India's Sports Economy Surpasses US$2 Billion Milestone in 2025

India's sports economy reached ₹18,864 crore (US$2.134 billion) in 2025, crossing the US$2 billion mark for the first time, according to WPP Media's 13th annual Sporting Nation report.

The figure represents 13.4% growth from ₹16,633 crore in 2024 and nearly double the ₹9,530 crore recorded in 2021, reflecting an 18.6% compound annual growth rate over four years.

Cricket Commands 89% of Total Revenues

Cricket remains the dominant force in India's sports economy, generating ₹16,704 crore in 2025, up 17.9% year-on-year. Its share of total industry revenues rose to 89%, compared with 85% in 2024.

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The sport accounts for 95% of total media spends, 81% of sponsorship spends, and 87% of endorsements. The Indian Premier League, India's Champions Trophy victory, and the Women's Premier League are cited as key contributors to cricket's expanded commercial footprint.

"The Indian sports economy crossing the US$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," said Ashwin Padmanabhan, Chief Operating Officer of WPP Media South Asia.

Media Spending Now Leads All Revenue Categories

Media spends overtook sponsorship as the largest revenue category in 2025, contributing 51% of total industry value at ₹9,571 crore, a 19.8% year-on-year increase.

Digital advertising grew fastest within this segment, rising 24% to ₹4,449 crore. Television advertising reached ₹5,117 crore, up 16.4%.

Sports sponsorship grew 7% to ₹7,943 crore, accounting for 42% of total industry value. The report notes this growth was driven by higher pricing per sponsorship unit rather than the addition of new inventory, indicating stronger pricing power across premium assets.

Sports celebrity endorsements reached ₹1,350 crore (US$153 million), a 10.3% increase. Cricket athletes accounted for ₹1,178 crore (US$133 million) of that total.

Endorsement Model Shifting Toward Equity Partnerships

The WPP Media report documents a structural change in how brands work with athletes. Endorsement arrangements are moving away from straightforward ambassador fees toward equity-linked deals and deeper integration with teams and tournaments.

"Sport today sits at the intersection of culture and commerce, and brands are increasingly becoming part of the narrative rather than just sponsors," said Vinit Karnik, Managing Director of Content, Sports and Entertainment at WPP Media South Asia.

The IPL's media rights trajectory illustrates the broader asset appreciation story. Rights have escalated from approximately ₹4 crore per game at inception to ₹118 crore per game at the most recent bidding cycle.

Women's Cricket and Non-Cricket Segments Cited as Next Growth Frontier

The Women's Premier League and India's women's ODI World Cup victory are named as commercial growth contributors in the report. The WPP Media findings position women's cricket as a commercially measurable asset rather than a reputational play alone.

Despite the exit of Real Money Gaming brands from sports sponsorship due to regulatory pressures, total sponsorship spending still grew 7%, with traditional sectors absorbing the vacated premium inventory.

The report identifies non-cricket sports, emerging leagues, and grassroots infrastructure investment as prerequisites for reducing cricket's concentration and expanding the total market for sports sponsorship in India.

WPP Media's Sporting Nation report is now in its 13th consecutive edition, making it the longest-running systematic tracker of India's sports sponsorship landscape.