It's raining money for sports in India as leagues make a killing

It’s raining money for sports in India as leagues make a killing

 IPL ad revenues to top Rs 2000 crore this year even as others look at big monies 

It’s 365+ days of live sports, 365+ days of moolah

The hallelujah time for Indian sports continues as there’s no stopping the money rain.

The television spectacle that started with IPL spilled over to give rise to over ten different sporting leagues in the country with several more in the offing.

As IPL continues to rule the roost, others like Indian Super League, Premier Badminton League, Pro-Kabaddi league are fast increasing their share of the advertisement pie with their increasing viewership

Sports sponsorship is over $1 billion industry now, growing at a healthy 14% a year. 2017 was the ‘golden’ year which saw the best ever on-air revenues coming in


Of the total advertisement pie, sports contribute almost 12% of the expenditure.  Sports advertising includes media spends, on-ground sponsorships, team sponsorships as well as individuals sportspersons’ endorsements.

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Who wins, Who loses

Cricket continues to be the big daddy, grabbing a lion’s share of both revenue and ratings. It saw a solid 18.9 % growth in 2017 with on-ground sponsorship crossing the magic $100 million marks for the first time. This comes mostly on the back of increasing number of matches besides IPL and two state-run franchise leagues.

Football with a massive 64% jump continues to remain the second biggest sport in the country, both by participation and attendance


A significant contributor to this spike was the 2017 FIFA U-17 World Cup which became the most attended in the history of the event. But overall, it’s the Indian Super League that continues to bring in the maximum moolah especially with Hero Motocorp’s renewed sponsorship. The league has also expanded to 10 teams and a 5-month format owing to its growing popularity.

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Kabaddi, on the other hand, saw a 6.6% decline over the previous year. The Pro Kabaddi league, however, continues to remain the most watched league on TV in India after the IPL. The biggest shot in the arm has been Chinese smartphone major VIVO picking up its title sponsorship for the next 5 years.

With over 2 marathons held on an average every day, distance running is making its presence felt, growing by a huge 32%. Other sports like Hockey, Tennis, Wrestling etc saw a decline in their revenues last year


Let the games continue

The last few years have been exceptional for the Indian sports industry. From cricket’s loss in popularity to Kabaddi rise to fame, from famous stars to budding talents, from extravaganza to rag to riches stories, it has been an interesting journey.

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The future also looks anything but promising.

With more league additions and increasing digital viewerships, it’s definitely going to be crazier and richer

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