Sports celebrity endorsements in India have grown 10.3% year-on-year to Rs 1,350 crore in 2025, according to WPP’s Sporting Nation XIII report.
The segment has accounted for 7% of the overall sports economy, reflecting steady expansion in athlete-led brand partnerships.
Cricket has dominated the endorsement landscape, accounting for 87% of total spends, driven by the visibility and reach of leading players. The report indicates a shift towards more structured and long-term brand-athlete collaborations.
Omkar Sardessai, Head – Brand & Communications, Tally Solutions, said: “India is fast emerging as one of the most vibrant sporting markets in the world, with its scale, professionalism and fan engagement increasingly standing alongside the best global sporting ecosystems. Yet what truly sets it apart is how deeply sport mirrors the spirit of enterprise in this country. Every match is a masterclass in preparation, discipline, resilience, and the courage to take calculated risks. These are the same qualities that define millions of Indian businesses and startups every day.
For us at Tally, sport is far more than a sponsorship opportunity. It is a cultural space where the journeys of athletes and entrepreneurs intersect, both driven by a shared purpose, perseverance, and the pursuit of excellence. When brands participate meaningfully in these moments, they are not merely seeking visibility. They are aligning with a larger story of ambition, belief and progress that resonates far beyond the boundary line.”
