India’s sports economy is on the cusp of explosive growth, with projections placing its value at $100 billion by 2027. At the heart of this transformation is IAMGAME—a pioneering platform dedicated to shaping the business of sports in India.
Co-founded by Karan Singh Chettri and Mandeep Malhotra, IAMGAME aims to bridge systemic gaps through innovation, investment, and collaboration. Following the resounding success of its inaugural edition, IAMGAME 2025 returns on July 18–19 in Delhi as a dynamic two-day conclave.
In this interaction with MediaNews4U, Karan (Founder & CEO) and Mandeep (Co-Founder & Director) share their vision, learnings, and what lies ahead for India’s sporting future.
1) What was the key market gap that inspired the creation of IAMGAME, and how has the platform evolved since its inaugural edition to differentiate itself from other sports business conferences in India?
Karan Singh Chettri: The roots of IAMGAME stem from my own experiences as a young athlete. Growing up in a humble household with limited access to sports infrastructure, I witnessed firsthand the systemic barriers that prevent talented individuals from advancing. These early encounters shaped my perspective on the gaps within the Indian sports ecosystem. Years later, while working with clients to create sports IPs, I realized that the same issues from my youth persisted—fragmentation, lack of visibility for grassroots talent, and a disconnect among stakeholders. IAMGAME was born out of the need to address these shortcomings. From its inception, our goal has been to create a holistic platform that unites athletes, coaches, brands, investors, and policymakers. Unlike typical sports conferences, IAMGAME focuses not just on knowledge-sharing but on actionable outcomes. We’ve introduced tangible initiatives like our upcoming digital platform—an ecosystem that allows scouts and institutions to discover talent, facilitates collaboration, and fosters community building. The app acts like a LinkedIn for sports, tailored specifically to the Indian context, with localized features to support real-time opportunities for young athletes.
2) With the Indian sports economy projected to reach $100 billion by 2027, where do you see the biggest investment opportunities?
Karan Singh Chettri: There’s tremendous momentum building in Indian sports, and the opportunities are vast. Infrastructure remains the foundation—without quality training centers, fields, and facilities, talent cannot flourish. But alongside infrastructure, we’re seeing massive potential in fan engagement and technology-driven innovations. With mobile-first audiences and growing digital penetration, IPs focused on fan interaction, data analytics, and gamification are gaining traction. IAMGAME’s role is to facilitate these investments by bringing corporates into the fold. We educate brands about opportunities beyond cricket—where 80% of ad spend still goes—and show them the ROI in emerging sports. We want brands to see sports not just as a CSR initiative, but as a strategic pillar that can drive long-term engagement, community loyalty, and even innovation.
3) Are Indian sports startups receiving enough support to scale? Is there a shift from CSR to commercial investment?
Karan Singh Chettri: We are at a tipping point. Recently, a sports startup secured ₹21 crore in funding, and media houses like Hindustan Times are launching dedicated sports funds. IAMGAME is actively bridging this gap by spotlighting promising startups and connecting them with VCs and angel investors. We’re hosting pitch sessions during our conclave, where entrepreneurs can present to decision-makers in the sports and investment ecosystem. Importantly, we’re witnessing a mindset shift—from viewing sports through a CSR lens to recognizing its commercial and cultural value. Sports is now a driver of economic growth, media innovation, and national pride. Startups are also diversifying—ranging from injury management solutions to athlete profiling and sports tech analytics—so there’s a real ecosystem forming that’s investible.
4) Is online gaming derailing traditional, non-cricketing sports development?
Karan Singh Chettri: Not at all. In fact, the growth of fantasy sports and online gaming complements the broader sports economy. Companies like DSF are reinvesting in grassroots initiatives, leveraging their platforms to fund real-world talent development. It’s important to differentiate between pure online games and fantasy sports, which are anchored in live sports performance. The two don’t compete—they coexist. At IAMGAME, we’re also embracing esports and gamification, and this year we’re including a dedicated panel on this. What’s key is ensuring that online platforms don’t replace on-ground engagement but act as a gateway for more children and youth to get involved. Esports has now found a place in state-level games, and that’s a sign of inclusive progress, not derailment.
5) How is IAMGAME bridging the gap between grassroots talent and professional leagues?
Karan Singh Chettri: We believe in the power of visibility. For talent to move forward, they must be seen, heard, and recognized. IAMGAME does that by providing a stage for emerging athletes, and we spotlight stories that often go unnoticed. Last year, we recognized Shreya Loya, a 15-year-old Formula 4 driver—she has since signed with Cornerstone. Similarly, Kush Maini, who joined us as a speaker, is now India’s F1 reserve driver. These recognitions create ripple effects. Our app goes a step further—it allows young athletes to build their profiles with certificates, videos, and achievements. Scouts, coaches, and institutions can browse these profiles, connect, and initiate trials or sponsorships. It’s a one-stop solution for identifying, nurturing, and elevating talent.
6) How is IAMGAME engaging with policymakers to drive reforms?
Karan Singh Chettri: We’ve opened lines of communication with the Ministry of Sports and shared our mission to foster public-private partnerships. The government acknowledges that systemic transformation requires collaboration. While we’re still early in influencing policy, we’ve positioned IAMGAME as a data-rich platform that can support government initiatives. For example, our athlete profiling system can become a national repository, aiding in scouting, infrastructure planning, and policy evaluation. The goal is to ensure that our insights help bridge institutional gaps and enable evidence-based reforms. Our vision is to become a vital support layer for policymakers through data, dialogue, and ecosystem collaboration.
