India’s sports economy has crossed the $2 billion mark in 2025, reaching Rs 18,864 crore, with media spends rising 19.8% year-on-year to Rs 9,571 crore, according to WPP’s Sporting Nation XIII report.
Media investments have accounted for 51% of the total industry value, making it the largest contributor. Growth has been driven by increased advertiser participation across live sports programming and multi-platform distribution.
Brands have adopted hybrid media strategies combining television reach with digital targeting, strengthening sports content as a key advertising vehicle. Cricket continues to account for a significant share of media spends due to its scale and consistent audience engagement.
Shantanu Gangane, Senior Director, Integrated Marketing Experience, India & Southwest Asia, The Coca-Cola Company, said: “At Coca-Cola, our strategy centres on meeting consumers at the heart of their passions. Through our continued partnership with the ICC World Cup and global associations like the FIFA World Cup, we aim to fuel the fan pulse across every stadium and screen. From digital-first activations like the Stump Cam to the immersive experiences like Thums Up Toofani Zone and Coke Half Time; Thums Up, Sprite, Coca-Cola and Powerade aren’t just spectator brands, they are the essential ingredients that turn every sporting moment into a cherished fan memory.”
