If you think sports are just about the games, you’re missing the money side that’s reshaping India’s market. From cricket’s TV deals to football’s growing fan base, the business side is booming, and you can tap into it whether you’re an investor, a brand, or just curious.
First up, media rights. Broadcasters are paying record sums for live cricket, Indian Premier League (IPL), and even emerging sports like kabaddi. Those deals fund league expansion, better stadiums, and higher player salaries. Next, sponsorship. Companies see sports as a fast lane to millions of eyes, so they spend big on jersey logos, stadium naming rights, and digital campaigns. Merchandising is another cash cow – think official caps, jerseys, and even gaming tie‑ins that fans buy year after year.
Don’t forget ticket sales and hospitality packages. Premium seats, corporate boxes, and fan experiences now come with hefty price tags, adding another layer of revenue. Lastly, player endorsements. Top athletes turn personal brands into profit engines. A good example is tennis star Carlos Alcaraz, whose net worth jumped to $48 million after a marathon French Open win, thanks to prize money and multi‑million‑dollar endorsement deals.
For startups, the sports ecosystem is a gold mine of data, tech, and fan engagement tools. From AI‑driven performance analytics to ticketing platforms that use blockchain, there’s room to innovate. Brands looking to break in can start small with influencer partnerships, then scale up to full‑scale sponsorships as they prove ROI.
Local businesses also benefit by aligning with community sports events. Sponsoring a regional league or a school tournament can boost brand visibility while supporting grassroots development. Meanwhile, investors watch the surge in sports‑focused funds, betting on the next big league or a tech solution that solves a pain point in the market.
Overall, the sports business in India is a mix of big‑ticket deals, fast‑growing fan bases, and endless innovation opportunities. Keep an eye on media rights auctions, emerging leagues, and the athletes who turn performance into cash. That’s where the real action happens for anyone wanting to be part of India’s sports money game.
At 22, Carlos Alcaraz is now worth $48 million, powered by a near $3 million French Open 2025 winner’s check and more than $30 million a year in endorsements. He’s already a five-time Grand Slam champion and ranks eighth all-time in career prize money, surpassing $40.5 million. Despite the fast rise, he still lives with his parents in Spain, and his brand appeal shows no signs of slowing.
1 May 2023
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