Mumbai: India’s sports market is on track to reach a staggering $130 billion by 2030, growing at a compound annual growth rate (CAGR) of 14%, according to a new report by Google and Deloitte released on Thursday. The report highlights that the sector’s expansion will be accompanied by the creation of up to 10.5 million jobs and $21 billion in indirect tax revenue over the same period.
This robust growth, which outpaces India’s GDP growth, signals a profound shift in how Indians consume and engage with sports, fueled by increased government investments, the rise of multi-sport fandom, and widespread digital adoption. The report attributes this shift to evolving consumer behaviors and a burgeoning sports ecosystem in the country.
Sports Goods and Apparel Market Leading the Growth Surge
Among the key drivers of this growth is the sports goods and apparel market, which is expected to more than double in value, reaching $58 billion by 2030. This surge is largely attributed to the increasing fitness culture in India, coupled with rising discretionary spending. As more Indians embrace healthier lifestyles, demand for sports equipment, activewear, and accessories continues to rise.
“This is a pivotal moment for sports in India. We are witnessing the convergence of digital technology, multi-sport fandom, and rising youth engagement, particularly from Gen Z, who now represent the largest segment of India’s sports fanbase,” said Roma Datta Chobey, Managing Director (Interim Country Lead) at Google India.
The rise of digital platforms has also transformed the way sports are consumed, with a significant shift toward on-demand content. Digital platforms are driving fan engagement, offering personalized and interactive experiences, especially for younger generations. Gen Z, who make up 43% of the fan base, are fueling this trend, with 93% of them consuming sports content digitally—more than any other generation. These fans are also more likely to engage with their favorite sports even during the off-season.
The Role of Digital Innovation in Enhancing Fan Experience
As digital platforms become the primary medium for sports consumption, the report emphasizes the growing potential of technologies like AI, immersive content, and cloud platforms to enhance fan experiences. AI-driven personalization, interactive features, and better access to sports content are seen as key factors driving fan loyalty and engagement.
“We see immense potential in leveraging the digital ecosystem to enhance the fan experience and advance the growth of the sports sector. With AI, immersive technologies, and personalized insights, there are abundant opportunities for innovation in how fans interact with their favorite sports,” Chobey added.
Grassroots Talent Development and Global Opportunities
Romal Shetty, CEO of Deloitte South Asia, highlighted that India’s potential to become a global leader in sports represents not only a major business opportunity but also a powerful driver of nation-building. With digital tools and technologies enabling talent scouting and development from the grassroots level, the growth of India’s sports industry could pave the way for greater international recognition.
“With advancements in AI and cloud platforms, we have a unique opportunity to nurture talent from the grassroots level and provide opportunities for youth in every corner of the country,” Shetty noted.
Expanding Demographics and Growing Popularity of Women’s Sports
The report also highlights the expanding reach of sports across diverse demographics. Of India’s 655 million sports fans, 36% are women, and 59% of fans reside in rural areas, indicating the growing popularity of sports beyond traditional urban centers. Additionally, sports like Kho-Kho and badminton are attracting increasing numbers of women fans.
The growing diversity of India’s sports fanbase is also reflected in the fact that fans now spend 20% more time consuming non-live content than live events, underscoring a shift toward on-demand, shorter-form, and more personalized content experiences.
Investment Opportunities and Sectoral Growth
The report outlines several emerging investment opportunities within India’s sports ecosystem. The sports technology market, for example, is projected to reach $1 billion, growing at a CAGR of 19%. The broadcasting and promotions sector is also seeing rapid growth, with new platforms enabling broader reach and deeper fan engagement.
Further, the report points out that 73% of consumers are eager to purchase merchandise from their favorite teams or players, a trend that presents significant opportunities for e-commerce platforms and brands to tap into the growing sports fanbase.
