The 12th edition of Sporting Nation, released by GroupM ESP, the sports division of GroupM India, reveals growth in the Indian sports sponsorship industry, which surpassed Rs 16,633 crore in 2024, marking a 6% year-on-year (YoY) increase.
The report also highlights that the overall Indian sports market is fast approaching the $2 billion mark, reflecting a robust 7x growth since 2008.
India’s sports economy has witnessed a remarkable expansion, growing 3.6 times in the past decade. With a consistent 13% compound annual growth rate (CAGR) over 17 years, the industry continues to demonstrate resilience, further solidifying sports as a dynamic and thriving business sector.
Despite the overall growth, the sponsorship market showed a modest stabilisation in 2024, with only a 1% YoY increase. This was attributed to the IPL and ICC undergoing rights cycle resets and Team India playing 20 fewer matches compared to 2023, temporarily impacting revenue. However, the market remained steady, underlining the solid commercial foundation of Indian sports.
The surge in athlete endorsements was one of the standout features of the report, with athlete-driven sponsorships hitting an all-time high of Rs 1,224 crore in 2024, reflecting a 32% Y-o-Y growth from Rs 927 crore in 2023.
While cricket continued to lead, emerging sports experienced significant momentum, driven by icons like Neeraj Chopra, PV Sindhu, and Manu Bhaker. Non-cricket endorsements saw a 46% surge as these athletes gained widespread brand recognition.
The report also noted the Olympic momentum’s influence on emerging sports sponsorships, which grew by 19%, from Rs 2,065 crore in 2023 to Rs 2,461 crore in 2024. Distance running alone contributed a significant portion of this market, highlighting India’s growing emphasis on fitness and endurance sports.
Ashwin Padmanabhan, Chief Operating Officer of GroupM South Asia, commented, “As the Indian sports industry continues its remarkable trajectory, we are witnessing a dynamic shift driven by both legacy and emerging sports. While cricket remains the cornerstone, the rise of non-cricket athletes, the Olympic buzz, and the digital revolution are reshaping the landscape. Brands increasingly recognize the power of sports as a platform for deeper consumer engagement. This is not just growth in numbers – it’s the evolution of an industry that is more diverse, digital, and driven by innovation than ever before.”
Vinit Karnik, Managing Director of Content, Entertainment & Sports at GroupM India, added, “The Indian sports economy has firmly established itself as a high-growth sector, surging 7x since 2008 to near the $2 billion mark. While traditional powerhouses continue to drive momentum, the real story lies in the rise of emerging sports, athlete-driven brand value, and the digital explosion. The 25% jump in media spends driven by digital platforms shows the immense potential ahead. The record-breaking ₹1,224 crore in athlete endorsements signals a shift, with brands increasingly placing big bets on individual icons across sports. As we enter this new era of engagement, innovation will be key in unlocking the next wave of commercial success in Indian sports.”
