA and the Caribbean
($ 321 Mn), both closing slightly ahead of the previous islands took us to the top of the world in terms of
year’s performance. With total spends of INR 5610 Cr on-field performance, the results on the business side
($ 668 Mn), cricket contributed 76% to the overall did not reflect the same level of buoyancy – owing to a
value, albeit with a slight drop from 2023. To get a purposeful trade-off made with the best interests of the
better understanding of the picture conveyed by sponsors in mind. Three Premier Partner slots went to
these numbers, it is imperative that we take a closer well-known businesses that had shown increasing
look at the pitch, for a clearer perspective of the affinity for cricket in recent years. Fly Emirates cruised
playing conditions. along in their smooth journey with the ICC, while
Aramco continued to fuel their partnership with the
The Indian cricket team played 44 matches in all in governing body’s well-oiled machinery. Meanwhile, DP
2024, while they had a significantly busier schedule in World experienced no logistical hassle in their voyage
2023 with 64 outings. This had a detrimental effect on with the world of cricket. Among the Global Partners,
the Ground and Team Sponsorship values. Two key Coca-Cola continued its longstanding association with
pillars for cricket, India’s most popular sport - the the ICC, having renewed its commitment for the latest
International Cricket Council (ICC) and Indian Premier cycle. While ICC events are major draws for our cricket
League (IPL), both saw the commencement of new fans, the home fixtures of Team India are equally special
sponsorship cycles in 2024 for their respective for them, creating unmatched excitement and fervour.
schedules. When the ODI World Cup was played in India For these events, organized by the Board of Control for
in 2023, there were 20 ICC sponsors in all. In the new Cricket in India (BCCI), the roles of Title Sponsor and
cycle, this has been recalibrated to four Premier Official Partner were performed by IDFC First Bank and
Partners and six Global Partners each for men and SBI Life, respectively. As this unfolded, Campa and
women, driven by the “Less is More” philosophy. While Atomberg joined as Official Partners, enhancing the
the benefits of this rationalisation will eventually value of Ground Sponsorship. Dream11 continued as the
become self-evident, this has led to a reduction in the Team Sponsor, while Adidas remained the Kit Sponsor
total sponsorship value for ICC events. While the 2024 for both the men’s and women’s squads.

11
SPORTS SPONSORSHIP SPENDS

The IPL also witnessed changes in the wake of the but also a vibrant cultural and hospitality hub. While
renewal of its Central Sponsorship, indicating the start of promoting Indian heritage and providing unwavering
a new cycle in 2024. Tata extended its association as the support to our sporting heroes, it stood as a symbol of
Title Sponsor, with a deal valued at INR 500 Cr ($ 59 Mn) pride and solidarity. Witnessing this blend of tradition and
per year, while the Associate Partner slots were secured modernity, while cheering on our champions, was truly a
at an average annual value of INR 93 Cr ($ 11 Mn). special moment for the nation. The Adani Group became
the Principal Partner of the Indian contingent, as they
A noteworthy development within the IPL fold was supported the campaign significantly. Paris 2024 also saw
My11Circle’s impressive winning bid of INR 125 Cr ($ 15 Mn) the Indian Team partnering with Bharat Petroleum, Aditya
per annum in the competitive fantasy gaming category. Birla Capital, JSW Group, Ebco, Yes Bank, Amul, Puma,
This marks a significant move for the brand, and the Herbalife, Tasva, Borosil and other such brands that
5-year deal is expected to contribute substantially to backed our athletes.
its growth strategy over the coming years. The other
Associate Partners for the IPL were Angel One and Distance running has traversed many miles in India in
RuPay, while CEAT Tyres and Wonder Cement served as recent years, with marathon events experiencing
the Official Partners. The T20 league recorded a clear significant growth. This acceleration has been fuelled by an
increase in individual deal values, a trend similar to that increased focus on health, fitness, community engagement
seen in ICC sponsorships. However, this delivery is and corporate support. These days, India’s long-distance
being measured against the exceptional anomaly of the runs draw participants from varied demographics, ranging
previous two years, with both 2022 and 2023 having from professional athletes and amateurs to corporate
returned 100% sponsorship fill rates. With such teams. With the backing of major business houses and the
extraordinary precedents, expectations from 2024 in momentum generated by societal trends, these events are
terms of growth figures were undeniably high, and fully evolving into cultural milestones that promote fitness and
meeting them proved to be a daunting task. In women’s other shared values. In 2024, all major Indian cities hosted
cricket, the second season of the Women’s Premier their landmark marathons with remarkable success. The
League (WPL) was played out, with Tata maintaining its Tata Group continued to be the pacesetter here by
position as the Title Sponsor and Sintex coming on board stepping in as the Title Sponsor at the Mumbai Marathon.
as the Associate Sponsor. The list of Official Partners for To add to this, Kolkata 25K was reinforced by Tata Steel,
the event included Dream11, CEAT Tyres, and Amul Kool. and the success codes for the 10K run in Bengaluru were
written by TCS - with Title Rights in both cases!
As we look beyond the cricket world, 2024 saw healthy
growth in sponsorship spends in Emerging Sports. With
an upswing of 19% over 2023, they delivered a total value
Paris 2024 also saw the
of INR 1811 Cr ($ 216 Mn). The Paris Olympics gave an Indian Team
impetus to the business of these sports – it was the
keenly awaited spectacle of the year. While our athletes partnering with Bharat
represented the nation with pride at the Games, several
prominent Indian business houses contributed
Petroleum, Aditya Birla
meaningfully to their sporting endeavours. Reliance Capital, JSW Group, Ebco,
served as the Principal Partner to the Indian Olympic
Association (IOA), and the first-ever 'India House' created
Yes Bank, Amul, Puma,
by them at the Olympics marked a historic milestone. It Herbalife, Tasva, Borosil
became a true 'home away from home' for Indian
athletes, offering not only a place of comfort for them, and other such brands
that backed our athletes.

12
 SPORTS SPONSORSHIP SPENDS

In the capital city, Vedanta continued to run with the

Delhi Half Marathon, in the role of the Title Sponsor.
Corporate support for distance running extended
further in 2024 with Adani Group (Ahmedabad), NMDC
Limited (Hyderabad), and Freshworks (Chennai)
featuring prominently among the other key sponsors.
Internationally, the Tata Group made significant strides
on the course with TCS securing a five-year deal as the
Title Sponsor for the Sydney Marathon, enhancing their
presence in Australia, a key market for them. Distance
running stood out in 2024, contributing 23.5% of
non-cricket sponsorship spends, clearly emerging
as an inclusive and fast-growing participative
sport in the country.

A decade has passed since Kabaddi and Football took

inspiration from cricket’s premier franchise league. 2024
saw the Pro Kabaddi League (PKL) receiving robust
support from brands like Dream 11 and Shriram Finance
as Associate Sponsors, while HP Lubricants, Roff, and
Mother Dairy came on board as Official Partners. The
Indian Super League (ISL) pushed the ball forward with
Parimatch Sports, Nandini, and Nivia Sports on the
sponsorship roster. These partnerships reflect the
confidence bestowed on the leagues by brands and the
growth potential they represent. While cricket remains
the dominant force in India’s sporting ecosystem, both
PKL and ISL have successfully carved out their own
identities, with a promising future ahead. In 2024, action
also unfolded in the Ultimate Table Tennis (UTT),
Ultimate Kho Kho (UKK), and Prime Volleyball League
(PVL), marking the early stages of their respective
journeys. The successful execution of these events
highlights the diversity in India’s sporting arena,
providing platforms for emerging athletes across
multiple disciplines. A notable comeback occurred
towards the end of the year with the return of the
Hockey India League (HIL), which had been on the
sidelines for some time. With the national team’s
impressive performance at the Olympics, there is
renewed optimism around the sport. Earlier in the year,
New Delhi hosted the India Open Badminton
Tournament with Yonex Sunrise, an iconic name in the
sport, serving as the Title Sponsor. In another highlight,

13
SPORTS SPONSORSHIP SPENDS

we also hosted the Indian Open Golf, with Hero Motors, remains positive, with 2025 poised to see a stronger
true to the name, playing the Title Role, further performance with the spends increasing in cricket as
showcasing the variety in the nation’s landscape for well as emerging sports.
Emerging Sports.

Several Indian brands have extended their

sponsorships to prominent international competitions
A notable comeback
across disciplines, illustrating our growing presence as occurred towards the
a significant sports-consuming nation. In football,
Apollo Tyres continued its partnership with Manchester end of the year with the
United, focusing on grassroots development with their
‘United We Play’ activation. Meanwhile, Ceat forged an
return of the Hockey
alliance with the German club Bayer 04 Leverkusen, India League (HIL),
signalling further expansion of Indian brands into
international football. BKT Tires, known for its strong which had been on the
international presence, continued to build its
reputation by sponsoring a diverse portfolio of events
sidelines for some time.
such as the United Rugby Championship (Title With the national team’s
Sponsor), World Women’s Curling Championship (Title
Sponsor), EuroLeague Basketball (Premium Partner), impressive performance
Australia’s Big Bash League (Official Off-Highway Tire
Partner) and Monster Jam (Official Tire Partner), among
at the Olympics, there is
others. These associations underscore India’s renewed optimism
importance as a sports market, with our brands
increasingly making inroads into world-class around the sport.
competitions. As our audiences become more engaged
with various sports by going beyond cricket, these
partnerships serve to enhance brand visibility, while
also contributing to the growing recognition of our
nation in the global industry.

