India’s sports sector is forecasted to grow from $52 billion in 2023 to $130 billion by 2030, marking an impressive compound annual growth rate (CAGR) of 14%. This growth is largely fueled by the increasing popularity of multi-sport fandom and the rising influence of Generation Z, which now makes up 43% of India’s sports audience. The Deloitte-Google report highlights the shift in India’s sports culture, where fans now follow several sports, a significant change from cricket’s traditional dominance. While cricket still leads, emerging sports like kabaddi, football, and indigenous games are gaining traction.
The shift towards digital consumption is another key factor. With 93% of Gen Z fans consuming sports content online, platforms like YouTube and social media are seeing increased engagement. Fans are spending more time on short-form content such as highlights and behind-the-scenes footage, presenting opportunities for brands to personalize interactions using AI technologies. This digital-first consumption model opens new avenues for growth, especially in interactive experiences and fantasy sports.
Economically, the sports industry is set to generate $21 billion in indirect tax revenue and create 10.5 million jobs by 2030. Esports, growing at an impressive 25% CAGR, is projected to reach $200 million by the same year. The popularity of sports merchandise and apparel is expected to soar, driven by increased fitness awareness and the rising demand for products related to popular athletes and teams. Moreover, broadcasting rights and sponsorship revenues, particularly from leagues like the IPL, continue to rise.
However, challenges persist, such as low government spending on sports infrastructure. India’s per capita sports budget is currently far behind countries like the UK and Australia. Nonetheless, initiatives like the National Sports Policy 2024 and public-private partnerships are working to bridge this gap. AI and cloud technologies are also advancing sports training and fan engagement, particularly in rural areas where access to resources is limited.
The sports fan base is diversifying, with rural areas now accounting for 59% of fans and women making up 36%. To capitalize on this growth, the report stresses the importance of content localization and catering to regional languages. This inclusive approach, alongside the promotion of indigenous sports, is key to expanding India’s sports market and enhancing its global presence.
