India’s sports industry is poised for exponential growth, with projections indicating it will soar from $52 billion in 2023 to $130 billion by 2030. This surge is fueled by a growing multi-sport fan base, the increasing influence of Gen Z audiences, and the rise of digital platforms, according to a recent Deloitte-Google report. With a compound annual growth rate (CAGR) of 14%, the sports sector is set to outpace the country’s GDP growth, highlighting its transformative potential for both the economy and society.
Gen Z And Multi-Sport Fandom Drive Growth
The report, titled Think Sports: Unlocking India’s $130B Sports Potential, reveals that India is home to 655 million sports fans, with Gen Z representing 43% of this fan base. Cricket remains the dominant sport, accounting for 70% of sports-related digital searches. However, other sports such as kabaddi (120 million fans), football (85 million fans), and indigenous sports like kho-kho are also gaining traction, reflecting a shift towards a more diversified sports culture.
“While cricket continues to dominate, the data shows 90% of sports fans follow more than one sport,” said Roma Datta Chobey, interim country lead at Google India. “This trend presents a huge opportunity for emerging sports to engage fans and attract investments.”
The Digital Transformation Of Sports Consumption
The rise of digital platforms is reshaping how Indians consume sports content, particularly among Gen Z. A staggering 93% of Gen Z fans consume sports digitally, with many spending 20% more time on non-live content such as highlights and short-form videos. This shift opens up opportunities for personalized fan engagement through digital-first formats, such as behind-the-scenes footage and interactive experiences.
“Personalization, driven by AI, will be key to capturing Gen Z’s attention, as they seek tailored, immersive experiences,” Chobey explained. This evolution in digital engagement is a game-changer for sports marketing and fan interaction, providing brands with new ways to connect with audiences.
Economic Impact And Employment Growth
India’s sports industry is expected to create 10.5 million jobs by 2030 and generate $21 billion in indirect tax revenue. The sports goods and apparel market, fueled by a growing fitness-conscious population, is projected to double to $58 billion. Additionally, the esports sector is growing at a rapid pace, with a projected CAGR of 25%, and is expected to reach a $200 million market by 2030.
The Indian Premier League (IPL) alone generates $1.2 billion annually, contributing significantly to the industry’s expansion. With government initiatives such as Khelo India and the Target Olympic Podium Scheme (TOPS) bolstering grassroots development and infrastructure, the sports sector is set for further acceleration.
Key Drivers Of Growth: Grassroots Development And Broadcast Opportunities
For sustainable growth, experts emphasize the importance of expanding sports participation at all levels. “The industry’s growth hinges on two key elements: expanding sports participation across the country and creating clear pathways from grassroots to elite levels,” said Prashanth Rao, Partner at Deloitte India. “Progression pathways are critical for generating opportunities in broadcasting, advertising, and merchandise.”
Overcoming Infrastructure And Governance Challenges
Despite its rapid expansion, India’s sports industry faces challenges, particularly in infrastructure and governance. The country’s sports budget per capita ($0.3) is significantly lower than nations like the UK ($9) and Australia ($11). However, with increased funding allocations under the National Sports Policy 2024 and innovative public-private partnerships, India is working to bridge this gap.
“Increased funding and initiatives like the Khelo India Playfield Repository will optimize infrastructure access across the country,” Rao added. Corporate social responsibility (CSR) contributions and technology-driven solutions will also play a pivotal role in accelerating progress.
Technology: A Catalyst For Innovation In Sports
Artificial intelligence (AI) and cloud technologies are transforming various aspects of the sports ecosystem, including talent scouting, athlete training, and fan engagement. Sports-tech startups and athlete management systems in India are laying the groundwork for data-driven scouting and performance monitoring, while digital platforms like YouTube and e-learning tools are democratizing access to modern coaching techniques, especially in rural areas.
“India is making strides in integrating AI, video analysis, and data-backed scouting, even in rural areas, which is a game-changer for grassroots development,” said Rao.
Expanding The Reach Of Rural And Female Audiences
The sports fan base in rural areas has surged to 59%, and women now make up 36% of fans, thanks to the growing popularity of sports like kabaddi, kho-kho, and badminton. This demographic shift signals a huge untapped potential for brands and sports leagues to foster inclusivity and regional engagement.
With 77% of Indian sports fans preferring content in regional languages, the report emphasizes the importance of content localization to reach a wider audience. By promoting homegrown sports and leveraging digital platforms to bridge the urban-rural divide, India has the opportunity to further grow its sports culture and fan base.
The Future Of Sports In India
The report underscores the transformative power of sports as both an economic driver and a catalyst for social change. Romal Shetty, CEO of Deloitte South Asia, highlighted the need for governance reforms, grassroots development, and a unified vision to create long-term, sustainable growth.
“With collaborative efforts, sports can become a cornerstone of India’s growth story, bringing economic prosperity and social unity,” Shetty concluded.
By embracing its growing sports potential, India is well-positioned to enhance its global sporting presence and drive inclusivity across all levels of society.