The 2024 scoring rate in cricket sponsorship can largely

be viewed as an outlier against the run of play and not
indicative of a trend - more of a blip than a lasting
pattern! On a more positive note, emerging sports have
demonstrated impressive growth, sending a strong
signal that a broader multi-sport ecosystem is on the
horizon in India. As new sports gain momentum and
attract more attention, the opportunities for brands to
engage with a wider range of followers are expanding.
As the respective fan bases grow, brands are expected
to increasingly see value in associating with them,
leading to heightened sponsorship activities. Looking
ahead, the trajectory of sports sponsorship in India

14
 SPORTS SPONSORSHIP SPENDS

2023 2023 2024 2024 Growth%

(INR Cr) (USD Mn) (INR Cr) (USD Mn) 2023 to 2024

Ground
Sponsorship 3,117 376 3,046 363 -2%
Team
Sponsorship 1,600 193 1,681 200 5%
Franchise
Fee
2,628 317 2,694 321 3%

Total 7,345 885 7,421 883 1%

Cricket 5,817 701 5,610 668 -4%

Emerging
Sports 1,528 184 1,811 216 19%

Total 7,345 885 7,421 883 1%

Cricket Share 79% 76%

2023 2024
Emerging Sports Share 21% 24%

Source – GroupM ESP Dollar rate for 2023 – INR 83 & for 2024 – INR 84

Key Insights:
1. Two key pillars of Cricket i.e., ICC and IPL went through a change of Sponsorship Rights Cycle – leading to a fresh
start to the sponsorship innings for the sport.
▫ While individual deal values got corrected upwards, the summation of the total ground sponsorship values has
been subdued.
▫ Team India played only 44 matches in CY2024 – as against 64 matches in CY2023; leading to lesser sponsorship
monies hitting National Cricket Federations’ coffers.
2. 2024 was an Olympic Year – leading to 19% YoY growth in Emerging Sports business
▫ Special callout for Marathons (Distance Running) – contributing 23.5% of the “Emerging Sports” pie.
SPORTS SPONSORSHIP SPENDS

EXPERT VIEWS

Avik Das Kanungo

Director – Brand &
Marketing Strategy,
Games24x7 Zameer Kochar
Chief Marketing Officer,
With Cricket leading the way, Angel One
Sports sponsorship in India
has really become an Multiple brands whether new
accessible and potent age start-ups or traditional
ecosystem for brands to form legacy brands have leveraged
a deep connect with their Deepak Mehra IPL as a marquee event to
relevant consumers. For a drive mass brand visibility &
Executive Director,
gaming company like us, brand consideration.
Wonder Cement Ltd.
strategic sponsorships, A well thought 360 marketing
endorsements and media Sports sponsorships are more
strategy by leveraging
spends within this ecosystem than brand placements; they
on-ground, on-air & digital
has grown to become a very are a gateway to deep
media with a strong mix of
important part of our consumer connections, shared
creative messaging, smart
planning. Not only such passion and nationwide
targeting & a robust
marketing spends help garner impact. As the Official Umpire
measurement & monitoring
massive reach but also gives Partner of TATA IPL
framework has helped
innovative opportunities to (2024-2028) and Title Sponsor
brands successfully deliver
build and shape brand of India’s tours to Sri Lanka
on both brand & business
perceptions. and South Africa in 2024,
outcomes.
Wonder Cement has seen
firsthand how sports elevate
brands, driving recall,
engagement and trust at an
unmatched scale. Backed by
the vision of our promoters, we
see sports as a powerful
platform that not only elevates
brands but also fuels the spirit
of a sporting nation.

16
SMALLER
COURTS, BIGGER
IMPACT: HOW
PICKLEBALL IS
GETTING INDIA Gaurav Natekar
TO COME OUT CEO & Founder,
World Pickleball League
AND PLAY They say the only constant is change. However, in
today’s day and age, change is not only constant but
very swift as well. In an era defined by instant
gratification, various facets of our habits, from
entertainment avenues to lifestyle choices, have
undergone significant shift. The way we consume
content has changed dramatically with short-form
videos dominating our screens and quick engagement
becoming par for the course. This metamorphosis
extends to the world of sports too, where even
traditional approaches are being redefined to align with
contemporary preferences. Consider cricket, India’s
most popular sport: the introduction of the IPL and the
T20 format has revolutionised the game by enhancing
its excitement and widening its appeal, thereby
substantially boosting its commercial success. While
the purist might still frown upon the new formats, it’s
no secret that the shorter format has brought in new
audiences, heightened the entertainment quotient, and

Pickleball captures overhauled the game of cricket (along with its

sensibilities!). It is within this larger context that
the essence of pickleball has emerged as a sport that aligns with
modern sensibilities and trends. As a product of this
today’s recreational evolving backdrop, it blends elements of tennis,

preferences: quick to badminton and table tennis and offers a lively

experience that is both absorbing and uncomplicated.
learn, highly social Pickleball captures the essence of today’s recreational
preferences: quick to learn, highly social (and social
(and social media media friendly) whilst being superbly entertaining. With

friendly) whilst being a global market size of $ 1.3 Bn (INR 10920 Cr), and over
five million registered players worldwide, it has already
superbly entertaining. established its presence in the world of sports.

17
SMALLER COURTS, BIGGER IMPACT

A key driver behind pickleball’s rapid rise in India is its This widening demographic base bodes well for the
accessibility. Unlike many traditional disciplines that sport’s future growth. What started in premium
entail a steep learning curve, it is easy to grasp yet localities within metro cities has now begun expanding.
offers enough depth for those who wish to master it. Its With the number of recreational players in the country
simplicity makes it inviting for beginners, while the closing in on the one-lakh mark, across more than 17
competitive nuances keep seasoned players captivated. states, pickleball is on a sharp rise whilst projections
This balance between ease and challenge has pointing towards a million registered players in India by
broadened its appeal across varied age groups and skill 2028. With increasing infrastructure and heightened
levels. Beyond its approachable format, the compact awareness, it is only a matter of time before courts
nature of the game makes it particularly suited for become even more prevalent in major centres, with
urban India, where space is at a premium. A standard inroads being made into the next town-tiers too.
pickleball setup occupies only about a quarter of the
space required for a tennis court, allowing easier The recently concluded inaugural edition of the World
accommodation in crowded cityscapes. To offer another Pickleball League was a case in point as we were able
perspective, the dimensions are comparable to those of to showcase the competitive as well as the fun and
a doubles badminton court, making it highly adaptable community element of the sport. We introduced an
to existing premises. This enhanced spatial efficiency innovative, fun and competitive timed format for the
allows multiple courts to fit into the area typically first time ever which caught the imagination of the
reserved for a single sport, leading to greater scalability players, spectators and was great for broadcast as well.
for pickleball. In areas and geographies where land In a manner akin to how the business of leagues have
availability poses constant challenges, the minimal transformed other sports in India, structured
space requirement is a major advantage, enabling the competitions will not only elevate the quality of play
sport to become a community builder whilst testing but also provide a platform for emerging talent, creating
and challenging the athletic abilities of individuals who an aspirational pathway for youngsters who take up the
are being introduced to the beauty of sport. sport. India stands at an inflection point in its athletic
evolution. For decades, we have been a sports watching
So why is Pickleball the ‘go to’ sport not only within nation, passionately following our favourite teams and
the sporting ecosystem but outside of it. For starters, players. Now, we are steadily transforming into a sports
it seamlessly blends fun, recreation, and fitness within loving and playing nation, where active participation is
a collaborative setting, perfectly complementing getting integrated into everyday life. Being involved in
contemporary lifestyles. Families can enjoy it as a this shift, and contributing to this growth story that
shared activity while social circles can engage in friendly aligns so closely with modern India’s aspirations, is
competitions. Even corporate groups are embracing it deeply fulfilling for us at the World Pickleball league as
for team-building goals; its inclusive nature making it we move into our second phase of execution with a lot
suitable for all. Initially, pickleball in India attracted more innovations that will further spur the game as well
higher participation from older age bands, like those as the players coming into it.
above 50. However, this trend has been shifting. In the
last couple of years, a growing number of younger If India has to ‘get up and get moving’, then Pickleball is
players, those in their 30s and even lower, have taken the way to do it and hopefully, the World Pickleball
to the sport. Young parents, students, and working League will be a major catalyst in the movement.
professionals are now actively participating, drawn by
the balance of fitness, fun, and the informal interaction
that pickleball offers. As a result, 80% of the participants
are now from the age group of 18 to 50 years.

18
PERFORMANCE PAYS OFF
AS BRANDS RAISE THE
GAME WITH ATHLETES

After an electrifying performance in 2023, athlete

endorsements in India have outdone themselves in 2024,
registering an impressive 32% year-on-year spike.
This marks the highest annual growth rate in 14 years,
demonstrating the phenomenal rise in the influence of sports
celebrities in the country. Brands are increasingly recognizing
the value in associating with these stars, and this, in turn, is
leading to more high-value partnerships.

19
SPORTS CELEBRITY ENDORSEMENT

The total endorsement spending has crossed the performance in the ICC World Cup 2023 played at home
INR 1000 Cr mark for the first time, reaching INR 1224 Cr was nothing short of remarkable and it truly captured
($ 146 Mn) - almost double the figure from just three the imagination of the nation. Though they stumbled at
years ago! The particularly exciting part of this trend is the final hurdle against Australia, the entire nation
that this incremental delivery has come from a broad rallied behind the boys. This enthusiasm peaked in
range of sports. While cricketers continue to dominate June when Team India clinched the T20 World Cup in
the scene with significantly higher average deal values, Barbados, overcoming South Africa in a historic
athletes from emerging sports are also seeing triumph. This win, our first ICC Trophy in 11 years,
substantial gains, driven by their on-field inroads. It is sparked emotional celebrations across the country, as
heartening to see the commercial success of the fanfare reached a crescendo in the celebrations
sportspersons from disciplines that do not have a that unfolded back home in the days that followed this
cricket-like following, and it signals a wider appreciation morale-boosting victory. Among cricket’s commercial
for these performers and their ability to engage with heavyweights, Virat Kohli remained a dominant force in
sporting enthusiasts across the country. These figures the endorsement arena, continuing his streak of
not only highlight the growing market value of athletes marketability. Rohit Sharma, who led the side across
but also emphasise their rising status as cultural icons. formats, kept his scoreboard ticking in the brand space
As our champions continue to excel globally, their ability as well. Meanwhile, former skipper MS Dhoni was like
to connect with audiences and shape national sentiment the impact player here, making the fans go into a frenzy
is becoming increasingly undeniable. when he takes the field at the IPL, the only competition
he participates in, these days. The endorsement pull of
Cricket has long been the nation’s sporting heartbeat, the Little Master Sachin Tendulkar could seem
producing some of its biggest icons. Brands, therefore, counterintuitive to the uninitiated, given that he last
have placed immense faith in these stars, making them played the sport more than a decade ago. Among
central to their marketing strategies. The industry’s younger stars, Rishabh Pant and Shubman Gill have
growth in recent years has been fuelled by the sport’s garnered impressive portfolios for themselves. Other
all-pervasive appeal, and 2024 saw the trend continue prominent names that feature in the list include Team
unabated. Our favourite superstars achieved a stellar India stalwarts like Jasprit Bumrah, Suryakumar Yadav,
30% rise over the previous year, pushing cricketer-led Shreyas Iyer, KL Rahul, and Hardik Pandya. In women’s
brand endorsement value to INR 1,054 Cr ($ 125 Mn). cricket, established players like Smriti Mandhana and
This increasing run rate is an endorsement for the Harmanpreet Kaur strengthened their partnerships
deep connection these players share with a vast with brands even as Shafali Verma, Jemimah
cross-section of fans in India. The men’s ODI team’s Rodrigues, Shreyanka Patil, Radha Yadav and Yastika
Bhatia made strides in the endorsement space. Cricket
Brands are increasingly is the bedrock of the Indian sports economy, with its

recognising the value in stars wielding considerable influence both on the

game and beyond. The past year has only reinforced
associating with these their commercial magnetism, as India’s No. 1 sport
contributed 86% to the endorsement pie in 2024.
stars, and this, in turn,
is leading to more While cricketers cleared the ropes and set new
endorsement landmarks, the year was notably exceptional
high-value partnerships. because of the extraordinary rise of athletes from
emerging sports. 2024 was the year of the Summer
Olympics, and carrying the aspirations of the nation

