India’s commercial sports industry has grown to ₹18,864 crore (approx. USD 2 billion), but athlete endorsements account for only a fraction of that spending, presenting an opportunity for agencies seeking to develop the next generation of commercially valuable cricketers.
EMW Global, the international sports marketing agency led by Founder and Chief Executive Officer Michael Rocha-Keys, is entering the Indian market with a strategy focused on building long-term commercial partnerships for emerging athletes rather than competing exclusively for the country’s most established sporting personalities.
The agency has signed Indian cricketer Rinku Singh as its first athlete in the country, signalling its intention to develop individual player brands for domestic and international audiences.
In an interview with Business Standard, Rocha-Keys discussed the growth potential of India’s cricket sponsorship market and the increasing costs brands face when seeking partnerships with the sport’s biggest names.
“The top is crowded and expensive. I would say the market isn’t saturated, but I would say there’s definitely a need for diversification,” Rocha-Keys told the publication.
His assessment points to a potential shift in how agencies and sponsors approach Indian cricket, with greater emphasis on identifying athletes whose commercial opportunities have not yet caught up with their public recognition.
Athlete endorsements remain a small part of India’s sports economy
Figures from WPP Media, cited in EMW Global’s report _Why Global Sport Can’t Ignore India_, place the value of India’s commercial sports industry at ₹18,864 crore (approx. USD 2 billion) in 2025.
The market expanded by 13.4% compared with the previous year, with cricket accounting for 89% of overall spending.
However, the distribution of that investment reveals a substantial difference between the money directed towards sports properties and the amount earned through individual athlete endorsements.
Media advertising generated ₹9,571 crore (approx. USD 1.01 billion), while sports sponsorship accounted for ₹7,943 crore (approx. USD 841 million).
Athlete endorsements represented ₹1,350 crore (approx. USD 143 million).
For agencies such as EMW, that comparatively smaller segment presents an opportunity to develop new commercial relationships around individual players, particularly those who have established an audience but are not yet commanding the endorsement fees associated with cricket’s biggest stars.
The potential audience is considerable. Ormax Media estimates that India has 678 million sports viewers, including 612 million cricket viewers.
Football and kabaddi also attract substantial audiences, estimated at 305 million and 280 million respectively, demonstrating the broader scale of India’s sports consumption.
Why EMW Global chose Rinku Singh for its India entry
Rather than begin its Indian operations by pursuing an established superstar, EMW has selected Rinku Singh as the foundation of its local athlete representation business.
Singh gained widespread attention during the 2023 Indian Premier League (IPL) when he hit five consecutive sixes, a performance that became a defining moment in his rise to prominence.
For EMW, his commercial potential extends beyond that achievement.
“Rinku offers an upside and a story that sells itself,” Rocha-Keys said.
The agency sees an opportunity to build partnerships around Singh’s personal background, public appeal and cricketing career, developing a commercial identity that can remain relevant beyond individual performances.
This approach also reflects EMW’s broader experience in international sports marketing.
The agency has worked on commercial partnerships involving footballers Lionel Messi and Neymar, alongside sponsorship and digital initiatives connected to Spain’s national football team.
Its previous work includes facilitating a regional sponsorship agreement in China and managing China-focused social media and content activity during Spain’s 2026 FIFA World Cup campaign.
EMW now intends to apply its international commercial experience to Indian cricket, beginning with Singh before potentially expanding its representation business.
From short-term endorsements to year-round brand partnerships
A central part of EMW’s strategy involves changing the structure of athlete sponsorship agreements.
Rather than relying primarily on isolated campaigns or occasional promotional appearances, the agency wants to develop recurring partnerships that give brands and athletes opportunities to work together throughout the year.
“What we have found coming into the market is that there are a lot of ad hoc, low-value, small deals being done. Our job is to be able to create more year-round, long-term, consistent annual partnerships,” Rocha-Keys said.
The model would place greater emphasis on sustained brand relationships, including digital campaigns, ambassador programmes and content built around athletes’ interests and identities.
It also requires sponsors to assess more than an athlete’s level of fame.
Audience engagement, relevance to a brand’s customers and the ability to communicate a compelling personal identity can all influence the commercial value of an endorsement.
For emerging cricketers, this creates opportunities to develop marketable profiles without necessarily matching the recognition or playing records of India’s most prominent international players.
EMW’s approach also involves presenting athletes as individuals with experiences and personalities that audiences can connect with, rather than limiting their commercial appeal to match performances and sporting achievements.
Indian cricket stars could reach new audiences overseas
International expansion is another important element of EMW’s plans.
While Singh has recognition among Indian cricket followers, the agency believes his reach can be developed further among overseas Indian communities.
That strategy would involve producing content and creating sponsorship opportunities designed for audiences outside India, rather than depending entirely on domestic advertising campaigns.
EMW is also exploring collaborations involving athletes from different sports.
Partnerships connecting Indian cricketers with international football or basketball personalities could introduce them to supporters who do not ordinarily follow cricket, potentially creating new commercial opportunities for both athletes and brands.
The agency has identified women’s cricket, emerging players, non-live digital content and international ambassador agreements as other areas with potential for growth.
These opportunities are particularly relevant as brands seek ways to engage sports audiences beyond traditional television broadcasts and major tournaments.
For cricket administrators, commercial rights holders and athlete representatives, the development of such markets could create additional revenue opportunities around the sport’s existing audience.
EMW plans selective expansion in India
Although cricket is EMW’s immediate priority, Rocha-Keys sees opportunities across India’s wider sporting industry.
He believes further commercial development will require more than investment in established competitions such as the IPL.
A stronger ecosystem of reliable competition schedules, commercially viable franchises, improved distribution and athlete marketing would help support growth across different sports.
For now, EMW intends to concentrate on establishing its Indian operations and understanding how brands respond to its approach.
The agency expects to announce at least one additional Indian athlete signing before the end of 2026, while using its experience during 2027 to assess further opportunities.
Its expansion strategy will be selective, with greater importance placed on athletes who are prepared to participate actively in developing their public and commercial identities than on rapidly increasing the size of its roster.
Singh’s signing is the first step in EMW’s efforts to establish a presence in India’s athlete representation market and develop longer-term commercial opportunities for its clients.
The agency’s next phase will involve building those partnerships while assessing opportunities to expand its Indian roster and reach audiences in overseas markets.
