Rise of indigenous sports: How brands can tap potential of authentic marketing platforms

The perception of indigenous sports in India has undergone a notable transformation over the past decade. Initially considered regional or grassroots activities, these sports have steadily gained recognition, particularly with the rise of leagues like Pro Kabaddi, which has sparked a broader interest. This shift can be attributed to several factors, including the changing preferences of audiences, the emergence of structured sports leagues, and the growing role of brands eager to tap into regional and grassroots markets.

Indigenous sports such as Kabaddi, Kho-Kho, Wrestling, and Panja Fight, once considered traditional pastimes, have transitioned into professional platforms, offering high-energy competitions that resonate with a younger audience. As a result, these sports are no longer confined to rural areas but have gained a following in urban centers, attracting substantial media attention, government backing, and high-profile endorsements.

For many of these sports, success lies in the connection they have with local culture and heritage, which brands are increasingly recognizing as an authentic and meaningful form of marketing. In recent years, there has been a significant push to integrate these sports into the mainstream, with leagues and tournaments gaining visibility through digital platforms and media coverage.

How has the perception of indigenous sports evolved among audiences and brands over the past few years?

Suhail Chandhok, CEO, U Mumba, noted, “The perception of indigenous sports has certainly evolved with audiences and also brands over the last, I would say, 10 years, ever since Pro Kabaddi began and literally overnight became a sensation. I think from season two of Pro Kabaddi onwards, brands have started looking for the India story as well. I think one of the biggest changes in India over the last decade is also the change in regional affinities—the localization that brands are looking for as well. And that’s something that has played a big role in the rise of branding as per their state, as per certain cities, as per language as well. And that has played a significant role. Therefore, sports like Kabaddi, Kho-Kho, and several others have come to the limelight. While several leagues have come and gone, there are some leagues that have sustained themselves on the back of actually being an indigenous sport and having the ability to tap into Naya Bharat or Tier 2, Tier 3 India as well.”

Sudhanshu Mittal, President, Kho Kho Federation of India, listed the following growth drivers of indigenous sports:

• Increased recognition due to structured federations across the country and globally, along with the formation of the Ultimate Kho Kho League and events like National Championships, Asian Championships, and now, more global events like the Kho Kho World Cup 2025, which have put the sport on the map.
• Shift from “rural pastimes” to a structured sport, making the game faster and more appealing to Gen Z, with modern appeal aided by mat-based gameplay.
• Growth of national pride as indigenous sports are now being seen on global platforms and recognized as carriers of cultural heritage.
  
  

Parvinn Dabass, Co-founder, Pro Panja, noted, “Indigenous sports starting with Kabaddi, which led the boom of indigenous sports, people will always relate to it and understand it much better since they’ve grown up with these sports and, there's a, a great love for them, especially if they are entertaining. Brands come on board depending on how many eyeballs there are or if there’s a certain sport that they want to attach to anyways. There are certain sports like kabaddi, Kho-Kho and Panja, which are getting mass acceptance because they are both intentional sports and entertaining as well. At the end of the day, people have got to want to watch the sport on broadcast and it has to be visually entertaining enough to watch, and that is when brands come on board.”

“The perception of indigenous sports has evolved significantly, with growing appreciation from both audiences and brands,” said Swapnil Jain, Managing Director, Pavna Group, adding, “Traditional sports like Kabaddi, Kho-Kho, Wrestling, Handball, and Panja Fight have always had a strong grassroots following in India, but they’re now stepping into the mainstream. Increased media coverage, government backing, and high-profile endorsements have played a huge role in this shift.”

“Audiences are beginning to see these sports not just as regional pastimes but as exciting, high-energy competitions with deep cultural roots. Meanwhile, brands are realizing their potential as authentic marketing platforms—offering connections to heritage, community, and raw athleticism that mainstream sports often can’t replicate,” he further said.

