The sports division of GroupM India launches the 11th edition of the Sporting Nation Report titled ‘Sporting Nation – Building a Legacy,’ analyzing India’s sports sponsorship landscape.

The report named, ‘Sporting Nation – Building a Legacy’, focuses on three key aspects of sports, such as Sponsorships (inclusive of ground, team, and franchise fees), Athlete Endorsements, and Media Spends. As per the report, the total contribution from these three aspects garnered revenue of over INR 15000cr in the year 2023,

CEO of GroupM – South Asia, Prasanth Kumar stated, “Predominantly propelled by cricket and bolstered by emerging sports alongside the rise of OTT platforms, we’ve observed a transformative shift in the consumption and celebration of sports in our country. With a packed calendar of both local and international events, another year unfolds, offering ample opportunities to leverage technological advancements. As marketers, we have to seize this chance once more to champion inclusivity, innovation, and the enduring spirit of sport in our country.”

Over-the-top (OTT) platforms have played a major role in transforming the sports consumption landscape in India, with significant growth observed in digital spending for events like the IPL and ICC Cricket World Cup.

Participatory sports are now central to India’s sports culture, spanning from golf to marathon running, with a market surpassing Rs 1000 crore. The report also celebrates the achievements of Indian women athletes and cricketers, underscoring their global success. Initiatives like the Women’s Premier League are fostering inclusivity and acknowledgment by providing platforms for women cricketers to shine

Vinit Karnik, head – of sports, e-sports, and entertainment, added “In the dynamic landscape of sports commercialisation, the synergy between ground, team and franchise fees, athlete endorsements, and media spends by brands has propelled revenue figures to soar past, marking a significant double-digit growth. This report not only delves into the commercial intricacies but also offers insights into the driving forces and impediments to growth, leveraging digital data and emerging trends to maximise value for all stakeholders.”