20
 SPORTS CELEBRITY ENDORSEMENT

were the 117 participants who represented us at the to a silver medal winning distance. The same is the case
Games in Paris. India finished with an impressive tally with PV Sindhu - with Olympic medals in Rio and Tokyo,
of six medals, and we came close to winning a few she had been a smashing hit with brands in the past,
more as our top guns competed meritoriously at the and 2024 was no different. Icons like Neeraj, Sindhu and
biggest multidisciplinary sports fiesta in the world. Manu will certainly strengthen the multi-dimensional
The Olympics proved to be the prime mover in the fabric of the sports endorsement arena in the country.
endorsement space beyond cricket, as brands went
faster, higher and stronger with athletes from emerging There is a rich talent pipeline in Indian sports, be it in
sports – the YoY growth standing at a whopping 46%. cricket or in other disciplines. While the current
With a total value of INR 170 Cr ($ 20 Mn), the lift superstars like Virat, Rohit and the others carry the
amounted to nearly half of the base value itself! Among expectations of the nation through the ebb and flow of
the breakout stars, Manu Bhaker proved to be quite the competitive cricket calendar, the system continues
the revelation, winning two Bronze Medals and almost to produce youngsters who are knocking on the doors
securing a third one as well. She became the first of stardom. We have players like Yashasvi Jaiswal, Tilak
Indian woman to win a shooting medal by coming third Varma, Rinku Singh and others, who are getting ready to
in the 10m Air Pistol individual event. What followed was shoulder more responsibilities. The same goes for other
equally amazing, as Manu partnered with Sarabjot Singh sports too. D. Gukesh, who became the pride of the
to repeat the feat in the mixed event too - becoming the nation by winning the FIDE World Chess Championship,
first athlete from independent India to win two medals leads a host of chess prodigies who could make the
at the same Olympic Games. Just like she was on the moves to take India to a completely dominant position
bull's-eye at the Games, brands were right on target in a sport that originated here. Badminton players like
too, as Manu had a very successful year in terms of Lakshya Sen and the doubles duo of Satwik and Chirag,
endorsements. Her accomplishments, on the shooting the key hockey players who are taking us on the path of
range and with respect to earnings, will serve as an ascendancy, Olympic medal winner Aman Sehrawat and
inspiration for many youngsters from emerging sports. other rising wrestlers, our young boxers, weightlifters
When we talk of Indian athletes becoming world-beaters and shooters – all represent a generation of athletes
in individual disciplines, the one name that crops up from emerging sports who are on the cusp of even
instantly is that of Neeraj Chopra. As he entered 2024, bigger wins on the world stage. The affirming sign here
he was already an Olympic Gold Medal winner and a is that fame and riches are just by-products of their
World Champion. Hence, expectations are always high achievements in events around the world and the glory
from Neeraj, like in the case with our cricket team. At they bring to the Sporting Nation through their effort,
Paris, he didn’t disappoint either, as he hurled the javelin determination and talent.

21
 SPORTS CELEBRITY
ENDORSEMENT

2023 2023 2024 2024 Growth%

(INR Cr) (USD Mn) (INR Cr) (USD Mn) 2023 to 2024

Cricket 810 98 1,054 125 30%

Emerging
Sports 117 14 170 20 45%
Total 927 112 1,224 146 32%

Cricket Share 87% 86%

2023 2024
Emerging Sports Share 13% 14%

Source – GroupM ESP Dollar rate for 2023 – INR 83 & for 2024 – INR 84

Key Insights:
1. Sports endorsements took off – 32% growth from CY2023 to CY2024 – thanks to increased fanfare for Team India
on the back of great ICC WC 2023 performance and victorious ICC T20 WC 2024.
2. Impact of Olympic Year was prominent on Endorsements pie in Emerging Sports too! The likes of Manu Bhaker,
Neeraj Chopra, PV Sindhu ensured a nearly 50% growth YoY in the endorsements pie.
DIGITAL DATA - CRICKETERS
Category Search Social Online Online Facebook Twitter Instagram
Volumes Conversations Mentions Mentions (000's) (000's) (000's)
(000's) (000's) (000's)
(Twitter (Blogs/
Only) News)

Athletes

Hardik Pandya Cricket 3,11,69,390 1,800 1,600 85 12,000 5,000 36,000

Harmanpreet Kaur Cricket 32,64,240 103 72 29 2,700 499 2,000

Jasprit Bumrah Cricket 1,23,75,280 1,500 1,400 150 9,500 5,800 19,000

Jemimah Rodrigues Cricket 21,59,100 72 59 12 285 156 2,000

KL Rahul Cricket 4,95,95,140 510 443 47 10,000 8,900 21,000

MS Dhoni Cricket 5,33,43,050 3,700 3,500 75 27,000 5,000 49,000

Mithali Raj Cricket 65,92,580 48 43 5 4,300 1,000 2,000

Rishabh Pant Cricket 2,49,46,870 1,700 1,500 138 5,600 4,500 14,000

Rohit Sharma Cricket 10,70,09,690 9,200 8,800 316 20,000 23,900 42,100

Sachin Tendulkar Cricket 4,72,62,750 1,900 1,800 64 38,000 17,000 50,000

Shreyas lyer Cricket 78,60,620 607 526 68 2,900 2,600 12,000

Shubman Gill Cricket 1,90,35,340 798 664 118 2,700 1,700 15,000

Smriti Mandhana Cricket 1,00,20,620 230 196 30 6,800 1,700 12,000

Surya Kumar Yadav Cricket 1,34,56,000 856 800 42 598 4,000 17,200

Virat Kohli Cricket 45,84,81,390 7,200 6,800 297 50,000 50,000 2,71,000

Source – GroupM ESP

DIGITAL DATA –
EMERGING SPORTS
Category Search Social Online Online Facebook Twitter Instagram
Volumes Conversations Mentions Mentions (000's) (000's) (000's)
(000's) (000's) (000's)
(Twitter (Blogs/
Only) News)

Athletes

Bajrang Punia Wrestling 10,14,650 864 848 14 923 449 786

Hima Das Athletics 3,93,490 3 2 0.634 1,900 447 469

Lovlina Borgohain Boxing 4,91,690 11 6 5 128 124 212

Mirabai Chanu Weightlifting 11,87,460 33 27 5 298 443 911

Neeraj Chopra Athletics 1,75,94,670 932 894 31 1,000 1,000 10,000

P V Sindhu Badminton 37,55,770 106 98 7 3,000 2,900 4,000

Saina Nehwal Badminton 20,18,280 58 53 4 7,900 1,000 2,000

Sakshi Malik Wrestling 12,49,510 290 280 9 10,000 613 7,370

Sania Mirza Tennis 1,86,80,040 161 151 8 12,500 9,200 13,200

Srikanth Kidambi Badminton 2,76,020 4 3 0.776 238 1,100 180

Sunil Chhetri Football 37,18,670 133 116 10 1,700 1,800 8,000

Manu Bhaker Shooting 93,10,600 734 700 30 2,000 310 2,000

Manika Batra Table Tennis 12,40,340 31 25 5 316 177 631

Source – GroupM ESP

 SPORTS CELEBRITY ENDORSEMENT

EXPERT VIEWS

Debraj Banerjee
DGM – Brand and
Dinesh Kumar Kotha Communications,
CEO – Ixigo Trains & Veedol Corporation Ltd.
Confirmtkt
As a brand deeply rooted in
At Confirmtkt, we see our trust and performance, we
association with sports as a recognize cricket’s
natural extension of the unparalleled ability to
journeys we enable every day.
Niraj Singhee connect with audiences
Sports bring people together, across the country. Our
fuel passion, and create
Marketing Manager,
Mars Wrigley India partnership with Sourav
unforgettable moments just Ganguly as the face of Veedol
like travel. By associating Cricket is hard-coded into our is a strategic move to harness
with sports, we’re not just DNA. Generations of Indians the sport’s massive appeal
building brand visibility; we’re have grown up watching it on while reinforcing our brand’s
becoming part of the fan TV and emulating their heroes core values. Ganguly’s
experience, ensuring that on the playground. For a brand journey—marked by
every train journey whether, like Boomer, which is centred resilience, leadership, and
to the stadium or through around bringing joy, it made excellence—perfectly aligns
the highs and lows of a perfect sense to have Jasprit with Veedol’s legacy of
season is seamless and Bumrah’s fun personality reliability and superior
memorable. playing for our team. The performance. Through this
perfect choice to deliver our association, we aim to not
message to the millions of only enhance our brand’s
fans, especially younger visibility but also create
audiences, who adore him. To meaningful engagements with
top it all, ‘Boom Boom Bumrah’ consumers, making Veedol a
as he is fondly known, already name synonymous with
sounds similar to ‘Boom Boom endurance and trust, just like
Boomer’! the sport itself.

