Quick answer: Sports sponsorship in India reached ₹7,943 crore in 2025 within a ₹18,864 crore sports economy. Cricket takes 89% of revenue, so mid-size brands often get better value in running events, school and corporate leagues, emerging sports and local athletes, especially with content rights and measurable outcomes built in.
India’s sports business crossed $2 billion for the first time in 2025. For brands, the question is no longer whether to invest in sport. It is where. This post breaks down the latest numbers on sports sponsorship in India and what they mean for brands that are not spending IPL-sized budgets.
The 2025 Numbers at a Glance
According to WPP Media’s Sporting Nation report, India’s sports economy reached ₹18,864 crore in 2025, up 13.4% from ₹16,633 crore in 2024.
| Revenue Stream | 2025 Value | Growth vs. 2024 |
|---|---|---|
| Advertising on Sports Content | ₹9,571 crore | +19.8% |
| Sponsorship (Ground, Team, Franchise) | ₹7,943 crore | +7% |
| Athlete Endorsements | ₹1,350 crore | +10.3% |
Cricket Still Dominates, and That Is the Opportunity
Cricket accounted for 89% of total sports revenues in 2025, including 81% of sponsorship spending. Sponsorship revenue from non-cricket sports actually fell 12.2%. For big brands, that means crowded, expensive cricket inventory. For smart mid-size brands, it means less competition and potentially better prices across other sports.
Image suggestion: Add your donut chart showing cricket accounting for 89% of India’s sports revenue compared with 11% for all other sports.
Running: The Fastest-Growing Grassroots Platform
India now hosts more than 1,200 running events a year. Marathon sponsorship revenue has been growing at around 15% annually, while sponsorship across the wider running ecosystem is estimated at over ₹800 crore.
The audience is urban, health-focused and often running for a cause. This creates opportunities for brands in banking, health and nutrition, insurance, wearables, apparel and real estate.
The Mumbai and Bengaluru marathons together contributed approximately $65 million to their host cities in 2025, according to Brand Finance. However, brands do not need to secure title sponsorship of a major marathon to benefit. City 10Ks, corporate runs and community running series can offer meaningful reach at a fraction of the cost.
Image suggestion: Add a photograph of a crowded city 10K starting line with sponsor branding on the arch.
Where Mid-Size Brands Get the Best Value
Brands do not always need national-level sponsorships to make an impact. Smaller sports properties can offer focused audiences, direct engagement and opportunities to create memorable brand experiences.
- Running events: Create brand-owned experiences through hydration zones, recovery stations and finisher booths.
- School and inter-school leagues: Connect with students and parents within a specific geographic catchment.
- Corporate tournaments: Build B2B visibility and relationships with business owners, professionals and decision-makers.
- Emerging leagues: Explore kabaddi, football, volleyball and pickleball, where some properties may offer more accessible entry costs and partnership opportunities.
- Local athletes: Collaborate with emerging athletes through micro-endorsements, authentic storytelling and targeted social media campaigns.
Three Sports Sponsorship Trends to Watch in 2026
1. Content Over Logos
Brands increasingly want sponsorship packages that deliver more than logo placement. Video content, creator collaborations, athlete interviews and social media rights can extend a sponsorship’s value beyond the event itself.
2. Measurable Outcomes
Sponsors increasingly look for measurable business outcomes, including leads generated, product samples distributed, registrations completed and audience engagement. Establishing clear objectives and measurement methods before signing a sponsorship agreement helps brands evaluate their return on investment.
3. Women’s Sport and Participation
Growing opportunities in women’s sport and participation-led events are creating additional options for brands. These properties can help sponsors reach specific audiences, build meaningful associations and explore partnerships in categories that may be less saturated than established men’s sporting properties.
Frequently Asked Questions
Sponsorship spend was ₹7,943 crore in 2025, within a total sports economy of ₹18,864 crore.
How Big Is the Sports Sponsorship Market in India?
No. Running events, school leagues and emerging sports offer affordable entry points with targeted audiences
Distance running has shown strong sponsorship growth. Emerging leagues offer value, though their sponsorship revenue is less stable than cricket’s
Match the audience to your customer, check what content rights come with it, and agree measurement before signing.
Find the Right Sports Sponsorship Opportunity for Your Brand
Sports sponsorship is not just about putting your logo on a jersey or event banner. It is about reaching the right audience, creating meaningful experiences and turning sporting moments into measurable business opportunities.
Not sure where your brand fits in sport? THE KIKA Sports & Events helps brands identify, shape and activate the right sports opportunities to achieve their marketing objectives.