Mumbai: WPP Media has released the 13th edition of its flagship report, Sporting Nation: Building a Legacy, highlighting a landmark year for India’s sports ecosystem as the industry crossed the $2 billion milestone for the first time.
According to the report, the Indian sports economy reached ₹18,864 crore ($2,134 million) in 2025, registering a 13.4% growth over ₹16,633 crore in 2024. The growth underscores not just expansion, but increasing structural maturity, with the sector nearly doubling in size from ₹9,530 crore in 2021, delivering an approximate CAGR of 18.6% over four years.
Cricket continued to dominate the landscape, contributing 89% of total industry revenues in 2025, up from 85% in the previous year. In absolute terms, the sport generated ₹16,704 crore, growing 17.9% year-on-year. Its influence spanned across revenue streams, 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 strong international calendar, including India’s Champions Trophy win and the women’s team’s ODI World Cup victory, alongside the continued rise of the Women’s Premier League.
Media spends emerged as the largest contributor to the sports economy, accounting for 51% of total industry value. Advertising investments grew 19.8% year-on-year to ₹9,571 crore, with television contributing ₹5,117 crore (up 16.4%) and digital growing faster at 24% to ₹4,449 crore. Meanwhile, sports sponsorship spends rose 7% to ₹7,943 crore, representing 42% of the overall market.
The report notes that growth was driven by premiumisation and improved asset monetisation rather than inventory expansion. Despite regulatory headwinds, including the exit of Real Money Gaming players, the ecosystem remained resilient, with traditional sectors stepping in to absorb premium inventory.
Sports celebrity endorsements reached ₹1,350 crore in 2025, marking a 10.3% increase over the previous year. Cricket dominated this segment as well, contributing 87% of the total value at ₹1,178 crore. The endorsement landscape is also evolving, with a shift towards equity-led partnerships and deeper integration with teams and leagues, positioning athletes as strategic collaborators rather than just brand ambassadors.
Ashwin Padmanabhan, Chief Operating Officer, WPP Media South Asia, said, “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.”
Vinit Karnik, Managing Director – Content, Sports & Entertainment, WPP Media South Asia, added, “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.”
As India’s sports economy enters a phase of consolidation, the report highlights that the convergence of media innovation, fan engagement and sustained brand investment will be key drivers shaping the next phase of growth, reinforcing sports as a rapidly evolving and structured business sector in the country.
