Indian sports sponsorship at a transformative phase: Trends & sectors shaping the future

The Indian sports sponsorship landscape is undergoing a rapid evolution, driven by a surge in digital engagement and a shift towards performance-based partnerships. Brands are seeking innovative ways to connect with audiences, leveraging platforms like OTT, social media, and influencer collaborations. Beyond cricket, sports like football and kabaddi are gaining prominence, offering brands opportunities for targeted campaigns.

As the industry matures, a focus on sustainability and social impact is emerging. Brands are aligning with causes that resonate with their audience, such as youth development and environmental initiatives. Furthermore, in-stadium advertising continues to be a powerful tool, with digital innovations enhancing fan engagement and brand visibility. With a diverse range of sports and a growing appetite for sports content, the future of sports sponsorships in India looks promising.

Trends shaping the sports sponsorship landscape in India

Aakriti Vohra, Global Delegate India, LALIGA  believes one of the key trends shaping the industry is the rise of digital and performance-driven sponsorships. Brands are increasingly looking for measurable returns on their investments, leveraging sports partnerships to drive digital engagement, social media visibility, and e-commerce traffic. OTT platforms, social media activations, and influencer collaborations have become essential components of sponsorship deals, allowing brands to reach targeted audiences more effectively.

Another trend, according to the spokesperson, is the growing focus on traditional and region-specific sports. With the increasing penetration of regional media and vernacular content, brands are exploring partnerships with regional leagues and tournaments to build connections in Tier 2 and Tier 3 markets. Properties like the Pro Kabaddi League (PKL), regional football leagues, and even traditional sports events are becoming vehicles for hyper-localized engagement. For example, BKT Tires, an Indian tire company and a global sponsor of LALIGA, sponsored 8 out of the 12 teams in the Pro Kabaddi League during the 2019 season.

Aakriti Vohra further adds, “Sectors like FMCG, BFSI (banking, financial services, and insurance), and auto remain significant contributors to sports sponsorships, but the most aggressive growth is coming from new-age industries like startups, consumer technology, and gaming. Technology and innovation are also transforming sponsorships, with sectors like fintech gaming, and edtech leading the charge. Companies in these industries are heavily investing in sports sponsorships to tap into India's young, tech-savvy demographic. For example, fantasy gaming platforms like Dream11 and MPL have become prominent sponsors across multiple sports. During the pandemic, edtech companies like BYJU’S and Unacademy also partnered with high-profile cricket and football properties to enhance their brand presence, though this trend has since slowed. Notably, Dream11 and edtech brand Hero Vired have previously been regional sponsors of LALIGA.”

Satish Menon, CEO, Punjab Kings, notes, “The sports sponsorship landscape in India is seeing a significant shift towards digital integration and fan engagement. Brands are leveraging technologies like AR/VR, data-driven insights, and personalized content to connect with their audiences more meaningfully. Fintech, gaming, and ed-tech sectors are leading this evolution, with a rise in regional brands investing in leagues like kabaddi and football as these sports gain traction in smaller markets. There is also a trend for brands to build associations with sports properties. These need not necessarily be media-facing associations like jersey spots but associations with player and team image rights. Bundled with digital activations, we now have high partner interest.”

“Digital-first campaigns, led by brand films and supported by activations, have become a dominant strategy in recent times,” observes Keith Braganza, Lead Sports at TheSmallBigIdea, adding, “Sponsors are increasingly leveraging partnerships to boost brand visibility in key markets. Brands are now focused on creating strategic integrations with teams or leagues, aiming to foster meaningful collaborations that add value to their marketing efforts. Leading sectors include fantasy gaming, technology, FinTech, logistics, consumer electronics, and automotive companies.”

Parvin Dabas, Co-Founder, Pro Panja League, points out, “It’s not just a routine sponsorship that brands are looking for. They are looking to find actual connections in the sport that will resonate with their target group. And there are more brands which are trying to adopt a particular sport as well. Recently, we saw Bingo come on board with pickleball. I feel it’s a very good trend because it helps the brand find a very good fit with the sport and vice versa, where it actually makes sense rather than, that you’ll be seen this many times on TV and you’ll have your logo here and here you’re actually trying to look at a much deeper connection between the brand and the sport. And I think some of the sectors, like I just mentioned, FMCG and I think automobiles as well, so there are some sectors which are leading this evolution, so to speak.”

Speaking about the esports sector Rohit Jagasia, Founder and CEO of Revenant Esports said, "I believe the esports sector is rapidly evolving, especially in the realm of sponsorships. Historically, naming rights deals were rare in both traditional sports and esports. However, this trend is now gaining traction in esports, signaling a significant shift in how brands engage with teams and organizations."

Sponsorship budgets

Aakriti Vohra notes, “The sports sponsorship landscape in India is evolving rapidly, driven by changing consumer behaviour, digital transformation, and the increasing commercialization of sports beyond cricket. While cricket continues to dominate, sports such as football, kabaddi, and even esports are gaining traction among younger, urban audiences, attracting both traditional and non-traditional sponsors. Sustainability and social impact are beginning to influence sponsorship strategies. Brands are seeking partnerships that align with their values, focusing on campaigns that promote inclusivity, youth development, or environmental sustainability. Initiatives such as supporting grassroots football programs, as we do in our case with LALIGA Academy Schools India or empowering women in sports are gaining prominence, reflecting a shift toward purpose-driven sponsorships.”

