In a year that has already seen India’s sports broadcasting landscape evolve significantly, the ICC World Test Championship Final 2025 between South Africa and Australia, held at Lord’s, proved that Indian fans remain deeply invested in top-tier cricket—regardless of the team in play. Despite India’s absence in the finale, JioStar registered millions of viewers from across the country, driven by strategic cross-promotion and a growing appetite for high-quality sports content.
In a conversation with Variety, Sanjog Gupta, CEO – Sports and Live Experiences, JioStar, attributed this success to a carefully calibrated content strategy that was seeded during IPL 2025. “We didn’t drop the full show at one go, but actually staggered it starting [during] the IPL,” he said, explaining how the platform leveraged the IPL’s popularity to create anticipation and awareness around the Test Championship.
This strategy aligns with the larger vision that JioStar is steering toward—one where fandom is cultivated through technology, creativity, and consistency. “Our journey actually begins at that point [of rights acquisition] to grow fans for the property, to deepen fandom for that property, and to be able to extract disproportionate value from that property,” Gupta noted.
A $500 Million Bet on Sports-Led Storytelling
JioStar is investing $500 million across production, marketing, and technology to elevate its sports offerings. This push reflects the company’s firm belief in the exponential potential of India’s sports ecosystem. According to the Think Sports: Unlocking India’s $130B Sports Potential report by Google and Deloitte, the Indian sports sector is on course to reach $130 billion by 2030.
Gupta affirmed JioStar’s continued commitment to this space. “Till such time as sports, sporting properties, sports rights, continue to deliver on these four tenets of the investment thesis, we will continue to invest in them,” he stated, outlining a focus on reach, engagement, monetization, and longevity of sports properties.
Beyond Sports: Building Cultural Moments
JioStar’s ambitions aren’t limited to cricket or conventional sports. Gupta highlighted the Coldplay concert at Narendra Modi Stadium on January 26 as a defining moment in the company’s live experiences journey. “We believe that day, by virtue of being 26 January [India’s Republic Day], one of the biggest bands in the world performing at one of the biggest stadiums in the world would create what could be a cultural zeitgeist moment,” he said.
By blending music, culture, and sport, JioStar is signaling a shift in how live events are imagined and delivered in India.
Vision for a Sporting Nation
At the heart of JioStar’s roadmap lies a vision to transform India into a true sporting nation—one where every fan is served an immersive bouquet of experiences. “Our mission is to serve one fan as many sports experiences as possible, powered by the interplay of technology and creativity,” Gupta said, summing up the company’s long-term intent.
As India’s appetite for sport continues to evolve, JioStar is positioning itself as more than just a platform—it aims to be a catalyst in shaping fandom, storytelling, and the very culture of sport.
