India’s sports business has entered a new phase of scale, with commercial momentum accelerating across sponsorship, media, and endorsements. At the centre of that expansion is a familiar force — the Indian Premier League.
According to WPP Media’s Sporting Nation Report 2025, India’s sports economy reached INR 18,864 crore (approx. US$ 2 billion) in 2025, marking a significant milestone in the industry’s evolution and signalling a shift from an emerging market to a mature commercial ecosystem.
Cricket’s dominance drives industry expansion
Cricket continues to overwhelmingly dictate the trajectory of India’s sports economy, accounting for 89% of the total market. The sport generated INR 16,704 crore (approx. US$ 1.8 billion) in 2025, reflecting sustained growth backed by major international successes and the continued rise of franchise leagues.
This dominance extends across every major revenue stream. Cricket contributed 81% of sponsorship spends, 87% of endorsements, and a staggering 95% of media spends, reinforcing its position as the backbone of the ecosystem.
Ashwin Padmanabhan, Chief Operating Officer, WPP Media South Asia, said in an official statement, “The Indian sports economy crossing the $2 billion milestone marks a significant moment in its evolution, reflecting sustained growth and increasing structural maturity, led by the success of the Indian Premier League. While cricket continues to anchor the ecosystem, we are also seeing encouraging momentum across other segments of the sports landscape. The opportunity ahead lies in building on this foundation to create a more diverse and scalable multi-sport ecosystem. This will be driven by stronger grassroots participation and continued investment across infrastructure, innovation, and fan engagement.”
Over a four-year period, the industry has nearly doubled from INR 9,530 crore (approx. US$ 1 billion) in 2021, up from INR 16,633 crore (approx. US$ 1.8 billion) in 2024, underlining a consistent upward trajectory driven by increasing brand investment and evolving monetisation strategies.
Media spends and sponsorship reshape revenue mix
A key driver of this growth has been the rapid expansion of media investments, which accounted for INR 9,571 crore (approx. US$ 1 billion) — representing 51% of the total industry value.
Within that, television advertising contributed INR 5,117 crore (approx. US$ 550 million), while digital advertising surged to INR 4,449 crore (approx. US$ 478 million), highlighting a shift toward digital-first consumption patterns.
Sponsorships followed as the second-largest segment, reaching INR 7,943 crore (approx. US$ 854 million), with cricket alone contributing INR 6,434 crore (approx. US$ 692 million). Despite regulatory disruptions, including the withdrawal of Real Money Gaming companies, traditional industries stepped in to sustain demand.
The report noted, “Sponsorship growth in 2025 is driven more by asset value correction and premiumisation than volume expansion,” indicating that rising valuations — rather than increased inventory — are shaping the next phase of commercial growth.
Endorsements also continued to evolve, growing to INR 1,350 crore (approx. US$ 145 million), with cricket accounting for INR 1,178 crore (approx. US$ 127 million), as brands increasingly pursue deeper, long-term collaborations with athletes.
IPL emerges as central commercial engine
At the heart of this ecosystem sits the IPL, which continues to redefine the scale of sports monetisation in India.
For the first time, IPL team sponsorship revenues crossed INR 1,000 crore (approx. US$ 108 million), with the total reaching approximately INR 1,033 crore (approx. US$ 111m). This milestone reflects both rising brand demand and the league’s ability to deliver high-impact audience aggregation within a compressed two-month window.
Vinit Karnik, Managing Director, WPP Media, told Hindustan Times, “IPL is not just big, it is the backbone of Indian sports commerce,” adding that “It goes to show, if there is an aggregated audience for an impact property, the traditional sponsors or new sponsors are ready to step up.”
The commercial landscape within the league, however, remains tiered. Mumbai Indians, Royal Challengers Bengaluru, and Chennai Super Kings lead the market, each generating approximately INR 150 crore (approx. US$ 16 million) in sponsorship revenue. Kolkata Knight Riders and Gujarat Titans follow in the next tier, with the remaining franchises contributing to the overall pool.
The composition of sponsors has also shifted. With regulatory changes impacting Real Money Gaming companies, sectors such as technology, aviation, fintech, and renewable energy have expanded their presence, often at higher valuations. Global brands are also increasingly entering the ecosystem, with several deals extending beyond India through international activation rights.
From visibility to deeper brand integration
Beyond headline numbers, the report highlights a structural shift in how brands engage with sport.
Vinit Karnik, Managing Director – Content, Sports & Entertainment, WPP Media South Asia, said in an official statement, “Sport today sits at the intersection of culture and commerce, and brands are increasingly becoming part of the narrative rather than just sponsors. The evolution of leagues like the Indian Premier League has shown how deeply integrated partnerships can drive both fan engagement and commercial impact. We are seeing a shift from visibility-led associations to more immersive, story-driven collaborations. This is fundamentally changing how brands unlock value in the sports ecosystem.”
This transition reflects a broader move toward premiumisation, where fewer but higher-value partnerships are driving revenue growth across leagues and properties.
Global context and the road ahead
While the IPL operates within a shorter annual window compared to global leagues, its commercial efficiency continues to stand out. The English Premier League, for instance, generates more than GBP 6 billion (approx. US$ 8 billion) annually, but benefits from year-round engagement — unlike the IPL’s high-intensity format.
Looking ahead, the report suggests that the next phase of growth will be shaped by the convergence of media innovation, fan engagement, and sustained brand investment.
With cricket still firmly anchoring the ecosystem, the challenge — and opportunity — lies in scaling other sports while maintaining the commercial momentum currently driven by the IPL.
