The Indian sports sponsorship industry witnessed a 6% YoY growth, surpassing INR 16,633 crore last year, according to a report by GroupM ESP.

The overall Indian sports market has seen a 7x growth since 2008, inching towards USD 2 billion, stated the Sporting Nation report in its 12th edition.

Athlete endorsements surged to an all-time high of INR 1,224 crore in 2024, marking a 32% YoY growth from INR 927 crore in 2023. This rise was driven not just by cricket but also by emerging sports, where icons like Neeraj Chopra, PV Sindhu, and Manu Bhaker led a 46% increase in non-cricket endorsements.

The Olympic momentum further fuelled the growth of emerging sports sponsorships, which jumped 19% to INR 2,461 crore from INR 2,065 crore in 2023. Notably, distance running alone contributed a quarter of this market, reflecting India’s growing emphasis on fitness and endurance sports.

2024 saw sponsorship growth stabilise at 1% as the IPL and ICC underwent rights cycle resets, and Team India played 20 matches lesser in comparison to 2023; temporarily impacting revenues. Despite fewer matches and evolving formats, cricket is still India’s superpower sport, commanding 85% of the 16,000-crore milestone, said the report, noting that the market remained steady, reflecting the strong commercial foundation of Indian sports.  
 
Ashwin Padmanabhan, chief operating officer, GroupM South Asia, said, "As the Indian sports industry continues its remarkable trajectory, we are witnessing a dynamic shift driven by both legacy and emerging sports. Cricket remains the cornerstone, but the rise of non-cricket athletes, the Olympic buzz, and the digital revolution are reshaping the landscape. With brands increasingly recognising the power of sports as a platform for deeper consumer engagement, the momentum is undeniable. 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, content, entertainment and sports, GroupM India, added, "The Indian sports economy has firmly established itself as a high-growth sector, surging 7x since 2008 to near the USD 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, which alone saw a 25% jump in media spends. The record-breaking INR 1,224 crore in athlete endorsements signals a shift—brands are betting big on individual icons across sports. As we enter a new era of engagement, innovation will be key in unlocking the next wave of commercial success in Indian sports."