Speaking about the growth of Padel sport, Navdeep Arneja, COO, World Padel League, elaborated, “Padel was invented in the late 60s as a sport that was a unique combination of tennis and squash, in terms of the skills required, rules and physical structure and interestingly, had its International Federation set up in 1991, about 34 years ago. Considering the awareness for the sport has picked up significantly only recently, one tends to think of it as a traditional sport from Mexico that gradually spread across Spain, and eventually to other parts of the world. I’d rather call padel an ‘emerging sport’ that is gaining recognition with an increasing number of people playing and watching it across the globe.

There has been a remarkable shift in the way audiences and brands perceive non-mainstream sports. They’re no longer looking at engaging with only the most popular sports but are drawn to new, less conventional sports that offer a unique experience and a fresh twist on traditional sports. For emerging sports, there has been a surge in sponsorships and collaborations that favour brands in the longer run, as the barrier to entry is low and the sense of community and accessibility is high.”

What challenges do indigenous sports face in competing for sponsorships against established leagues like IPL or ISL?

According to Suhail Chandhok, the biggest challenge that the indigenous sports face is that they are not in the limelight for long enough. “Even with a sport like Kabaddi, it has taken a long time for recall value to set in stone. That is why we started the Yuva Kabaddi Series—because while the Pro Kabaddi League lasts about two and a half months a year, for the remaining nine to nine and a half months, the sport still needs to stay in the minds of people.”

The sport of Kabaddi needs to remain relevant. Now, the ISL is a six-month-long league. The IPL, while only two months long, benefits from the Indian team playing cricket year-round. There are other leagues, bilateral series, the Asia Cup, and the Champions Trophy, ensuring that cricket remains in the consumer’s mindset. So, the more OTT platforms and television channels appeal to sports like Kabaddi and other indigenous sports, the more these games will stay in the public eye. And suddenly, we will start to see more household names emerge from the sport.

“When that happens, these challenges will start to fade. We’ll also see greater involvement from top corporations. Kabaddi will continue expanding beyond India, as we have already seen with its international growth. And as that happens, these challenges will naturally diminish,” Chandhok added.

Sudhanshu Mittal noted few of the challenges:

• Indigenous sports like Kho Kho face the challenge of limited media reach and lack of precedence compared to more established sporting platforms.
• New sports often struggle to attract risk-averse brand managers, who prefer investing in platforms with a proven track record or established success stories.
• The first edition of the Kho Kho World Cup was a test of confidence for all stakeholders and successfully demonstrated that Kho Kho has much more to offer.
• The World Cup was exceptionally well-executed, with brands acknowledging its success and appreciating the ROI delivered.
• Despite the short time available, we are deeply grateful to the brands that believed in us and became part of this incredible journey, laying the foundation for the future of indigenous sports.

Parvinn Dabass acknowledged, “We can’t compete with IPL,” and added, “The other challenges that indigenous sports face is that when a certain indigenous sport comes up, I think brands wait for a couple of years to see how many people are going to watch the sport, how that particular league is being projected and marketed, what kind of heroes or athletes are emerging from that league. So, there’s a lot of waiting and watching before brands get a hang of the sport. It’s only after a couple of years that brands understand how they would connect with that sport. The organic connection and understanding needs to come from the brands themselves, and that comes after viewing the sport and seeing the reaction of the audience.”

Swapnil Jain, too, agreed that indigenous sports face stiff competition in attracting sponsors, especially against massive leagues like IPL and ISL. He said, “The biggest challenges include limited media visibility, as coverage for these sports is still far behind cricket and football, and a lack of professional structure, with many sports still developing proper league formats, player contracts, and marketing strategies.”

Additionally, their fan base, though passionate, remains relatively niche compared to mainstream leagues, and corporate sponsors often perceive them as a riskier investment. However, the tide is turning. To attract sponsorships, indigenous sports must leverage digital platforms by streaming matches online and engaging fans through social media, strengthen league infrastructure with more structured tournaments and professional contracts, and highlight their cultural and social impact to appeal to brands that value authenticity and grassroots connections.

