Indian sports economy crosses $2 billion mark in 2025: WPP Media report

India’s sports economy crossed the $2 billion milestone for the first time in 2025, reaching ₹18,864 crore, according to WPP Media’s latest Sporting Nation report. The industry grew 13.4% year-on-year from ₹16,633 crore in 2024, reflecting sustained momentum across media rights, sponsorships and endorsements.

The report highlights a strong growth trajectory over the past four years, with the market nearly doubling from ₹9,530 crore in 2021, translating to a compound annual growth rate (CAGR) of 18.6%.

Cricket continued to dominate the ecosystem, contributing 89% of total industry revenues in 2025, up from 85% a year earlier. In absolute terms, the sport generated ₹16,704 crore, registering a 17.9% increase. Its share remained significant across segments, accounting for 81% of sponsorship spends, 87% of endorsements and 95% of media spends.

The Indian Premier League remained central to this growth, supported by a busy international calendar, including India’s Champions Trophy win and the women’s team’s ODI World Cup victory, along with the expansion of the Women’s Premier League.

Media spend emerged as the largest contributor, making up 51% of the overall industry. Advertising investments rose 19.8% year-on-year to ₹9,571 crore. Television advertising grew 16.4% to ₹5,117 crore, while digital outpaced it with a 24% rise to ₹4,449 crore.

Sponsorship spending grew at a relatively slower 7% to ₹7,943 crore, accounting for 42% of the total market. The report attributes this to premiumisation and improved monetisation of existing assets rather than an increase in inventory. The exit of real money gaming advertisers also created gaps, partially offset by other sectors.

Sports celebrity endorsements reached ₹1,350 crore in 2025, up 10.3% year-on-year, with cricket contributing 87% (₹1,178 crore). The report notes a shift towards equity-linked deals and deeper integration of athletes within team and league ecosystems.

Ashwin Padmanabhan, COO, WPP Media South Asia, said the milestone reflects increasing structural maturity in the industry, led by the success of the IPL, while also pointing to growing momentum in non-cricket segments. He added that future growth will depend on building a more diverse, multi-sport ecosystem through grassroots development, infrastructure and fan engagement.

Vinit Karnik, MD – Content, Sports & Entertainment, WPP Media South Asia, noted that sports is increasingly sitting at the intersection of culture and commerce, with brands moving beyond visibility-led sponsorships to more immersive, story-driven collaborations.

The report suggests that the next phase of growth will be driven by media innovation, deeper fan engagement and sustained brand investments, alongside efforts to expand beyond cricket into a broader multi-sport ecosystem.