25
KEEPING THE ENGINE
REVVING AS YOU NAVIGATE
THROUGH TIGHT CORNERS

The past decade has seen a pronounced gain in media

investments from brands on sports-related content.
This uptrend is a clear reflection of a virtuous cycle
that has propelled the ecosystem built around sports
and media to new heights. When the two come
together, it is a mutually beneficial relationship.

26
 SPORTS MEDIA SPENDS

Sports competitions gain reach through a vast and digital sports networks showed a robust growth of
engaged audience, while media houses benefit from a 25% over 2023, the total value amounting to INR 3588
high-impact addition to their programming mix. For Cr ($ 427 Mn). As the media terrain evolves, brands
brands, advertising within the context of games offers look at multi-pronged approaches for consumer
an ideal platform to connect with customers, while activation. Sports is, today, a significant part of the
fans - the engine power of the industry, are provided marketing mix for many of these businesses. The
with avenues to understand, appreciate, and engage presence of marquee competitions in the annual
with sports and related content on a deeper level. calendar, and their respective scales, play a major role
Over the years, advertising expenditure in this sector in the way brands spread out their yearly spend plan.
has followed a consistent upward trajectory, signifying
the increasing prominence of Cricket’s share of total
sports in society - especially
in the post-franchising era.
Recent years have advertising expenses was
a staggering 94%,
However, 2024 presented a seen a huge growth unquestionably dominating
challenge, as growth turned
out to be more elusive than
spurt for digital the spend pattern. Each
match played by the Indian
anticipated. The advertising advertising in sports. cricket team is invaluable to
investments for the year the industry, acting as the
highlight the need for a closer At the heart of this hub around which numerous
analysis of the factors that
were at play.
trend are the rapid commercial spokes revolve.
However, the scheduling
developments in the vagaries of the sport have led
Media expenses recorded a to a relatively lighter
figure of INR 7989 Cr ($ 951 Mn) OTT (Over-The-Top) international calendar in 2024
in 2024, closing in on the
billion-dollar mark, with an
space with platforms for Team India, with only 44
games across Tests, ODIs, and
increment of 7% over the like Hotstar, Jio T20Is - a clear decrease!
previous year. Television has
traditionally been the Cinema and Sony Liv When we factor in additional
elements, and weigh these
cornerstone of the interface
between sports and media,
ruling the roost. numbers in context, 2024
emerges as even more
and it continues to be the challenging. While the ICC
largest contributor here. TV ads on sports clocked T20 World Cup was a premier event, the year came on
total spends of INR 4396 Cr ($ 523 Mn) last year, the heels of the rather phenomenal 2023, driven by
though growth momentum was affected by the ODI World Cup which had an outlier-like impact
industry-specific headwinds. Recent years have seen a on advertising costs. Additionally, if we consider the
huge growth spurt for digital advertising in sports. At effect of us having played hosts for that event, it
the heart of this trend are the rapid developments in further elevates the hurdle rate for commercial
the OTT (Over-The-Top) space with platforms like performance in 2024. Despite these impediments, the
Hotstar, Jio Cinema and Sony Liv ruling the roost. The 22-yard game saw a 6% year-on-year growth in
Indian consumer has adapted well to technology, as is advertising spends. With a quieter cricket calendar,
evident in the healthy rate of migration to digital brands that show a proclivity for leveraging the reach
portals for various content segments – sports, and influence of sports, for marketing, tend to shift
entertainment, and others. In 2024, advertising on their outlay to other disciplines, in international and

27
SPORTS MEDIA SPENDS

domestic competitions, including club and franchise now stands poised to play a critical role in the live
events. The Paris Olympics, a sporting highlight of streaming of cricket’s three major pillars - ICC
2024, provided such organizations with an excellent tournaments, BCCI’s bilateral events, and the IPL. The
opportunity to rally around the collective cause of the collaborations with the rights holders in India’s most
nation, while engaging with supporters. This popular sport show great promise for the future of the
fragmentation of advertising budgets outside of industry. The current media rights cycles are still in
cricket, led by this quadrennial spectacle in the their early days – for all three, and we are witnessing a
French capital, bodes well for the rise of a multi-sport dynamic environment. Looking ahead, the international
nation. However, the viewership and engagement governing body for cricket has the 2025 Champions
levels of non-cricketing sports are still commensurate Trophy in its calendar, followed by a defence of the
with the early stages of development they are in, and World T20 title and another strong shot at the 50-over
they do not yet support advertising rates akin to those World Cup in the subsequent years - all under the
of the prime-time blockbuster that the No. 1 sport is. current cycle that runs till 2027. Meanwhile, BCCI’s
This gap will take time to close, resulting in a lag in line-up remains thrilling, and the IPL is expected to
media costs and a concomitant disparity between the steal the spotlight in conversations in the months of
volume and value shares of marketing spends for April and May. With these exciting developments on
Emerging Sports across TV and OTT platforms. While the horizon, we can expect the media-sports
we saw a growth of 14% over 2023 in ad spends partnership to thrive, giving a shot in the arm for the
related to these sports, the media presence of these industry in the near term.
competitions still has a long way to go on the path to
maturity. When cricket inventory in traditional and
modern media is lower than usual, brands tend to
look beyond sports, exploring other channels and
JioStar now stands
platforms, until the balance between supply and
demand is better aligned.
poised to play a critical
role in the live streaming
Sports media has seen major changes of late.
If look at 2023 through the rear-view mirror,
of cricket’s three major
one of the most notable shifts that happened then pillars - ICC tournaments,
was the separation of television and digital rights for
the IPL. While Disney Star continued to dominate BCCI’s bilateral events,
traditional TV, the OTT rights were secured by Viacom,
opening the doors of the T20 spectacle for Jio
and the IPL.
Cinema. Such moves are driven by evolving consumer
habits and the long-term growth potential seen in the
digital space. As we drive ahead to 2024, we get to
witness the much-discussed merger of these two
giants, resulting in the creation of JioStar, a
consolidated powerhouse. This merger represents a
seismic shift, signalling a new era in broadcasting.
Although the process was completed only in
November, both organizations had a view of the
imminent unification, and quite possibly, the roadmap
for future growth was already in the works. JioStar

28
 SPORTS MEDIA SPENDS

Recent years have seen a marked improvement in the Advertisers, too, could play their cards well and
quality of live sports coverage in Indian media. Market benefit from potential single-point tie-ups covering
leaders have significantly raised the bar, providing fans both TV and digital schedules. At the same time, we
with crystal-clear streaming, immersive visuals, expert can expect competitive responses from other media
analysis, and other innovation-fuelled experiences. players too, which could lead to even more innovation
These enhancements in the quality of live sports in sports broadcasting. Cricket will continue to
coverage are setting new standards for fan dominate in terms of advertising revenue, but it is vital
engagement. With the merger of the two media giants, that media networks cross-fertilize those benefits to
we can expect these trends to go on the overdrive nurture emerging sports, highlighting India's
in the coming years, offering even greater value to multi-sport legacy. Though the 2024 leg was raced on
sports fans. The combined technical expertise of these a tough track with fewer opportunities to accelerate,
entities will play a crucial role in further elevating the upcoming circuits promise to be more friendly.
the viewing experience for sports lovers. This The sporting ecosystem will be charged up and firing
consolidation brings with it, among other factors, the on all cylinders. With easier access to high-speed
possibility of an increased focus on regional content. internet, encouraging trends in penetration and usage
With investments expected in multilingual streaming, patterns of smartphones, and increasing share and
this will ensure that sports events are accessible to a adoption of connected televisions (CTVs), the macro
broader and more diverse audience across India, indicators seem favourable, and we are all set to clock
promoting nationwide consumption of content. impressive lap timings in 2025 and beyond.

29
 SPORTS MEDIA SPENDS

2023 2023 2024 2024 Growth%

(INR Cr) (USD Mn) (INR Cr) (USD Mn) 2023 to 2024

TV 4,620 557 4,396 523 -5%

Print 3.5 0.5 4.6 0.5 31%

Digital 2,870 346 3,588 427 25%

Total 7,494 903 7,989 951 7%

Cricket 7,074 852 7,509 894 6%

Emerging
Sports 420 51 479 57 14%

Total 7,494 903 7,989 951 7%

Cricket Share 94% 94%

2023 2024
Emerging Sports Share 6% 6%

Source – GroupM ESP Dollar rate for 2023 – INR 83 & for 2024 – INR 84

Key Insights:
1. Sports media spends on the verge of crossing the $ 1 Bn. mark
2. TV media spends on Sports stayed stagnant because of lesser number of matches that India played in 2024
as against 2023.
3. Digital spends went up by 25% showing a strong growth over 2023.
TV & DIGITAL DATA - IPL
TV Reach TV Ratings Search Social Online Online Facebook Twitter Instagram
(000's) (Avg) Volumes Conversations Mentions Mentions (000's) (000's) (000's)
(000's) (000's) (000's)
(Twitter (Blogs/
Only) News)

Leagues

Indian Premier 5,07,001 3.06 3,50,07,71,500 18,600 17,800 511 25,000 8,800 11,000
League

IPL Franchise

Chennai Super 3,83,553 3.87 6,51,63,520 6,600 6,400 110 13,000 10,500 16,000
Kings

Delhi Capitals 3,00,033 2.59 3,33,47,060 738 606 91 9,000 2,600 3,800

Gujarat Titans 3,06,802 2.78 2,80,53,240 523 455 45 1,700 607 2,500

Kolkata Knight 3,40,209 3.03 5,66,66,340 1,700 1,600 68 16,800 5,200 6,800
Riders

Lucknow Super 3,11,020 2.72 1,33,65,080 353 270 59 1,000 1.24 3,200
Giants

Mumbai Indians 3,39,475 3.34 8,92,54,460 2,000 1,800 94 10,000 5,200 14,000

Punjab Kings 2,92,561 2.63 1,66,03,250 722 653 46 9,000 2,900 3,000

Rajasthan Royals 2,97,854 2.79 8,25,01,690 1,500 1,400 57 5,100 2,900 4,950

Royal Challengers 3,54,100 3.75 10,10,91,270 12,600 11,900 294 9,900 7,200 15,800
Bengaluru

