Digital advertising in India’s sports ecosystem has grown 24% year-on-year to Rs 4,449 crore in 2025, according to WPP’s Sporting Nation XIII report.
The growth has been driven by increased consumption of sports content on streaming platforms and mobile devices, alongside rising multi-screen viewing behaviour. Advertisers have shifted towards digital channels for targeted reach and measurable outcomes.
Digital and television have continued to operate as complementary channels, with brands adopting integrated strategies across both formats. Cricket has led digital ad spends, while other sports have contributed incremental growth.
Rohit Sharma, Chief Operating Officer, AbhiBus, said:
“India’s sports marketing landscape is shifting. Fans today don’t just want to watch, they want to be present for the moments that matter. It is no longer just about visibility, it’s about being genuinely relevant in people’s lives. At AbhiBus, we recognised this early. Last year, our association with Chennai Super Kings as their Official Bus Travel Partner for the T20 Season 2025 was a reflection of exactly that thinking – bringing together two things that are deeply embedded in the Indian experience, cricket and travel, to create something meaningful for millions of fans. For us, partnerships like these are about enabling access at scale and becoming a seamless part of how fans actually experience the sport they love.”