He further said, “With the success of leagues like Pro Kabaddi, sports such as Handball and Kho-Kho are beginning to carve out their own commercial identities. The key lies in packaging and promoting them in ways that resonate with modern audiences and forward-thinking brands.”

According to Navdeep Arneja, “Owing to the scale and stage of non-mainstream sports, the perceived return on investment (RoI) is usually low. Sponsorships in established leagues come with a proven track record of success, impressive viewership ratings, and consistent growth, making them a relatively low-risk investment for brands. Additionally, with compelling broadcast slots and extensive media coverage, brands tend to lean towards bigger leagues for greater visibility, especially when it is a product in the mass segment. But I see these as challenges from year one to three, which is usually the teething period for any recurring live event, and once you surpass that phase, you start attracting more partners as a result of a solid foundation.”

Key sponsorship trends in the indigenous sports arena

Suhail Chandhok believed that brands could spend one-tenth or one-twelfth of the money on big leagues and still could get bang for their money. “You’re spending perhaps one-tenth, one-twelfth of what you would spend for an IPL franchise, but you’re getting one-third the viewership. And I think that’s such a strong message, particularly given that we are seeing hyper-localization that brands are searching for.”

Elaborating further, he said, “Here, you have a target audience that’s pretty much set in stone. You know it’s a young audience that is watching Kabaddi as well, both male and female. And I think for any product within that consumer range, today we have a diaspora of India that’s spending a lot more money. The per capita income is rising within the middle class of India, and there’s such a large percentage of that number that you’re tapping into. So, when you look at the popularity of Kabaddi, you’re talking about approximately 300 million viewers per year versus the 700 million-plus of the IPL, but what you’re paying for it means you’re getting real value when it comes to indigenous sports.

Therefore, it appeals to FMCG brands, apparel brands, and tech brands that are well-priced within the target audience.”

Sudhanshu Mittal emphasized, “All brands that believe in the Bharat story and resonate with the journey of “Mitti to Mat” have seen immense merit in Kho-Kho’s platform and were quick to support it. Focus on regional markets and hyper-local storytelling has emerged as a significant trend, enabling brands to connect with grassroots audiences.”

Parvinn Dabass noted, “One of the key sponsorship trends that we observe for indigenous sports is that there are specific brands which want to attach themselves to a specific sport. So, without naming any particular brands, I think they do identify a sport with the ethos and how their brand will relate to it and adopt that sport. And it is a very healthy trend to grow the sport and the brand simultaneously.”

According to Swapnil Jain, “Sponsorship trends in indigenous sports are evolving towards cultural storytelling and authenticity, as brands seek to associate with sports that celebrate India's heritage and traditions. Community-centric initiatives are also gaining traction with many sponsorships, including grassroots programs aimed at uplifting local talent.”

Additionally, sustainability and social impact have become key focus areas, with brands supporting eco-friendly initiatives that align with their values. The rise of digital and experiential engagement has further transformed sponsorship strategies, as companies leverage technology-driven fan experiences, interactive social media campaigns, and live-streaming on digital platforms. Various industries are stepping in to support these sports, including FMCG brands, which see them as a way to connect with regional audiences; apparel and sportswear companies, responding to the growing demand for specialized gear and merchandise; and tech firms, integrating data analytics and AI-driven training tools to enhance fan and athlete experiences.

Moreover, tourism and hospitality sectors are recognizing the potential of promoting these sports to attract visitors and boost regional tourism. With structured leagues and increasing media attention, sports like Handball and Kabaddi are witnessing rising sponsorship interest, signaling a promising future for indigenous sports in India.

Navdeep Arneja noted, “It has been a healthy mix of industries in the last few years – conventional partners like sports gear, health & fitness, apparel and FMCG continue to be relevant and unconventional sectors like real estate, BFSI and even sustainability-focused brands have also found their sweet spot in this segment. Increasingly, the sponsorship pattern is moving from product-led narratives to value-led strategies and that is what's driving this change.”

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