Sunrisers 3,32,446 3.05 8,39,53,830 2,000 1,900 60 6,500 3,200 4,900

Hyderabad

Source – GroupM ESP Source: BARC

Period: 1st Jan - 31st Dec 2024
TG: 2+U+R-TV+OOH
TV & DIGITAL DATA - WPL
TV Reach TV Ratings Search Social Online Online Facebook Twitter Instagram
(000's) (Avg) Volumes Conversations Mentions Mentions (000's) (000's) (000's)
(000's) (000's) (000's)
(Twitter (Blogs/
Only) News)

Leagues

Women's Premier 1,09,344 0.49 15,73,570 496 470 18 222 64 422

League

WPL Franchise

Delhi Capitals 76,164 0.52 5,10,670 39 27 8 1,490 1,200 999

Gujarat Giants 64,373 0.43 70,100 14 6 7 999 1,008 700

Mumbai Indians 68,164 0.47 30,540 50 40 7 1,900 1,500 1,200

Royal Challengers 80,888 0.6 6,13,650 6,400 6,100 158 1,800 1,400 1,000
Bengaluru

UP Warriorz 60,533 0.41 5,40,770 43 34 7 1,200 1,000 950

Source – GroupM ESP Source: BARC

Period: 1st Jan - 31st Dec 2024
TG: 2+U+R-TV+OOH
TV & DIGITAL DATA - ISL
TV Reach TV Ratings Search Social Online Online Facebook Twitter Instagram
(000's) (Avg) Volumes Conversations Mentions Mentions (000's) (000's) (000's)
(000's) (000's) (000's)
(Twitter (Blogs/
Only) News)

Leagues

Indian Super 89,916 0.1 2,41,78,820 521 442 38 4,600 2,500 2,000
League

ISL Franchise

Bengaluru FC 31,503 0.11 45,51,570 108 94 9 1,200 990 500

Chennaiyin FC 28,919 0.08 40,48,000 82 72 8 990 800 400

East Bengal FC 26,963 0.1 1,10,20,130 131 119 8 1,400 1,200 600

FC Goa 28,614 0.1 24,76,730 50 36 9 1,200 1,000 500

Hyderabad FC 25,662 0.08 8,81,150 31 21 6 800 600 300

Jamshedpur FC 25,739 0.09 42,01,010 29 19 7 700 500 200

Kerala Blasters FC 33,226 0.18 2,25,68,910 197 178 9 3,800 3,000 3,600

Mohun Bagan 28,054 0.11 50,05,500 157 139 10 1,500 1,200 600
Super Giant

Mumbai City FC 29,372 0.09 25,24,930 55 51 0.618 1,450 1,200 600

NorthEast United 28,888 0.0 21,34,200 38 30 6 990 800 400

FC

Odisha PC 26,554 0.09 17,56,060 56 43 9 800 600 300

Punjab FC 23,764 0.09 11,49,170 32 23 7 700 500 200

Mohammedan SC 27,482 0.1 32,43,520 25 19 4 600 400 200

Source – GroupM ESP Source: BARC

Period: 1st Jan - 31st Dec 2024
TG: 2+U+R-TV+OOH
TV & DIGITAL DATA - PKL
TV Reach TV Ratings Search Social Online Online Facebook Twitter Instagram
(000's) (Avg) Volumes Conversations Mentions Mentions (000's) (000's) (000's)
(000's) (000's) (000's)
(Twitter (Blogs/
Only) News)

Leagues

Pro Kabaddi 2,00,709 0.67 14,74,00,830 282 220 19 1,500 1,200 1,000
League

PKL Franchise

Bengal Warriorz 90,635 0.65 1,590 11 5 3 727 173 209

Bengaluru Bulls 95,624 0.75 59,67,430 66 56 5 1,000 228 853

Dabang Delhi K.C. 91,100 0.65 5,02,040 19 8 7 899 78 214

Gujarat Giants 86,382 0.59 2,100 38 20 15 407 49 254

Haryana Steelers 96,907 0.67 44,64,570 27 16 6 376 38 349

Jaipur Pink 92,576 0.6 42,68,580 24 14 6 712 149 340

Panthers

Patna Pirates 95,412 0.67 45,46,940 29 17 6 633 587 366

Puneri Paltan 90,647 0.67 59,38,310 30 18 7 835 123 487

Tamil Thalaivas 92,911 0.67 60,81,880 66 55 5 348 105 502

Telugu Titans 1,02,975 0.8 71,24,200 62 52 4 473 160 355

U Mumba 85,119 0.61 37,87,390 26 15 6 1,000 139 309

UP Yoddhas 96,392 0.65 30,85,460 14 8 4 397 42 238

Source – GroupM ESP Source: BARC

Period: 1st Jan - 31st Dec 2024
TG: 2+U+R-TV+OOH
 SPORTS MEDIA SPENDS

EXPERT VIEWS

Sandeep Gurumurthi
Sanjog Gupta
Group Head: Communication &
CEO, Sports, Jiostar
Brand, Aditya Birla Group
The Indian sports landscape is on the
India has emphatically arrived on the
cusp of a transformational era, driven by
global sporting stage, with multiple
rapidly evolving consumers, technological
engines of growth powering its sports
advancements and significant gaps in the
economy. From premier leagues to
models of commercialization. At JioStar,
emerging properties, innovation
we are committed to the mission of
abounds—in formats, engagement,
building a robust sports ecosystem with
and monetisation. Sponsorship is no
fans and fandom at the heart of it.
longer just about visibility and logo
Our goal is to offer fans inclusive, placements. It has become a
intuitive, interactive and immersive platform for deeper storytelling and
sports experiences while continuing to meaningful engagement.
scale the aggregative, appointment-based
Storied conglomerates like the Aditya
facets of live sports viewing. We are
Birla Group are now leveraging sport as
deeply excited about the infinite
a strategic vehicle to drive purpose-led
possibilities that next-gen technology
narratives, shaping culture and change.
can enable in spheres of wider and
Because ultimately, sport is a force
deeper fan engagement. This would also
for good.
open newer avenues and deeper
pathways for brands to engage with fans,
further enhancing the unique value in
associations with Sports.

As we shape this new era, JioStar hopes

that its sustained efforts will power
India's march towards becoming a global
sporting powerhouse.

35
EMOTIONAL CURRENCY
CIRCULATES THROUGH
THE GAME AS FANS CARRY
THE BATON

Subhamoy Das
National Director, GroupM ESP

The dynamics of the sports industry are usually reflected in

numbers. Sponsorships, athlete endorsements, and advertising
expenses collectively propel the sector to greater heights, driving
its evolution towards a more mature ecosystem. Several factors
shape this trajectory, from macro-level forces like socio-cultural
shifts, economic trends, and technological advancements, to
distinct field-specific commercial dynamics.

At its core, any industry thrives on positive consumer sentiment, and sports is no exception. Fans are
the backbone of this domain; their knowledge, emotions, and passion for the games form its very
foundation. Grasping the archetypal Indian fan's mindset is crucial for revenue engines like sponsors,
advertisers, and broadcasters. Spectator involvement extends beyond mere viewership; it offers
psychological and community-driven benefits that are self-defining in nature, leading to varying
levels of affinity among the enthusiasts. Fan involvement manifests across multiple dimensions -
through the sport they love, the competitions they follow, and the teams or athletes they admire.
With advancements in technology and research methodologies, businesses now have sophisticated
tools to capture consumer insights, particularly in the digital space. This helps in providing valuable
perspectives on what enthusiastic audience groups think, discuss, and engage with, thereby helping
brands and stakeholders tailor their strategies to connect more effectively with them. Let us explore
the underlying dynamics of 2024 that are influencing the trends in the market.

Big Data Analysis of related conversations reveals that emotions play a key role in how we connect
with the games, beyond just performance metrics. Fan banter, debates and deliberations lead the
chorus of voices, closely followed by content that celebrates individual players.

36
 SOCIAL CONVERSATIONS

31% Overall Analysis of Sports Themes in 2024

25%

13% 12%
8%
4% 3% 2% 1%
Fan Reactions Player Competitive Player Performance Emotional Cultural Celebrations Community
and Recognition and Dynamics Relationship and Engagement Impact and and Notable Engagement
Interactions Appreciation Achievement Criticism Moments

Source: [Link]

This is reflected by 31% of themes around fan reactions emotional and cultural themes, highlighting how sports
and interactions, followed by player recognition and continue to serve as a powerful lens through which
appreciation. society processes broader narratives and shared
experiences. Notably, nearly three-fourths of all online
This reinforces the notion that, fundamentally, sports fan talk centres around cricket, a figure that aligns
in India remains a people-centric phenomenon. A closely with the share of sponsorship spending.
considerable number of these exchanges hinge on

Conversation around Top 5 Sports in India in 2024: Split by Sports

Cricket Football Chess Badminton Kabaddi

74.70% 12.62% 8.38% 3.43% 0.87%

Source: [Link]

This dominance is more pronounced in athlete 22-yard centrepiece, conversations peak during prestigious
endorsements, where the biggest stars transcend the competitions, with the IPL top-scoring, followed by the T20
game to become societal icons. The trend extends even World Cup. Close to 44% of cricket-related threads
further in media expenses, where concurrent viewing focussed on major events, while discussions on player
drives advertiser confidence to staggering levels, with performances, covering icons like Virat Kohli and rising
cricket’s contribution soaring into the nineties. Within the stars alike, formed the second biggest segment.

44% Overall Themes of Cricket Discussions

28%
23%
12%
2% 1%
Major Women's Player Rivalries and Team Dynamics Fan and Cultural
Tournaments and Cricket Performance Competition and Reactions
Competitions and Critiques Performance

Source: [Link]

37
SOCIAL CONVERSATIONS

After the No. 1 sport, there is daylight before the next – disappointment over missed medal opportunities.
football comes in as a distant second in terms of Chess gained remarkable traction, especially in the
digital rumble. Unlike the leader, however, no single latter half of the year, as D. Gukesh’s FIDE World
competition dominates the verbal passes. Instead, the Championship victory sparked a wave of national
involvement is spread across global events like the pride. Kabaddi, meanwhile, saw fan participation
FIFA World Cup and European leagues, to add to the anchored in the Pro Kabaddi League (PKL) and the
home-grown ISL. The types of discussions hint at a Indian national team.
more nuanced but demographically concentrated
following for football. Among other disciplines, Indian If we analyse the conversation data through the lens of
badminton generated significant online buzz, major events, the IPL dominated at the wicket, clearing
particularly around players like Lakshya Sen and the the boundary with elan. The two-month T20 spectacle
Satwik-Chirag duo. The interactions reflected a mix of accounted for 56% of the total online sports chatter,
admiration for their performances and a touch of maintaining high engagement levels right through.

