India's sports market set to soar: to reach $130 Billion by 2030, Deloitte & Google

• Digital transformation and rise of multi-sport fandom fuel growth
• India's diverse 655 million sports fans represent every demographic
• Gen Z leads India’s sports fan base (43%); driving demand for interactive, personalised experiences
• While Cricket maintains its stronghold, Kabaddi and Football fan bases gain traction

New Delhi, November 14th, 2024: India's sports ecosystem is on the cusp of a major transformation, poised to reach $130 Billion by 2030, according to a new 'Think Sports: Unlocking India's $130B Sports Potential’ report by Google and Deloitte. This growth, a 14% CAGR - nearly double the pace of India's GDP - signifies a fundamental shift in how Indians consume and engage with sports, driven by increasing government investments, a rising trend of multi-sport culture, wide digital adoption, and a range of quality sports content.

Beyond economic growth, sports in India hold immense potential for social change, fostering youth development and empowering communities, highlighting the need for strategic investment in grassroots development and infrastructure to drive positive impact. The report also projects the creation of up to 10.5 million jobs and $21 billion in indirect tax revenue by 2030.

This potential for social and economic growth underscores the need for collaboration across the sports ecosystem. India's booming sports sector presents a huge opportunity - from government agencies and sporting bodies to businesses, investors, content creators, and fans - to collaboratively shape the future of sports and propel the country forward.

Roma Datta Chobey, Managing Director (Interim Country Lead), Google India, said, “This is a pivotal moment for sports in India and the report outlines a clear path to unlock the value of sports for the nation. We're witnessing a surge in multi-sport fandom, a growing popularity of digital platforms, and deep engagement from Gen Z, who represent the largest segment of India's sports fanbase. These trends create a fertile ground for innovation and engagement, presenting unique opportunities for organizations and businesses to connect with passionate fans across the nation. We see immense potential in leveraging the digital ecosystem to enhance the fan experience and advance the growth of the sports sector, especially with AI-driven personalization and insights, immersive technologies, and greater digital accessibility. We are excited about the opportunities to partner with the ecosystem to drive innovation and growth in the sector.'

”Romal Shetty, Chief Executive Officer, Deloitte South Asia, highlighted, “India’s potential to become a global leader in sports is both a tremendous opportunity and a powerful driver for nation-building. The ‘Think Sports’ report authored by Deloitte India and Google underlines how sports in India can go beyond competition, becoming a unifying force that fosters resilience, inclusivity, and ambition across our communities. With the advancements in technology from AI to cloud platforms, we have a unique opportunity to nurture talent from the grassroots level, reaching youth in every corner of the country.

However, to fully realise this vision, we must tackle the challenges of access, infrastructure, and equitable development. By building strong public-private partnerships, we can drive sustained progress in our sports ecosystem, creating new jobs, promoting health, and enhancing India’s global standing.”

“Together, we can make sports a cornerstone of India’s growth story, championing progress, unity, and pride on the world stage,” he further added.

Key trends emerging from the report

90% of fans embrace multi-sport consumption

While cricket remains a national passion, 90% of Indian sports fans now follow multiple sports, with Kabaddi and Football gaining traction with 120 million and 85 million fans respectively. The popularity of sports leagues in Kho Kho and newer leagues in Hockey further underscores this trend. This landscape presents ripe opportunities for diversified investments and cross-promotion across a wide range of sports.

Rise of digital consumption and diverse fanbase

The rise of digital platforms has transformed sports consumption in India. Most fans now access sports content digitally. This trend is even more pronounced among Gen Z, who make up 43% of the fan base, and are driving demand for interactive, personalized experiences. Today, 93% of Gen Z fans consume sports content digitally and more than any other generation, Gen Z fans engage with their favorite sports even during off-season. Across demographics, fans spend 20% more time on non-live content than on live sports events, highlighting a preference for on-demand viewing and shorter, more personalised content experiences.

This digital transformation is occurring alongside a growing diversification of India's sports fans. Of India’s 655 million sports fan base, women now represent 36% of fans, while 59% reside in rural areas, demonstrating the expanding reach of sports across demographics and geographies. Kho-kho and badminton, in particular, are attracting a greater share of women fans.

Growth of sports sub-sectors

The sports goods and apparel market is leading the way, expected to double in value to $58 billion by 2030, driven by a rising fitness culture and increased discretionary spending. 73% of consumers are keen on buying merchandise from their favorite teams or players. With fan engagement and operational efficiency driving innovation, the sports technology sector is ripe for investment, projected to be a $1 billion market with a projected CAGR of 19%. The broadcasting and promotions sector are also experiencing fast growth, with new reach and engagement opportunities catalyzing growth in the sub-sector.

Technology integration driving growth

Technology is reshaping the Indian sports landscape, revolutionizing athlete development, expanding access to resources, and attracting new fans through engaging digital content. AI-powered tools are revolutionizing scouting and training at all levels, while e-learning expands access to sports resources for India's diverse population. With 1 in 2 individuals starting to follow a sport after encountering it online, technology is crucial for driving deeper engagement and unlocking monetization opportunities through social, gamified, and personalized experiences.

By embracing the massive sports opportunity with the power of technology, India can elevate its global sporting presence and truly leverage the deep imprint of sport on Indian popular culture.

The ‘Think Sports: Unlocking India's $130B Sports Potential’ report is the result of a comprehensive collaboration between Google and Deloitte, with consumer insights from Kantar. It combines rigorous analysis with deep market insights, and serves as a valuable resource for anyone invested in the future of Indian sports, offering actionable strategies for stakeholders across the ecosystem.

To know more, read the full report here.

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Notes to the editor for reference purposes only
This press release has been issued by Deloitte Touche Tohmatsu India LLP.Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. Please see www.deloitte.com/about for a more detailed description of DTTL and its member firms.