India’s sports sector is expected to grow at a compound annual growth rate (CAGR) of 14%, almost double India’s GDP growth rate, driven by increasing government investments, the rise of a multi-sport culture, widespread digital adoption, and diverse, high-quality sports content and projected to reach a $130 billion valuation by 2030, revealed the Google-Deloitte report titled – ‘Think Sports: Unlocking India’s $130B Sports Potential’. According to the report, this growth could create up to 10.5 million jobs and generate $21 billion in indirect tax revenue by 2030.
The report also highlights a fundamental shift in how Indians consume sports, with 90% of fans now following multiple sports. Cricket remains dominant, but Kabaddi and football have garnered significant fanbases, with 120 million and 85 million fans, respectively. Digital platforms are reshaping sports consumption, particularly among Gen Z, who make up 43% of the fan base. Notably, 93% of Gen Z fans access sports content digitally, and fans now spend 20% more time on non-live sports content, favouring on-demand and personalised experiences.
“This is a pivotal moment for sports in India and the report outlines a clear path to unlock the value of sports for the nation. We’re witnessing a surge in multi-sport fandom, a growing popularity of digital platforms, and deep engagement from Gen Z, who represent the largest segment of India’s sports fanbase. These trends create a fertile ground for innovation and engagement, presenting unique opportunities for organisations and businesses to connect with passionate fans across the nation. We are excited about the opportunities to partner with the ecosystem to drive innovation and growth in the sector,” Roma Datta Chobey, managing director (interim country lead), Google India, said.
Furthermore, a growing and more diverse fanbase is also evident, with women now representing 36% of India’s 655 million sports fans, and 59% of fans coming from rural areas. Sports like kho-kho and badminton are particularly popular among female fans. Meanwhile, the sports goods and apparel market is set to double to $58 billion by 2030, while the sports technology sector, driven by innovations in fan engagement and operational efficiency, is expected to become a one-billion-dollar market with a 19% CAGR.
“India’s potential to become a global leader in sports is both a tremendous opportunity and a powerful driver for nation-building. The ‘Think Sports’ report authored by Deloitte India and Google underlines how sports in India can go beyond competition, becoming a unifying force that fosters resilience, inclusivity, and ambition across our communities. With the advancements in technology from AI to cloud platforms, we have a unique opportunity to nurture talent from the grassroots level, reaching youth in every corner of the country. However, to fully realise this vision, we must tackle the challenges of access, infrastructure, and equitable development. By building strong public-private partnerships, we can drive sustained progress in our sports ecosystem, creating new jobs, promoting health, and enhancing India’s global standing.” Romal Shetty, chief executive officer, Deloitte South Asia, added.
The report also mentions how technology is playing a pivotal role in reshaping India’s sports landscape. AI-powered tools are enhancing athlete scouting and training, while e-learning platforms are expanding access to sports resources. With one in two fans discovering sports online, digital channels are key to fan engagement and monetisation opportunities. By leveraging technology, India can further enhance its global sports presence and capitalise on the growing integration of sports into its popular culture.