Sporting Event Coversations: Split by Top Events in 2024

IPL Olympics T20 World Cup 2024

56.65% 24.46% 15.17%

WPL Pro Kabaddi League

3.24% 3.24%
Source: [Link]

The buzz intensified around marquee rivalries, such as captain, which led to heated debates and repartee
Mumbai Indians (MI) vs. Chennai Super Kings (CSK), exchanges. Player-centric humour was also a recurring
while controversies and key moments fuelled even theme, with none more prominent than the
more impulsive reactions. One such flashpoint was now-iconic ‘Thala for a reason’ trend, a testament to
Hardik Pandya’s return to MI and his appointment as the enduring adoration for the legendary MS Dhoni.

Overall Themes of Cricket Discussions

27%

19% 18%
16%

6% 5% 5% 4%

Controversial Player Player-centric Significant Team Rivairies Fan Future Auction

Performance Humor Matches Engagement Predictions Strategies

Source: [Link]

38
 SOCIAL CONVERSATIONS

Trailing behind this T20 extravaganza in terms of scale silver medal behind the IPL in the race for the loyal
of engagement was the Paris Olympics, capturing Indian supporter’s heart. This underscores the acumen
around 24% of the total fan voice. With medal hopes of Indian fans, for whom the Olympics carried immense
pinned on disciplines like shooting, wrestling, javelin, national pride. That said, when Team India clinched the
and badminton, the pre-event hype reflected an T20 World Cup in style, it felt like a collective victory,
unusually deep technical appreciation, something one celebrated not just by the players on the field but
typically reserved for cricket at scale and football by an entire nation. The overarching narratives on the
among aficionados. As the Games unfolded, the tournament were rooted in emotional outbursts and
victories of athletes like Manu Bhaker and Neeraj Chopra jubilant celebrations, while flow of opinions on team
ignited national fervour, while controversies in wrestling selection, player performances, and game-defining
further heightened the emotions. At the same time, moments ensured that cricket remained the hub of
debates around the perceived lack of systemic support high-quality conversations. Beyond the big three events
for athletes in Emerging Sports gained momentum, - the IPL, Paris 2024, and the ICC T20 World Cup, it was
especially as India narrowly missed out on podium pleasing to see two other franchise leagues carving out
finishes on multiple occasions. The Olympic Games, spaces for themselves. The WPL continues to show
with a higher discussion volume, edged out the ICC T20 promising growth in its early days, while the PKL retains
World Cup, for what one could call the metaphorical a loyal following, holding its own in the ecosystem.

Sportsperson Coversations: Split by Top Athletes in 2024

Rohit Sharma Virat Kohli Hardik Pandya Jasprit Bumrah

36.24% 32.50% 5.55% 5.15%

Neeraj Chopra Manu Bhaker Vinesh Phogat Lakshya Sen

3.32% 2.31% 0.87% 0.85%

PV Sindhu Gukesh Dommaraju

0.33% 0.32%
Source: [Link]

India deeply cherishes its popular stars, and the all athlete-related discussions in 2024. Rohit soared in
adulation for our athletes bestows immense influence popularity after leading us to the T20 World Cup
on sporting celebrities. With cricket reigning supreme victory in July, but he also faced some tough playing
across large sections of the population, it comes as no conditions towards the year-end as fan scrutiny
surprise that the game’s biggest icons are among the intensified following India’s struggles in the Test series
country’s most talked-about figures. At the top of the against Australia and New Zealand. While supporter
line-up is the ‘Ro-Ko’ power pair - Rohit Sharma and groups traded quips over the matter, Virat Kohli
Virat Kohli together accounted for over two-thirds of remained a constant presence in the discourses, with

39
SOCIAL CONVERSATIONS

debates around his greatness and comparisons with process of building vocal supporter bases.
generational talents keeping his name at the focal The Indian sports industry is expanding rapidly, as
point of fan conversations. Beyond the big two, Jasprit evinced in the data from recent years. Increased media
Bumrah’s stellar performances, particularly in the penetration and improved streaming technologies have
second half of the year, and Hardik Pandya’s transformed the way we consume content,
rollercoaster season, earned them spots among the empowering the viewers like never before. From the
trending sportspersons. Outside cricket, wrestler print and radio era to the post-television boom, fan
Vinesh Phogat emerged as the most widely mentioned engagement has come a long way. Indian sports
athlete. Her gut-wrenching disqualification at the Paris followers of today are highly opinionated and
Olympics, when she was on the brink of a medal win, emotionally invested, finding expression through the
triggered an outpouring of sympathy and support from digital revolution and social media platforms like
an anguished nation. Her wrestling performances, YouTube, X (Twitter), Quora, Reddit, Instagram, and
coupled with off-field controversies, placed her at a Facebook. No longer mere observers, they shape
distant third behind Rohit and Virat in overall fan narratives and amplify their passions without
chatter. Among other prominent names - Neeraj constraints. For many, allegiance for sporting sides
Chopra, Manu Bhaker, Lakshya Sen, PV Sindhu, and D. provide an escape from life’s rigours, while for others,
Gukesh captured the nation’s imagination, each leaving it is an extension of their identity. Their spirits rise and
a distinct imprint in our minds. On the franchise front, fall with their favourites on the field, reinforcing their
Virat Kohli’s Royal Challengers Bengaluru (RCB) and MS deep connection with the game they love. Ultimately, if
Dhoni’s Chennai Super Kings (CSK) topped the charts. we have a self-sustaining sports industry in India, it is
The celebrated legacies of these superstars continue because of the fans who power its ecosystem. They
to fuel passionate debates and resolute support for are willing to pay for content, experiences,
their teams. In the ISL, one club stood far above the merchandise, and more, making them the most
rest in the context of online fan voice - Mohun Bagan valuable pillars in the business. As the sector grows,
Super Giant! With a rich history and deep-rooted brands must stay attuned to the public sentiment,
legacy in Indian football, the Kolkata-based team since right insights lead to right business decisions,
remains the OG, while other ISL teams are still in the ensuring sustained success in this dynamic space.

40
JIOSTAR DEBUTS AT THE IPL:
THE POWERPLAY PARTNERSHIP IN
BROADCAST AND ADVERTISING

Ashwin Padmanabhan
Chief Operating Officer, GroupM South Asia

The Indian Premier League (IPL) has This union is not merely another corporate maneuver;
it heralds a paradigm shift in the way this elite league
long transcended the role of a will be aired, consumed, and monetised. The colossus
cricket competition, having grown steps onto the field not just as a broadcaster, but as
a metamorphic force, promising to overhaul the
into a cultural phenomenon that manner in which fans get involved with the IPL and
unites millions across the country the way brands connect with them. With an ambitious
vision to capture a billion viewers across television
and beyond, blending high-octane and digital platforms, it aims to push IPL’s already
sports with blockbuster staggering reach to unprecedented heights. The
numbers from the 2024 edition tell a compelling
entertainment. As the eighteenth story: 525 Mn users tuned in through traditional TV,
edition of the T20 spectacle beckons, while 425 Mn engaged using mobile devices,
highlighting the ever-increasing appetite for cricket
the stage is set for a monumental content in the Sporting Nation. This year, armed with
upheaval with the arrival of JioStar, the combined might of Jio's digital prowess and Star's
time-tested broadcasting infrastructure, JioStar is set
the newly formed media monolith on surpassing these figures. The goal is clear: to
sculpted from the merger of harness the strengths of both platforms, the mass
appeal of linear TV and the pinpointed nature of
Reliance Industries and the Indian online streaming, to create an immersive and
assets of the Walt Disney Company. enriching experience!

41
JIOSTAR DEBUTS AT THE IPL

Digital medium, once poised to capitalize on this pattern, aligning reach with
customized engagement, ensuring that IPL 2025 is not
seen as a singular block, only watched but also becomes a sensory dive in a way
that aligns with new-age media consumption habits.
is now evolving, moving
from an era dominated As the digital imprint on the IPL grows stronger,
television is not stepping aside; instead, it is levelling
by platforms. up! With OTT services and CTVs in the mix, the legacy
medium is embracing a bold new playbook. Globally,
streaming platforms account for 26% share of TV ad
With this epoch-making development, IPL’s advertising spending, while India trails significantly at 13% - a figure
model stands at the forefront of a sweeping digital that is set to rise as internet penetration expands and
recalibration. Over the years, television has dominated we gravitate progressively towards content that is
the branding turf, offering unmatched reach and available on request. This switch is prompting
visibility. However, the tides are shifting, with retail broadcasters to rethink enduring buying configurations.
media networks, powered by data and Approaches like Free Commercial Time (FCT), once the
transaction-driven insights, taking centre-stage by standard, and Cost Per Mille (CPM), are making way for
balancing performance with brand equity metrics. new structures that integrate result-dependent pricing
Digital medium, once seen as a singular block, is now into the framework. Media houses are enhancing their
evolving, moving from an era dominated by platforms offerings with advanced targeting, dynamic ad formats,
like Facebook and Instagram to one rooted in such and real-time measurement tools, empowering
commerce-oriented details. This evolution is evident in advertisers to effectively engage the right demographic
the growing prominence of Connected TVs (CTV) and and psychographic profiles, while maximising returns
specialized shows. These avenues allow advertisers to on their spending. For brands that are seeking to
ride the premiumisation wave in India, by giving them leverage the IPL goldmine, this means that ads are no
access to affluent and gadget-savvy cohorts whose longer mere interludes between the overs of a
affinity for conventional linear television continues to high-voltage contest on the field. They fulfil the role of
wane. CTV, in particular, bridges the gap between data-driven touchpoints designed to influence and
classic large-screen appeal and the targeting precision convert viewers, optimising the interplay between
of the latest technology, enabling brands to serve highly traditional reach and digital sophistication.
contextual and interactive ad units during live matches.
For industries like real estate and the automotive Even as the debate between free services and paywalls
sector, the ability to deploy location-based zeroing in does the rounds, this year’s IPL will mark a watershed
tactics, focusing on city-specific prospective turning point, with the merging of no-cost streaming
customers, helps in planning and executing highly and subscription-based models - a balance that JioStar
efficient campaigns by tracking and improving is pioneering through its dual-track approach. By
conversion rates. That being established, the evolution offering extensive unpaid watch time to attract mass
extends beyond how marketers forge contacts with audiences, alongside a paid-access tier for
audiences; it is also evinced in how consumers watch uninterrupted cricket-related content, it aims to gain
content these days. High-impact shows like Shark Tank both reach and revenue. This strategy, assessed during
and MasterChef are migrating exclusively to digital the Champions Trophy where India’s key matchups such
channels, sending a clear signal - the future of as the Pakistan clash and the knockout games
premium programming is on-demand and online. This shattered digital eyeball records, proved the value of
undeniable reality must be acknowledged! JioStar is amalgamating accessibility with exclusivity. This shift

42
 JIOSTAR DEBUTS AT THE IPL

compels marketers to pivot their course of action. Free

streams create high-impact, mass-reach ad slots, ideal
for driving awareness, while access-based content
provides performance-oriented, hyper-targeted
campaign options. Brands can deliver tailored,
interactive ads to paying viewers, capitalizing on fan
engagement without disrupting the experience. This
reimagines IPL media from a one-size-fits-all approach
into an agile, segmented strategy that boosts both the
power of messaging and business outcomes.

