At the first edition of Manifest Play held on 9 April at MCA in Mumbai, Havas Play revealed a report titled 'Emerging Sports: India's Next Billion-Dollar Sports Marketing Opportunity'.

According to the report, emerging sports generated a revenue of INR 2,559 crore, 14% of India's sports industry revenue. It grew by 24% in the year, while cricket saw its market share dip by 14%.

The Paris Olympics along with leagues like the Pro Kabaddi League and the ISL (football), along with marathons in Mumbai, Delhi and Bengaluru attracted sponsors like Dream11, Tata, Hero Motocorp, JSW and Adidas. 

The report added that India's bid to host the 2036 Olympics will see a massive surge in the 'emerging sports' ecosystem.

The combined TV and OTT viewership data for the IPL was 857 million last year, while Pro Kabaddi amassed 350 million.

The report also labelled pickleball and 'para sports' as 'wild-cards'. Pickleball's market size is estimated to be INR 415 crore with a sponsorship opportunity of INR 85 crore.

In 'Para Sports', notable players that can be partnered with brands include Avani Lekhara, Devendra Jhajharia and Sumit Anti.

Rana Barua, group CEO, Havas India, South East Asia and North Asia (Japan and South Korea), "For years, India was seen as a one sport nation. Cricket for us isn't just a game, it is a cultural monolith, a marketing engine, a national obsession. But quietly, and then all at once, the landscape began to shift and accommodate more sports than ever before. Today, we stand at the edge of a thrilling new era. From packed kabaddi stadiums and surging football fanbases to rising stars in athletics, badminton, wrestling, chess, hockey, javelin, archery and more, India is rewriting its sporting narrative. This is no longer a blip. It is a movement to excel and demonstrate we are a sporting nation beyond cricket."

He added, "At Havas Play, we see this momentum as a transformation. That is why we built this report. Not simply to document the change, but to decode its implications. For brands seeking relevance, for marketers chasing resonance, and for stakeholders hoping to play a meaningful role in this unfolding story, this report is your field guide. What you will find here is a strategic and cultural lens on the new India of sport. Data, with emotion. Insight, and foresight. Because sports in India today is not just entertainment. It is an identity, a community, an aspiration, and influence. It is building new super heroes who all have become household names. This shift presents an extraordinary opportunity not just for Indian sport, but for global businesses. To build affinity, to innovate partnerships, to shape narratives that move people."