7) How do you see brand-sport collaborations evolving beyond cricket in India?
Karan Singh Chettri: The tide is turning. While cricket will always be India’s marquee sport, brands are realizing that there’s value in backing athletes earlier in their journey, especially in underrepresented sports. When a brand invests in a young kabaddi player or a swimmer before they become a household name, it creates a strong emotional bond. IAMGAME encourages this mindset by offering storytelling platforms that celebrate these journeys, and by facilitating direct engagement between athletes and brands. These associations aren’t just about media visibility—they’re about building purpose-driven brand identities. Brands that champion inclusivity, resilience, and determination find natural alignment with athletes across disciplines.
8) Is red-tapism in sports bodies hampering non-cricket sports?
Karan Singh Chettri: Unfortunately, bureaucracy has slowed the pace of progress in many federations. Alignment across state and central levels is lacking, and policies often get lost in execution. That said, the situation is improving. The government is actively promoting the PPP model, which allows private entities to partner with federations and drive innovation. IAMGAME promotes this through dialogue and platforms that empower entrepreneurs and institutions to complement federation efforts. We also believe that success of any league or IP hinges on the people executing it—not just the federation. With proper strategy, backing, and transparency, private entities can now build world-class leagues even in non-mainstream sports.
9) What are the key themes of the 2025 conclave?
Karan Singh Chettri: This year, we are focusing on key growth areas: sports science, women in sports, smart infrastructure, and the economics of sports media. Sports science is still nascent in India, but it’s essential for enhancing athlete performance and injury prevention. We’ll explore how startups and tech companies are addressing these gaps. Women in sports is another critical theme—we’re celebrating female athletes and also discussing how to increase participation at the grassroots level. Additionally, we’re looking at how smart cities can integrate sports as a core planning component, creating spaces that foster health, fitness, and talent development.
Mandeep Malhotra: We’ve structured the conclave around three pillars: athletes and the systems that support them, the policymaking ecosystem, and the business of sports—leagues, franchises, and entrepreneurs. We bring in subject-matter experts to provide actionable insights across each domain, fueling a collaborative, future-forward approach to India’s sports ambitions.
10) Are you launching any reports or data initiatives?
Mandeep Malhotra: Yes, last year we launched a white paper in partnership with KPMG, and we continue to work with advisors like Vineeth Karnik of GroupM to align on industry benchmarks. But reports alone are not enough. We need actionable intelligence and platforms to implement these insights. IAMGAME wants to be that catalyst—moving from theory to execution. Our digital ecosystem is one such effort, helping build a nationwide data-driven platform for the sports community.
11) How are international brands and investors responding to India’s sports economy?
Mandeep Malhotra: India is no longer seen as an emerging sports market—it’s now a key growth engine. Global brands are entering India with long-term plans, recognizing our potential in indigenous and mainstream sports. The NBA’s presence, for example, reflects international interest in local development. At IAMGAME, we’re positioning Indian sports not just for domestic growth but global influence. Our ambition is to elevate sports like kabaddi, kho-kho, and yoga to the international stage, with global brands actively participating in that journey.
12) What trends in sports marketing and brand integration should business leaders watch?
Mandeep Malhotra: We’re witnessing a shift toward emotion-based branding and community-led storytelling. Cricket is becoming expensive and saturated, prompting brands to explore niche sports and hyperlocal fan bases. With better media coverage and tech, consumers now connect deeply with specific sports communities—be it motorsports, contact sports, or marathons. Successful brand integrations are those that speak to these tribes authentically. IAMGAME is advocating for this evolution through curated conversations between brands and athletes at our conclave.
13) How can traditional Indian sports like Kabaddi and Kho-Kho become more broadcast-friendly?
Mandeep Malhotra: Innovation is key. Last year, inspired by conversations at IAMGAME, we helped introduce the ‘Wazir’ role in Kho-Kho, adding unpredictability and viewer appeal. Federations are beginning to understand the value of gamification and broadcast optimization. These changes make traditional formats exciting and accessible for younger, digital-native audiences. IAMGAME encourages such experimentation by bringing together creatives, sports strategists, and tech experts under one roof.
14) Where do you see IAMGAME in five years?
Mandeep Malhotra: We envision IAMGAME as the Mexican wave of Indian sports—a movement that starts small but eventually brings everyone together in a unified celebration of progress. By 2036, we hope India becomes a global powerhouse in sports, and IAMGAME will have played a pivotal role in that journey. We’re the enablers—bringing stakeholders together to create a roadmap for future medal winners, thriving leagues, and a world-class sports ecosystem rooted in collaboration.
15) What were the key learnings from last year’s IAMGAME?
Karan Singh Chettri: Two lessons stood out. First, collaboration must go beyond dialogue—we need to facilitate partnerships that yield tangible results. This year, we’re focused on measurable takeaways, matchmaking stakeholders with real potential for joint ventures or programs. Second, technology is not optional. It’s the only way to democratize access and scale. That realization led to the development of our app, which integrates discovery, community-building, and event management in one place. It’s a bold step, but one we believe is necessary to unify the Indian sports ecosystem.
