Beyond Cricket: How brands can win over India’s niche sports fans

While cricket remains the undisputed king of sports in India, the country’s sporting landscape is evolving rapidly. Football leagues like the Indian Super League (ISL) and the English Premier League (EPL), kabaddi’s rise through the Pro Kabaddi League (PKL), and the booming esports industry have all found dedicated audiences, thanks to the proliferation of digital streaming platforms. JioCinema, Disney+ Hotstar, and SonyLIV are now catering to these niche fan bases, offering brands a golden opportunity to engage with highly passionate and loyal communities.

According to Mehul Gupta, Co-Founder & CEO, SoCheers, brands need to be highly specific in their approach to engaging niche sports audiences. Creating content that truly resonates with each fan base is key. This could include exclusive interviews with players, behind-the-scenes footage, or interactive quizzes related to their favourite teams—elements that capture the attention of highly engaged viewers.

“Another crucial strategy is leveraging sports influencers who are popular within these niches. Their authentic connection with fans allows brands to seamlessly integrate their messaging in a way that feels natural and credible. Additionally, building online communities around these sports is essential. Platforms like Reddit and Discord serve as hubs where passionate fans can connect, discuss, and share their enthusiasm. Live events and experiences can play a significant role in brand engagement. Watch parties, meet-and-greets with players, and other interactive experiences create memorable moments that strengthen brand loyalty and deepen audience connections,” Gupta adds.

Brands can tap into India’s diverse sports audiences on streaming platforms by developing targeted, niche-specific content, opines Chintan Shah, Director - Customer Success & Content Management, Sportz Interactive. This could include exclusive behind-the-scenes footage, documentaries, and commentary in regional languages.

“Utilizing data-driven advertising, brands can enhance engagement with interactive features like live polls and AR/VR experiences, as well as gamification elements such as fantasy leagues. Additionally, brands should aim for seamless integration into streams, provide exclusive access, and use real-time analytics to refine their strategies, effectively reaching and resonating with fans of football, kabaddi, and esports,” he adds.

While cricket continues to be the leading sport in India, the growing popularity of football, kabaddi, esports, and other niche sports is opening up exciting new opportunities for brands to connect with passionate and loyal communities, points out Vipul Arora, Head of Brand Solutions, Gozoop Group.

According to him, streaming services like JioCinema and Disney+ Hotstar are essential in broadening access to these sports, providing brands with unique chances to engage targeted audiences in a more personalized and impactful manner.

Here’s how brands can effectively utilize streaming platforms to connect with these niche audiences:

• Hyper-Targeted Advertising– Digital streaming enables brands to segment audiences based on location, interests, and viewing habits. For instance, a brand aiming at young urban viewers can concentrate on Premier League or esports streams, while those interested in regional markets can delve into kabaddi.
• Regional Language Engagement – With the rise of multilingual commentary and region-specific content, brands can engage with audiences in their preferred languages, making their messaging more relatable and effective.
• Interactive & Shoppable Ads – Unlike traditional TV advertising, streaming platforms provide interactive ad formats, such as real-time polls, AR experiences, and direct shopping links, allowing brands to foster deeper engagement and immediate conversions.
• Sponsorship & Branded Content – Brands can seamlessly integrate into the narrative through custom content, sponsorships of specific teams or leagues, and branded segments during halftime or pre-match shows.
• Community-Driven Campaigns – Niche sports boast highly engaged online communities. Brands can enhance their presence through influencer partnerships, social media activations, and exclusive content tailored to specific fan bases.
• Gamification & Rewards – By leveraging loyalty programs, fantasy leagues, and gamified experiences linked to live sports streaming, brands can encourage deeper user engagement and long-term loyalty.

As digital streaming platforms bring niche sports into the mainstream, brands have a unique opportunity to connect with diverse audiences.

Sky is not the limit!

From AI-curated highlights tailored to individual preferences to AR filters that let fans celebrate goals and wickets in real time, the possibilities are endless. As sports consumption shifts toward digital-first experiences, brands that embrace cutting-edge technology can not only enhance fan engagement but also drive measurable value in an increasingly competitive landscape.

AR and VR have incredible potential, and when combined with AI, this potential multiplies exponentially, says Mehul Gupta.