“Lastly, brands are increasingly focused on going the extra mile to activate their sponsorships in innovative and engaging ways. For example, with LALIGA in India, we have collaborated with all our sponsors to execute unique and impactful activations. During the pandemic, we partnered with BKT Tires and Puma to create a contactless mask dispenser, a timely and creative solution that resonated with consumers during a challenging period. This trend of leveraging innovative ideas that capture the pulse of the moment is becoming increasingly important for brand activations,” the spokesperson adds.

Satish Menon notes, “Sponsorship budgets have grown steadily, especially for marquee properties like the IPL. Even during challenging times like the pandemic, brands redirected their budgets towards digital-first sports platforms. Beyond IPL, there’s been a gradual increase in investments for emerging leagues like PKL and ISL as brands look to diversify their portfolios. There’s also a growing demand for integrated partnerships that combine branding, content, and digital activations to maximize ROI. Interestingly, we also see trends where sponsorship budgets expand to include amplification budgets.”

Keith Braganza adds here, “Sponsorship budgets in India have seen substantial growth in recent years, driven by a 360-degree marketing approach that integrates digital innovations. The rising prominence of non-cricket sports and the inclusion of women’s teams in major leagues have broadened investment opportunities, increasing brand involvement in sports sponsorships.”

Parvin Dabas believes, “Sponsorship budgets have evolved in the last few years. They are not just looking at having their logo put in a certain place or their ad played, but also a deeper connection where they are looking at social media and other mediums as well. Activations, where the brand and the sport have a much deeper connection, are also important. So, I think the budgets are more spread out and much more smartly spread out, in terms of where they can get maximum bang for their buck, which is a very smart thing. Because we, as a sports entrepreneur, are also looking at providing maximum value to the brand and sponsor, because that is what is going to be making our ad space much more valuable in the coming years as well.”

Rohit Jagasia noted,"At Revenant, as one of the premier esports teams in the country, we’ve consistently maintained strong sponsorship support from the brands we’ve partnered with. In fact, we’ve never experienced a significant drop in sponsorship budgets. Looking ahead, the end of 2024 and into 2025 appears promising, with brands planning aggressive investments in esports as a powerful medium to capture the attention of Gen Z and Millennials."

Role of in-stadium advertising

Aakriti Vohra notes, “Sports sponsorship is growing, and football stadiums offer an unrivalled platform for brand visibility. LALIGA is one of the most important global football competitions, broadcast worldwide on around a hundred broadcasters with millions of viewers. In addition, the values of the competition are very powerful, with campaigns such as LALIGA VS, against violence, hate, racism or bullying, which makes it particularly interesting for committed brands to partner with LALIGA and its clubs. And, for this, the best scenario is the stadiums. One of LALIGA's best tools is the LED perimeter system of the U TV, an advertising support that surrounds the pitch and that did not exist before and has replaced the fixed billboards. Currently, LALIGA has a virtual LED that allows the brands to alternate depending on the country in which they are broadcast on the TV signal. This makes it possible, for example, to segment the audience and show local sponsors at LALIGA matches in each country.”

Satish Menon believes in-stadium advertising plays a crucial role in delivering high-impact visibility for brands. He says, “It’s not just about the live audience; the amplification through TV and OTT platforms enhances value. For teams like ours,  Punjab Kings, in-stadium branding – LED boards, giant screen branding, activation zones, and fan engagement activities – creates powerful moments reinforcing brand association. While digital is growing, the physical presence in the stadium adds authenticity and emotion that’s hard to replicate elsewhere.”

According to Keith Braganza, “In-stadium advertising offers high visibility to both live and televised audiences, enhancing brand recall through strategic placements such as boundary ropes, LED boards, and player kits. It also creates opportunities for fan engagement through on-ground activations and interactive experiences. Automotive brands have elevated in-stadium advertising by incorporating their products into the venue and leveraging moments where the product becomes part of the action, such as a ball breaking the glass of a displayed car.”

Parvin Dabas says, “I think stadium advertising plays a huge overall role in the brand’s overall sponsorship strategy, especially since it is become digitized now and you can make it very creative and interesting. And of course, it’s always seen at certain times, and it’s actually seen during the whole play, rather than as a sponsor spot in a newspaper or something. So, it’s much more visible during the actual play. And it’s always great to see that brand while the action is happening. It’s a lot more engaging, especially if the brand itself is a little creative in the way they are presenting that with digital signboards and everything.”

Has IPL set unrealistic standards for sponsorship costs

Satish Menon opines, “Sponsorship investments are proportionate to the value delivered. The IPL provides cricket audiences beyond the Indian subcontinent. As a global property attracting cricket fans, the investments are not unrealistic. Other sports and non-IPL cricket leagues have their audiences and deliver value proportionate to the investments. What remains the same is the involvement of the sports fan and the value proposition for partners.”

Keith Braganza notes, “The IPL’s massive viewership and commercial success have set high sponsorship benchmarks, making it challenging not only for other cricket leagues but, more importantly, for other sports leagues to compete. This often leaves these leagues struggling to attract sponsors at comparable rates, despite offering niche or regional engagement opportunities.”

On the other hand, Parvin Dabas believes, “I don’t think IPL has set unrealistic standards for sponsorship costs because there are different price points. Not every league costs as much as the IPL to run, and that’s a good thing. Certain brands may have the budget for IPL, but others may not. Other leagues, including ours, can provide better value or ROI to these brands. While cricket has a huge following, some other leagues can offer a good value in terms of ROI. This gives sponsors a wider field to choose from, and brands that can’t afford IPL still have other sports to consider. Sports provide a very good, active kind of branding for companies, much better than other forms of advertising. So, different price points exist, making sports sponsorship accessible to a range of brands.”

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