Two things happened in the last one week that is sure to push badminton lovers into introspection.
2012 London Olympics bronze medallist shuttler Saina Nehwal announced that she is long retired from badminton, with her body not being able to keep up with the demands of the sport.
The BWF India Badminton Open 2026 concluded last Sunday, drawing a lot of attention not for standout performance by local players but for all the wrong reasons. The tournament did not attract much advertising or sponsorship nor did it have major broadcast or streaming partners vying for rights. The BWF webpage mentioned a presenting sponsor as Yonex while HSBC and Etihad Airways were the only two title sponsors for the tournament.
Stars without a system
Discovery-owned Eurosports and Eurosports HD were the TV partners where viewers could watch the game. Some reports say the channel reaches 246 million subscribers in more than 75 countries, but there was hardly any buzz around the event hosted on Indian soil.
So what will it take for badminton to find a key place in a brand’s media plan?
It is a fast-paced, easily understood game that India has a sizeable play in. “What it lacks is the glamour and funding of cricket,” says Hayden Scott, creative head, Virtue Asia. “A game will become popular when it is promoted correctly. Currently funding is low, facilities are poor. Compare that to your average IPL match and you have your answer.”
Viewership without valuation
These numbers will give the big picture. The Indian sports industry was projected to reach Rs 1.3 lakh crore in 2025, with a 12–14% annual growth rate, aiming for double that size by 2030. The revenue pie is heavily dominated by cricket, specifically the IPL (valued at $8.8–$9.6 billion), backed by rapid growth in media rights, sponsorships, and emerging sports leagues.
Non-cricket sports like kabaddi, football, and volleyball are growing but still represent a much smaller share, around 15% of the total advertising spend. Which is paradoxical because badminton ranks among the top six most-watched sports in India, with high fan engagement, particularly for top-tier international events. The Premier Badminton League previously garnered an average viewership of 1.2 million per day, showcasing consistent interest in the league format.
Of course, there are many individual stars who also attract good endorsement money but as a sport “badminton is not making any effort to bring money into the game”, says Prashant Joglekar, founder, SportsBiznet.
Tennis, for instance, has extensively leveraged Artificial Intelligence (AI) and digital technology through partnerships with firms like Infosys and HCLTech to enhance fan engagement and tournament operations. Earlier this month Infosys and ATP unveiled Ally, an AI chatbot to elevate fan experience. “BWF needs to engage with the fanbase because these days brands do not only see the reach of the sport, but also what kind of engagement the sport is bringing to the table,” adds Joglekar.