The convergence of commerce, content, and streaming

is redefining the domain of sports coverage and
advertising, with the foremost cricket league playing a
central role. As the internet-enabled ecosystem
evolves, the fusion of traditional and modern media,
fuelled by leading-edge analytics and insights, will be a
guiding force in the sector. JioStar's expertise, coupled
with the towering presence of the IPL, marks a
transformative phase, where hybrid monetization
models and breakthrough targeting will offer new
pathways for reaching consumers in a personalised and
meaningful manner. By seamlessly mixing television’s
unparalleled spread with OTT’s granularity and
interactivity, JioStar is reshaping how brands build a
rapport with IPL’s vast and diverse fanbase. Through
this integrated plan of action, they can stay ahead of
the curve, ensuring that their communication resonates
with an ever-growing number of technologically
proficient users. For businesses, the 2025 season is
more than just an unmissable branding opportunity; it
represents a blueprint for the future of sports
advertising. JioStar is more than just a broadcaster; it is
a catalyst for a new era where scale meets precision,
making this cricket bonanza a marketing playground like
never before.

JioStar is reshaping
how brands build a
rapport with IPL’s vast
and diverse fanbase.

43
LOOKING BACK,
LOOKING
FORWARD
This annual report, now in its twelfth
edition, showcases the high-impact
growth of India’s sports industry.
Over the years, we have mapped the
progression of this sector, and these
years have stood out as a defining
period, marked by extraordinary
upsides and an inextricable
integration of competitive games into
our cultural and social environment.

44
 LOOKING BACK, LOOKING FORWARD

The scale of progress has been striking, and the but is becoming a hallmark across the sporting spectrum
improved on-field performances by our athletes have in the country. As we reflect on this game-changing
been backed by the growing sophistication in the journey, it is evident that the Indian industry stands on
management of sports as a business. Cricket has been the precipice of even greater accomplishments, with
the dominant force, guiding the direction of the clear pathways for continued growth in the future.
industry’s commercial evolution. Yet, several other
disciplines have steadily established their own footholds, The Paris Olympics illustrated the inherent
contributing to a more flexible and well-rounded multidisciplinary potential in India. When the men’s
ecosystem. The industry has scaled at a fair clip to hockey team clinched the Bronze in 2021 at the Tokyo
reach INR 16633 Cr ($ 1980 Mn) in 2024, a validation of Games, it ended a 41-year medal drought – in a sport
the robustness of the system and the adaptability that had won us eight Golds at the world’s grandest
demonstrated by the stakeholders. Purely from the arena. Paris reaffirmed that Tokyo was no anomaly, as
standpoint of competitive performance, this decade has the team replicated their Bronze medal feat, signalling
witnessed India’s emergence on the global circuit, with a resurgence and the promise of even brighter days
our athletes making their mark on international stages ahead. In a similar vein, Neeraj Chopra has redefined
across multiple disciplines. The country has also the narrative around Indian athletics. His back-to-back
invested in infrastructure for nurturing future talent to Olympic medals, starting with the top honour in Tokyo
strengthen the foundations for widespread participation. and followed by another podium finish in Paris, to go
Of late, Indian athletes have consistently reached with two World Championship medals that included a
milestones that were hitherto perceived to be beyond historic Gold, have shattered long-held notions about
the realms of possibility for our nation. The victories India’s limitations in Track and Field. Chopra now stands
in newer disciplines drive home the fact that as a symbol of consistency and excellence, carrying
excellence is no longer confined to a select few areas; the nation’s athletic ambitions on the global stage.

Purely from the

standpoint of
competitive
performance, this
decade has
witnessed India’s
emergence on the
global circuit, with
our athletes making
their mark on
international stages
across multiple
disciplines.

45
LOOKING BACK, LOOKING FORWARD

Shuttling to badminton, the sport has cemented its

place among India’s premier athletic pursuits in the
Emerging sports are now
recent past. While PV Sindhu and Saina Nehwal had offering opportunities for
already etched their names into Olympic history, Paris
saw Indian shuttlers put up a gallant show, though we young athletes across
narrowly missed out on the ‘Lakshya’ of a medal, in
men’s singles. The spirited rallying by our team has
the length and breadth
brought to light the growing depth of talent in India, of the country, reflecting
and hints at bright prospects for 2025. Our overall tally
of six podium finishes in Paris may not fully capture a movement towards a
the extent of progress we have made as a Sporting
Nation, but the fact that our athletes were genuine
more inclusive sporting
medal contenders in a few other disciplines, points to ecosystem.
a definitive uptrend. It now feels like a certainty that
we will soon break past the elusive double-digit medal are inspiring a new generation of girls in India to
count at the quadrennial fiesta. ‘How emphatically’ is dream bigger and aim higher. In franchise cricket, the
the only question that needs pondering over! WPL is rapidly gaining momentum, adding yet another
layer to our evolving sports landscape. Stars like
While cricket continues to set the pace for the Smriti Mandhana and Harmanpreet Kaur are becoming
business aspect of India’s sports industry, its success household names, playing pivotal roles in solidifying
is creating a positive ripple effect across other the commercial aspect of women’s cricket. The rising
disciplines. The ISL and the PKL have already graph of this league denotes a clear drift towards a
embraced the franchising framework popularised by more inclusive industry in India.
the nation’s top draw game, and the model is poised
to gain further traction, broadening the industry’s A sporting culture is embedding itself into the core of
growth horizon. Emerging sports are now offering the nation, driven by a huge surge in fitness
opportunities for young athletes across the length and consciousness and a rising inclination towards active
breadth of the country, reflecting a movement lifestyles. Distance running has been growing at a
towards a more inclusive sporting ecosystem. A strong sprinter’s pace, with increased participation and
focus on infrastructure and grassroots development burgeoning corporate backing, indicative of this
has been instrumental in enabling athletes from far-reaching shift. Marathons and city runs draw
different regions to chart new paths, expanding the thousands these days - they are viewed as mainstream
nation’s talent pipeline like never before. One of the celebrations of health and endurance, not niche events
most inspiring narratives of 2024 has been the rise of any longer! Moving to the Pickleball court, one of the
India’s female athletes who continue to break barriers. most intriguing success stories of the year has been
Manu Bhaker embodied this spirit at the Paris the rise of this participative sport. It has the perfect
Olympics, making history as the first Indian athlete in recipe where social connection, fitness, and leisure
over a century to win two medals at a single edition of blend together, creating a zesty mix that keeps
the Games. She joins an illustrious assemblage of enthusiasts coming back for more. Its simple rules and
trailblazers like Sania Mirza, Mary Kom, Saikhom accessibility have made it appealing across age groups,
Mirabai Chanu, and Lovlina Borgohain, alongside the while celebrity influencers have added the right flavour
previously mentioned icons in women’s badminton - by playing a crucial role in expanding its reach. With
all of whom have left indelible impressions on their the anticipated rise in activity levels post the adoption
respective sports in the country. Their achievements of the franchise model, Pickleball is set to augment its

46
 LOOKING BACK, LOOKING FORWARD

range of shots in 2025 by cutting across demographic A lighter cricket calendar opened the doors for brands
and geographic clusters. The rising trend in favour of to diversify their investments, leading to increased
such recreation-oriented activities is expected to interest in other disciplines. This shift reveals a growing
energize the business of manufacturing and retailing of corporate appetite for broader engagement, potentially
sports goods. This, in turn, would pave the way for new accelerating the rise of these sports through mutually
opportunities for brands. On the indigenous sports beneficial collaborations. Also, spurred by the
front, if the successful raids made by the PKL have put monumental media integration of 2024, a unified front
the spotlight on the value generation opportunities in is now steering the Indian ecosystem into a new era of
homegrown games, Kho Kho now appears ready to positive change marked by rising advertiser
follow suit, buoyed by growing public and private enthusiasm. Simultaneously, the digital transformation
sector backing. Adding to the excitement, the revival of of fan engagement continues to gather pace, enhancing
the Hockey India League has rekindled enthusiasm stakeholder confidence and reconfiguring the way
among fans - truly a promising new chapter for Indian audiences connect with sports. From immersive content
supporters. While cricket continues to take most of the to interactive platforms, the online space is bridging the
strike in the business of sports, commanding a lion’s gap between fans and their favourite sports more than
share of revenues, the evolving construct promises a ever before. At the grassroots level, initiatives like the
more balanced playing field ahead. As an increasing Khelo India Youth Games are fortifying our foundations
number of events contribute meaningfully to an in the sector, nurturing up-and-coming talent with an
ever-flourishing and multifarious athletic narrative, the eye on the future. As elite events catalyse growth at
future points to an environment where talent, teamwork, the top, youth-centric efforts are ensuring that the
and triumph are celebrated across disciplines. country’s sporting legacy grows stronger, creating a
more resilient industry network for the years ahead.
2024 marked a year of consolidation for the Indian
sports industry, setting the stage for a forthcoming wave
of growth across cricket as well as emerging disciplines.
In the game of willow-wielders, the year saw the start of
new sponsorship cycles for the IPL and ICC events, laying
the groundwork for sustained growth. The changes are
expected to come to fruition in 2025 and the succeeding
years, with expectations of stronger fill rates, higher
brand satisfaction, and increased ticket sizes, driven
by the global governing body’s streamlined approach
to partnership development. Emerging sports received
significant corporate support in 2024, adding lustre to
India’s impressive performance at the Paris Olympics.

