The sports sponsorship landscape in India is experiencing a rapid transformation, driven by evolving consumer behaviors, digital innovation and the rising popularity of non-cricket sports. As the industry matures, brands are shifting from traditional sponsorship models to more targeted, performance-driven partnerships, capitalizing on new digital platforms and technologies to enhance their reach and impact. The future of sports sponsorships in India looks promising as diverse sports are gaining traction, creating new opportunities for brands to reach a growing, engaged audience.
Rise Of Digital-First Sponsorships
Cricket has long been the biggest sport in India’s sports sponsorship landscape. However, there is a noticeable shift toward other sports like football, kabaddi and even esports, as they capture the attention of younger, urban viewers. The core of these changes is found in OTT platforms, social media and influencer collaborations, which enable brands to engage audiences in innovative and measurable ways. With the possibility of tracking real-time fan engagement and digital interactions, sponsors now demand more from their partnerships, seeking tangible returns that go beyond logo placement and traditional media exposure.
Targeted Engagement Through Technology
This is one of the defining trends of Indian sports sponsorships to be digital-first. The brands are now using data-driven insights to craft bespoke campaigns through digital platforms like social media, OTT services and influencer-led activations. It has shown that with the success of fantasy sports like Dream11 and MPL and with the popularity of esports, digital engagement can be nicely amalgamated with sponsorships. These platforms allow sponsors to directly connect with tech-savvy, younger demographics who are increasingly consuming sports content online rather than through traditional TV broadcasts.
The Growth of Regional Sports Sponsorships
Regional sports and localized partnerships have also gained much attention. The more regional media and vernacular content become prominent, the more brands are tapping into Tier 2 and Tier 3 markets through sponsorships of regional leagues, such as the Pro Kabaddi League (PKL) and local football tournaments. These partnerships are especially attractive to brands that want to be hyper-localized, thus helping them build deeper connections with communities outside of India’s larger metropolitan areas.
The other important trend within the industry is the growing emphasis on sustainability and social impact in sponsorship strategies. Brands are now partnering with causes that resonate with their target audiences, such as youth development programs, women’s empowerment and environmental sustainability. Sponsorships focused on social good, such as initiatives supporting grassroots football programs or promoting inclusivity in sports, are becoming more common. This fits the larger consumer trend-calling for brands to take a stance on social issues-since young generations expect such engagement.
Role Of In-Stadium Advertising
In-stadium advertising remains an essential factor, alongside the growth of digital advertising. Virtual LED boards and new technologies like AR/VR allow targeting specific audiences by region or even broadcast platform. In-stadium branding, including LED displays, fan engagement zones and activation activities, produces such memorable moments that they develop strong associations between brands and sports properties. For instance, through integration of their products in stadiums, automotive brands provide forms of advertising that go beyond classic billboards and create emotional connections with fans.
However, one thing that has emerged is the fact that sponsorships are expensive to secure, especially for marquee events like IPL. The commercial success of IPL has led to a very high bar that other sports have had to try and match, because it sets a great value proposition. While no one else can compete with IPL on viewership and appeal to a global audience, the smaller leagues and non-cricket sports need to find similar compelling reasons for brands to invest in them.
The Future Of Sports Sponsorship In India
The sports sponsorship landscape in India is becoming integrated, digital-first, and increasingly dependent on performance metrics, fan engagement and social responsibility. In the future, further diversification is expected as the sector matures in terms of sports, sponsorship strategies and types of brands involved. For companies willing to embrace innovation and adapt to the changing landscape, India remains an exciting and dynamic market with vast potential for growth in the sports sponsorship space.
In which direction do you think are the sports sponsorships in India heading to in 2025?
The Sportz Planet Desk,
Atharva Shetye