According to Gupta, sponsorships are already shifting from traditional models to more data-driven approaches, which represent the future of brand engagement in sports. Brands can now measure the actual impact of their sponsorships using key performance indicators and optimize their investments accordingly.

“Imagine AI personalizing the entire sponsorship experience – offering rewards and exclusive content tailored to each fan based on their viewing history and preferences. This not only enhances the user experience, but also generates valuable audience data for brands to refine their strategies further. Innovations such as virtual stadium tours, 360-degree replays, interactive games overlaid on live action, and real-time player stats accessible with a simple tap or scan are just the beginning. These interactive elements can keep fans engaged while significantly increasing brand interactions,” he points out.

“These are exciting times for sports and technology,” says Gupta. “The possibilities are truly endless!”

As live sports streaming continues to grow, brands can innovate by adopting dynamic sponsorship models and utilizing advanced technologies like AI, AR/VR, and blockchain, says Chintan Shah. He believes AI can enhance fan engagement through personalized content recommendations, predictive analytics, and real-time ad placements. AR/VR provides immersive experiences, such as virtual stadium tours and interactive filters that bring fans closer to the action.

“Incorporating gamification elements like fantasy leagues and in-stream challenges can significantly boost viewer interaction. Exclusive behind-the-scenes content and multi-angle streaming options further elevate the viewing experience. Additionally, integrating social media and encouraging fan-generated content can build a strong community around the sport. The use of blockchain and NFTs can introduce transparency and offer unique digital collectibles. By leveraging these innovations, brands can forge deeper connections with fans, enhance engagement, and deliver exceptional value,” he concludes.

As live sports streaming continues to redefine fan engagement, brands have an unprecedented opportunity to innovate through next-gen sponsorship models and cutting-edge technologies like AI, AR/VR, and interactive experiences, points out Vipul Arora.

Here’s how brands can leverage these advancements to drive deeper connections and maximize value:

1. AI-Driven Personalization & Predictive Engagement

Insights powered by AI can assist brands in delivering highly personalized content, including tailored offers, dynamic ad placements, and predictive suggestions based on user preferences.

Chatbots and AI commentators can offer real-time statistics, trivia, and interactive engagement during live events.

2. AR/VR-Enhanced Immersive Experiences

Brands have the opportunity to create AR filters, 3D holograms, and virtual meet-and-greets with players, allowing fans to feel a closer connection to their favourite teams.

VR-enhanced match viewing experiences can immerse fans in a stadium-like environment, where sponsors can seamlessly integrate their branding into the virtual space.

3. Interactive & Shoppable Sponsorships

Shoppable ads during live streams allow users to buy merchandise, limited-edition collectibles, or game-day offers directly while watching.

Engaging formats like live polls, trivia, and real-time predictions keep users involved while subtly weaving in brand messaging.

4. Blockchain & NFT-Driven Fan Engagement

Limited-edition digital collectibles (NFTs) showcasing iconic match moments, signed memorabilia, or exclusive behind-the-scenes content can help brands create a sense of exclusivity.

Tokenized loyalty programs can reward users with unique benefits, such as VIP experiences, discounted match tickets, or special brand offers.

5. Gamification & Fantasy League Sponsorships

Brands can partner with streaming platforms to incorporate their products into fantasy sports leagues, prediction games, and rewards programs linked to live matches.

Custom-branded in-game challenges and leaderboards can boost fan participation and foster long-term engagement.

6. Multi-Screen & 5G-Powered Engagement

As 5G technology expands throughout India, brands have the opportunity to create seamless, high-speed second-screen experiences. Fans can access real-time statistics, player insights, and live social conversations without having to leave the match screen.

Multi-screen sponsorships that synchronize live game action with mobile experiences – such as instant replays, multi-angle viewing, and co-viewing with friends – add additional layers of engagement.

He points out that live sports streaming has evolved beyond mere viewership; it now emphasizes active participation and immersive experiences. With advancements in AI, AR/VR, blockchain, and gamification, brands can move away from traditional sponsorship models and develop impactful, digitally native engagements that truly connect with today’s sports audiences.

Also Read: CRED's The Long Game: ‘West Indies & Sunil Gavaskar’ story beyond cricket