India plays for global glory as companies back the game

MUMBAI: Corporate India is stepping up investments in the country’s sports ecosystem, with capital flowing into infrastructure, leagues and athlete development, as the sector emerges as a high-growth business opportunity backed by rising returns and policy support.Industry experts say the trend has accelerated over the past few years, with both govt spending and private participation pushing India’s sports economy into what they describe as a ‘sweet spot’ of expansion. The increased funding is also reinforcing confidence in India’s global sporting ambitions, including hosting the Centenary Commonwealth Games in 2030 and pursuing a bid for the Summer Olympics in 2036.According to KPMG’s report, ‘Sportlight — The business of sports in India’, the investments come at a time when the broader sports industry, currently estimated at around $19 billion, is projected to nearly double to $40 billion in the coming years, driven by growth across media rights, sponsorships, grassroots development and sports infrastructure.

For companies, the real game lies in returns — and the numbers are compelling. Leagues have transformed into high-impact marketing arenas, delivering unmatched visibility and audience engagement. Sponsorships, franchise ownership, and athlete partnerships now offer measurable ROI, brand loyalty, and deep emotional connect with millions — often outperforming conventional advertising channels.The inflow of corporate capital is also beginning to impact athletes directly, with increased access to sponsorships, better training facilities and exposure to professional ecosystems. Stakeholders say this is helping unlock talent across disciplines beyond cricket, contributing to a more diversified sports culture in the country.At the same time, improved infrastructure and a more structured sports economy are strengthening India’s position as a potential global sporting hub. With large-scale events on the horizon and continued investor interest, the sector is seeing rapid changes across its value chain, from grassroots to elite competition.

Companies, meanwhile, continue to evaluate newer opportunities across emerging leagues and untapped sports segments.