Hockey India League has

rekindled enthusiasm
among fans - truly a
promising new chapter
for Indian supporters.

47
BUILDING A LEGACY

Overall % Team % Franchise % % Media %

Year Endorsement
in INR Cr Growth Sponsorship Growth Fee Growth Growth Spends Growth

2008 2,423 0 426 0 284 0 126 0 1,150 0

2009 2,726 13% 420 2% 284 0% 127 1% 1,450 26%

2010 4,037 48% 1,043 2% 284 0% 254 100% 2,000 38%

2011 5,314 32% 705 59% 618 118% 267 5% 3,000 50%

2012 4,405 -17% 712 -8% 481 -22% 293 10% 2,250 -25%

2013 4,381 -1% 759 -30% 527 10% 382 30% 2,250 0%

2014 4,617 5% 795 6% 482 -9% 328 -14% 2,518 12%

2015 5,363 16% 1,030 13% 541 12% 416 27% 2,817 12%

2016 6,400 19% 1,166 25% 548 1% 476 14% 3,511 25%

2017 7,300 14% 1,337 17% 684 25% 395 -17% 4,065 16%

2018 7,762 6% 1,603 9% 353 -48% 482 22% 4,432 9%

2019 9,109 17% 2,006 5% 400 13% 537 11% 5,232 18%

2020 5,894 -35% 850 -31% 177 -56% 564 5% 3,657 -30%

2021 9,530 62% 1,748 40% 236 33% 625 11% 6,018 65%

2022 14,209 49% 2,953 45% 1,644 597% 749 20% 7,553 26%

2023 15,766 11% 3,117 22% 2,628 60% 927 24% 7,494 -1%

2024 16,633 6% 3,046 5% 2,694 3% 1,224 32% 7,989 7%

Source – GroupM ESP

BUILDING A LEGACY

INR USD
Overall Team Franchise Media
Year Conversion On Ground Endorsement
in USD Mn Sponsorship Fee Spends
Rate

2008 43 564 99 66 66 29 267

2009 48 568 88 59 59 26 302

2010 46 878 227 62 62 55 435

2011 47 1,131 150 131 131 57 638

2012 53 831 134 91 91 55 425

2013 59 743 128 89 89 65 381

2014 61 757 130 79 79 54 413

2015 65 825 159 83 83 64 433

2016 68 941 171 81 81 70 516

2017 66 1,106 203 104 104 60 616

2018 68 1,141 236 52 52 71 652

2019 70 1,301 287 57 57 77 747

2020 74 796 115 24 24 76 494

2021 74 1,288 236 32 32 85 813

2022 79 1,799 374 208 208 95 956

2023 83 1,900 376 317 317 112 903

2024 84 1,980 363 321 321 146 951

Key Insights:
1. From the time IPL begun (start of Sporting Nation in the making), it took a decade to cross the $ 1 Bn mark,
the 2nd Billion Dollar mark was achieved in 7 years – despite COVID-19 shrinking the business in between!
2. Indian Sports Business has been growing at a healthy 13% CAGR over the last 17 years!

Source – GroupM ESP

THE LAST WORD

Prasanth Kumar
CEO - GroupM South Asia

Since 2014, the year we first brought

you this report, the Indian Sports
Industry has been on an upward curve,
establishing itself as a high-growth
sector with a structured and robust
ecosystem. Over this period, the
creation of new properties has opened
new vistas, unlocking commercial
potential while providing a stage for
emerging talent. Revenue streams
have become more nuanced, with
sponsorships extending beyond logo
placements into strategic brand
partnerships, athlete endorsements
now driven by a mix of performance
and personality, and media
investments adapting to a rapidly
shifting environment shaped by the
digital onrush.

50
 THE LAST WORD

Today, leading events in India are professionally tightened further with India’s T20 World Cup triumph,
managed, integrating best practices to streamline the our first ICC trophy in 11 years. The victory was more
operations and take the execution up a notch. In the than just a momentous reclaiming of silverware; it had
backdrop of these advancements, we should cognize healed a hurting nation after the ‘so near, yet so far’
that true progress lies in achieving the right balance, campaign at the 2023 ODI World Cup. Meanwhile, at the
ensuring that business gains and the development of Paris Olympics, India returned with six podium
sports go hand in hand. Along with the financial path, it positions, with Neeraj Chopra adding a Silver to his
is important to enhance participation by nurturing javelin Gold from Tokyo, while our athletes secured five
athletes and developing infrastructure. The games are Bronze medals at the Games. Beyond these memorable
as much about the moments that unfold on the field as wins, our valiant battles across events told a story of
they are about the emotions they stir in those who glory that narrowly eluded us. Among those who came
watch and play. As competitions and mass engagement agonizingly close was Lakshya Sen, whose historic
levels intensify, the entire system gets stronger, setting semi-final run in men’s badminton saw him finish
solid groundwork for the future. The interplay across fourth, underscoring India’s rising stature in the sport.
the sports value chain has played a crucial role in Also, Mirabai Chanu narrowly missed a weightlifting
shaping India’s global standing in the field. Its medal, and her performance reinforced our growing
overarching impact goes past economic investments, strength in the discipline. Including these two, Indian
guiding the evolution of the domain itself. athletes finished fourth in six events, highlighting the
hunger for success on the global stage. While this
In 2024, the Indian sports industry reached INR 16633 Cr groundswell was unprecedented, it also carried a sense
($ 1980 Mn), propelled by two distinct engines - cricket, of unfinished business - an acknowledgment that India
with 85% share of the market, and Emerging Sports, is on the brink of something greater! That change in
which contributed to the rest. While the former remains mindset speaks volumes about the blossoming legacy
the commercial stronghold, delivering a big slice of the of the Sporting Nation. There was a time when being
returns, the latter have been making significant inroads part of the world's biggest multidisciplinary event was a
on the back of rising fan involvement and increasing cherished achievement in itself. Now, the bar for that
stakeholder interest. Cricket’s bond with the nation ambition has been raised - from Olympian to Olympic

51
THE LAST WORD

Champion, from participation to winning! India no longer The trends in Indian sports point to long-term growth
seeks to merely compete at the international level; we aided by years of purposeful expansion. A key driver of
are determined to assert ourselves among the elite, not this uptick is the confidence shown by brand partners,
just taking part but claiming our place at the top. whose continued support strengthens the ecosystem.
As sponsorship and media strategies evolve, digitisation
Sponsorships, endorsements, and media investments is sharpening the focus on brand payoffs, with
collectively grew by 6% in 2024, following a more technological leaps in targetability and measurability
measured path. Yet, beneath the surface, cricket enabling precise engagement. In an industry powered
witnessed structural consolidation, while Emerging by passion, commercial victories must align with
Sports displayed increasing optimism for the long athletic excellence. The true measure of breakthroughs
haul. Balancing immediate traction with sustained is not restricted to podium finishes and is manifested
progress is essential in a burgeoning ecosystem. in the extent to which sports could permeate everyday
High-profile sponsorships and record-breaking media life. A flourishing legacy is built not just on moments of
deals in mainstream events create momentum, but triumph but also on a culture that filters through every
expanding the interests outside traditional bastions is level of society, encouraging grassroots participation.
just as crucial. Coupled with greater corporate While champions inspire the fans, their greatest
involvement in athlete development, this will create a influence is rooted in the growing number of people
cascading impact across disciplines. The challenge for who see physical pursuits as integral to their routines.
stakeholders is to capture the opportunities of the The real success of Indian sports lies in the extent to
present while gearing up for the demands of the which this motivation turns into action, whether it is by
future. Cricket, as always, sets the pace, serving as stepping onto a field, picking up a racket, or embracing
both a commercial behemoth and a launchpad for an active lifestyle. This force is already building, and
innovations before they influence other sports. While the coming years present an opportunity to scale it up
its financial strength remains unmatched, its presence disproportionately. At the crux of our unfolding legacy
transcends numbers, steering a holistic approach to are the people who embrace sports as a core part of
sports marketing in India. In a nation driven by their identity, while celebrating their heroes as well.
aspirations, athletes have become national symbols,
wielding a connect with the fans that breaks the
boundaries of the field. When channelled effectively,
this appeal kindles ambition and sets benchmarks for
excellence while shaping societal narratives. The
impressive rise in athlete endorsements, which
crossed the INR 1000 Cr mark in 2024 with a 32%
year-on-year spike, emphasizes this vaunted position
enjoyed by these winners. Exceptional skill is not only
being recognized but also actively rewarded, truly
symptomatic of a meritocratic industry. With greater
visibility comes added responsibility. As athletes
command more attention, their magnetism positions
them as symbols of resilience, discipline, and
achievement. This deepening intersection of business
and cultural impact signals more than a sector on the
ascend. It reflects the heightening role of sports in
shaping Indian society at large.

52
GroupM ESP is a new type of sports and
entertainment marketing agency, dedicated to
helping rightsholders take advantage of digital
and data driven changes in the media landscape.
It is part of WPP’s GroupM. GroupM ESP is
dedicated to helping properties better
understand their audiences, develop more
relevant ways to engage with them, and provide
potential brand partners more valuable ways to
connect with their communities of fans.

Business Contact

Vinit Karnik
+91 9821 185060
[Link]@[Link]

Subhamoy Das
+91 9820 546210
[Link]@[Link]

Narrative By
Vishnu Govind
+91 98332 28209
Founder, Add Valorem Consulting
GroupM India is a data centric, digitally charged marketing services conglomerate. With our
five agencies including Wavemaker, EssenceMediaCom, Mindshare, T&Pm, Motivator,
and speciality services, GroupM India gives clients the advantage of global operation and
learnings, along with local expertise and market insight. With our investment in data,
technology, and diverse talent, GroupM India aims to shape the future and transform
challenges into opportunities for our clients.

For more info : [Link]@[Link]

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MARCH 2025