Cricket Holds Strong as India’s Leading Sport: GroupM’s 2024 Report

India’s sports industry continues to expand steadily, with cricket maintaining its status as the nation’s most influential sport. According to the 12th annual report by GroupM ESP, the sports and entertainment division of GroupM India, the country’s overall sports sponsorship market rose by 6% in 2024, touching ₹16,633 crore.

The report reflects a decade-long transformation of Indian sports into a powerful economic segment. With consistent growth and increasing commercial interest, the Indian sports sector is edging closer to the $2 billion mark—seven times bigger than it was in 2008.

Despite a slower 1% rise in sponsorship revenues last year—largely due to changes in media rights deals and fewer matches played by the Indian cricket team—the industry showed stability. This signals strong foundational support and widespread brand confidence in sports as a marketing avenue.

Athlete Endorsements See Sharp Rise

One of the key highlights of the report was the record-breaking growth in athlete endorsements. The total value of brand deals with sportspersons reached ₹1,224 crore in 2024, jumping 32% from the previous year. Notably, athletes from non-cricket sports drove a significant part of this growth.

Prominent figures like javelin thrower Neeraj Chopra, badminton star PV Sindhu, and Olympic shooter Manu Bhaker contributed to a 46% increase in non-cricket endorsements. Together, these sports personalities have broadened the appeal of brand partnerships beyond the cricketing sphere.

Sponsorship for emerging sports as a whole grew 19% year-on-year, rising from ₹2,065 crore in 2023 to ₹2,461 crore. Distance running alone accounted for around 25% of this segment, underscoring the rising popularity of fitness-led sports in urban India.

Digital Drives the Future of Sports Marketing

The report also emphasized the growing role of digital platforms in sports advertising. Online spending in the sector saw a sharp 25% rise, indicating that brands are actively shifting towards digital campaigns, interactive content, and influencer-led sports engagement.

Experts believe that India’s sporting economy is transitioning from being cricket-centric to a more diversified and innovation-driven ecosystem. While cricket remains at the center, new sports are steadily gaining ground—thanks to Olympic success, youth engagement, and digital exposure.

With a long-term average annual growth rate of 13% over the last 17 years, India’s sports industry is no longer just about entertainment—it’s a thriving business. As athletes become brand ambassadors and digital media opens new avenues for engagement, India’s sporting future looks more inclusive, dynamic, and commercially robust than ever before.