India’s Sports Sponsorship Industry Soars to $2 Billion Milestone

India’s sports sponsorship sector has pushed ahead at a remarkable pace, climbing to $ 2 billion. The latest report shows a 6 percent year-on-year rise, reinforcing the commercial strength of sport in India. The long-term trajectory is even more striking, with the sector achieving a sevenfold increase since 2008, and 3.6 times growth over the last decade supported by a strong 13 percent CAGR across 17 years. This surge reflects the country’s deep passion for sport, fast-moving media habits and brands fighting for visibility in a crowded landscape.

Below is a breakdown of the shift shaping India’s sports advertising ecosystem and how brands can use this momentum.

Cricket Strengthens Its Grip on Brand Investment

Cricket drives the market with unmatched scale. The report shows cricket controlling over 85 percent of total sports sponsorship spend. That dominance continues through three core channels.

Broadcast and digital media spike

Cricket media rights alone crossed $722 million. Broadcasters capitalised on record viewership during major tournaments, while digital platforms enjoyed a surge in mobile-first audiences. India remains one of the world’s fastest-growing media markets, creating more premium space for brand exposure.

Team and franchise partnerships expand

IPL and cricket franchises have boosted on-kit branding value and partnership tiers. Brands target teams for direct fan reach and year-round engagement.

On-ground activation returns strongly

Stadium branding grew by more than 15 percent with live attendance surging. Visual placements continue to offer immediate visibility and high recall.

Non Cricket Sports Gain Ground as Fan Behaviour Shifts

While cricket leads the charge, other sports have grown their share of sponsorship value. Brands aim for fresh audiences and diversified engagement.

Football widens its base

Football has seen steady movement through the Indian Super League and growing club investment. Increased grassroots participation and rising social media interaction make football a stronger platform for brands seeking youth-driven engagement. 

Olympic momentum reshapes brand focus

The report indicates that the Olympic year acted as a major catalyst, powering visibility for sports such as athletics, running, badminton and wrestling.

Endurance and running surge

Distance running accounted for around a quarter of the non-cricket sponsorship market, highlighting the rise of fitness and performance culture nationwide.

Athlete Endorsements Reach New Highs

Athlete endorsements reached an all-time high of $147 million, reflecting a 32 percent year-on-year jump from $111 crore. The rise is driven by medal-winning performances, global fanbases and year-round content potential.

Brands now view athletes as storytellers. Endorsements revolve around personality, lifestyle appeal and digital presence.

Athlete-led sports advertising gives brands human-centred engagement and high trust. 

Digital Activation Reshapes Brand Strategy

The digital sector has become central to sports engagement in India. Digital media spend reached $962 million, with digital advertising rising 25 percent year-on-year, driven by mobile viewing, content creators and event-led campaigns.

Brands increased spend in three areas:

• Short-form video integration with leagues and teams
• Influencer-driven matchday content
• Programmatic campaigns during live events

This shift aligns with younger audiences who follow sports beyond traditional TV screens.

Event Sponsorship Surges Through Packed Sporting Calendar

India hosted more than 3,000 organised sporting events in 2024. Brands targeted on-ground formats to create presence, grow recall and build experiential touchpoints.

Key drivers:

• Massive season attendance through the Indian Premier League, Indian Super League and Pro Kabaddi
• Rising interest in state-level and university tournaments
• More multi-city events offering wider reach

This activity boosts both national and regional branding impact.

What This Growth Means for Brands Planning Global Sports Partnerships

India’s two-billion-dollar milestone reflects a global momentum in sports sponsorship. Brands use sport to reach passionate communities, build credibility and generate long-term visibility.

For brands outside India, the upward curve signals important trends:

• Fan engagement is increasingly digital
• Athletes are stronger brand storytellers than ever
• Leagues with established structures create stable brand returns
• On-ground placements remain powerful for high-frequency recall

Speak to Us About Your Sports Advertising Strategy

World Sports Advertising helps brands create meaningful sports partnerships across the world. From cricket and football to combat sports and motorsports, our team manages rights sourcing, activation and strategic brand placement that deliver reach and impact. Get in touch with us and unlock sports advertising opportunities tailored to your brand.