The True Size of India’s Sports Industry

India, with a population nearing 1.5 billion, is home to 108 professional sports teams, contributing to a national sporting industry valued at just under $2 billion. However, this is only the beginning, as the country is poised for a major sports boom. By 2030, it’s predicted that the Indian sports market could reach $130 billion, according to a recent report.

So what makes it tick?

A significant portion of India’s 655 million sports fans come from the country’s biggest sport—cricket. By far the most popular sport in India, cricket attracts massive viewership and generates substantial revenue, with the opening game of the 2024 Indian Premier League season amassing around 168 million viewers.

Football is another growing sport in the country, but while it’s considered mainstream in many parts of the world, it still has a long way to go in catching up to the traditional sport of Kabaddi. Revitalized by the Pro Kabaddi League, which launched in 2014, Kabaddi has seen dramatic increases in both viewership and participation.

In terms of participation, around 23% of India’s population plays at least one sport, in addition to a rise in health consciousness that has driven demand for fitness activities and sports apparel.

One major player in the sports apparel sector is Decathlon. Since its arrival in India in 2009, the French retailer has set up 129 stores and employs around 5,700 people. The company also plans to invest $106 million over five years to increase the number of stores to 190, highlighting the recognition of India’s vast business potential in the sports market.

Government initiatives have contributed to an increased budget for the Department of Sport, which grew from $79 million in 2011-12 to $211 million in 2021-22. Additionally, private investors are increasingly taking over professional teams.

One such example is Capri Sports, which has collaborated with the All India Football Federation (AIFF) to develop women’s football, in addition to acquiring teams in the Women’s Premier League (WPL). This league secured a media rights deal worth $115 million for its first five years, reflecting the growing inclusivity in the country where 36% of sports fans are women.

GIS graduate and sports agent, Aman Jain, witnesses this growth first-hand. Speaking as a guest in our Insight Series, he said: “A lot of our women cricketers are stars in the country and are often making as much money as male cricketers. When we reach out to franchises, they are interested in investing in women’s cricket because they know this is the right time to invest. In 5-7 years, women’s cricket will be very, very big in India.”

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Article by Zakaria Anani