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India's sports industry reached Rs 16,633 crore in 2024, driven by sponsorships (including Ground, team, and Franchise fees), athlete endorsements, and advertising expenses on related content, according to a report.

The GroupM ESP report noted that the Indian sports industry has expanded sevenfold since 2008, when the Board of Control for Cricket in India (BCCI) introduced the franchising format through the Indian Premier League (IPL). 

This surge in growth highlights the increasing commercialization of sports in the country.

<a href="https://www.storyboard18.com/how-it-works/sports-adex-up-7-in-2024-to-reach-rs-7989-cr-groupm-61034.htm">Sports AdEx up 7% in 2024 to reach Rs 7,989 cr: GroupM</a>

Cricket, synonymous with India’s sporting identity, remained the undisputed leader, accounting for 85% of the overall sporting industry revenue. With total spending of Rs 14,173 crore ($ 1,687 million), cricket contributed Rs 472 crore ($56 million) to the incremental value in 2024, registering a 3% year-on-year rise. The remaining 15% share was attributed to Emerging Sports, which saw a 19% rise in revenue gain of Rs 396 crore ($47 million).

While the business of cricket thrived on two factors--Team India’s international matches and IPL--the 2024 year also saw challenges due to a 31% reduction in the number of games played by the men's team.

According to the report, the combined revenue of all IPL sponsorships fell short of the goals set for the 2024 edition. Overall sponsorship spending across sports saw a modest 1% rise over 2023.


Sports endorsements saw a 32% growth from CY2023 to CY2024 – the highest annual growth rate in 14 years, driven by increased fanfare for Team India and the victory in the ICC T20 World Cup 2024.

The total endorsement spending crossed the Rs 1,000 crore mark for the first time, reaching Rs 1,224 crore ($ 146 million) - almost double the figure from just three
years ago.


Cricketer-led brand endorsement value surged to Rs 1,054 crore ($ 125 million).

Apart from cricket, the Olympics proved to be the prime mover in the endorsement space. Brands exuded trust in athletes from emerging sports – registering 46% YoY growth at Rs 170 crore ($20 million). Athletes such as Manu Bhaker, Neeraj Chopra, and PV Sindhu ensured a nearly 50% growth YoY in the endorsements pie.


"The dynamics of the sports industry are usually reflected in numbers. Sponsorships, athlete endorsements, and advertising expenses collectively propel the sector to greater heights, driving its evolution towards a more mature ecosystem. Several factors shape this trajectory, from macro-level forces like socio-cultural shifts, economic trends, and technological advancements, to distinct field-specific commercial dynamics," Subhamoy Das National Director, GroupM ESP said.

India's sports industry hits Rs 16,633 crore in 2024, driven by sponsorship, endorsements: GroupM

The tournament, set to take place in Switzerland this summer (2–27 July), is anticipated to be the most viewed and attended UEFA Women’s EURO to date. With the game’s growing popularity, Unilever aims to leverage the platform to showcase its portfolio of brands – including Power Brands Hellmann’s, Knorr, Dove, and Rexona – with integrated campaigns that reach consumers in, at, around and away from the stadium.

Robbert de Vreede, General Manager Unilever Foods Europe said: “We are thrilled to partner with the UEFA Women's EURO 2025, enabling our Foods brands to connect with a large audience who come together enjoying the thrill of a football match with friends whilst sharing delicious foods. Just as a great BBQ brings people closer, football unites fans in a shared experience of passion and camaraderie. In this partnership we will create memorable moments that highlight the best of summer – good food, great company, and beautiful games.”

Fulvio Guarneri, General Manager Unilever Personal Care Europe said: “This is an exciting opportunity for some of our biggest brands to tap into a big cultural moment and connect with millions of consumers who will be watching the UEFA Women’s EURO 2025. It’s a great time for women’s football, and this partnership fits perfectly with our Personal Care products which are all about feeling clean and confident, and taking part in sports.

“Together with our retail partners, we look forward to building on the success of last year’s men’s tournament, delivering unmissable campaigns across a variety of channels that celebrate the power of women’s football.”

Guy-Laurent Epstein, UEFA Marketing Director said: “Building on the success of our collaboration last summer, we are delighted to be continuing our partnership with Unilever for UEFA Women’s EURO 2025. The support and interest in women’s football is on a sharp upward trajectory, and with Unilever’s portfolio of Food and Personal Care brands reaching billions of people every day, we look forward to celebrating the power of the game and bringing excitement to fans everywhere.”

The partnership will see the brands activate a range of initiatives designed to enhance the fan experience and promote the company's commitment to growing the women’s game, removing barriers to entry, and inspiring the next generation. Fans can expect to see Unilever's Foods and Personal Care brands prominently featured throughout the tournament, both on and off the pitch.

This announcement solidifies Unilever's strong presence in the global sports arena, following high-profile partnerships with the FIFA Women’s World Cup 2023, FIFA World Cup 2026, the FIFA Women’s World Cup 2027, the CAF Africa Cup of Nations, and the CONMEBOL Copa América.



Unilever backs women’s football as official sponsor of UEFA Women's EURO 2025

Indian cricket legend Sachin Tendulkar, the recipient of the prestigious Col CK. Nayudu Lifetime Achievement Award, delivered a heartfelt speech at the BCCI's annual Naman Awards 2025 ceremony.

With a standing ovation accompanying the award presentation by ICC Chairman Jay Shah, Tendulkar revisited the values passed on by his father, which have shaped both his life and career.

Reflecting on a pivotal chapter from his playing days in the mid-90s, Tendulkar revealed how his commitment to his family's principles cost him dearly.

"In the mid-90s, I played for two years without a bat contract, because they were alcohol and tobacco companies promoting heavily at that time, using bats as a medium to advertise. But all of us at home had taken this decision that I would not promote tobacco or alcohol," he explained. This sacrifice, which led to a two-year gap without a bat sponsorship, was a testament to the values he embraced from an early age.

Tendulkar went on to emphasize that family was the cornerstone of his success. "So that was one big decision in the mid-90s that we, as a family, took and for two years I played without a contract. When it comes to values, I feel that family was my backbone and my strength in my career," he added.

Addressing the next generation of cricketers, Tendulkar offered words of wisdom on maintaining discipline and focus. "I would say, without cricket, all of us wouldn't be sitting in this room. For me, it has been the ultimate gift of my life."

"We have bat and ball, and if there is no solid grip over that, or you start losing grip over the bat and ball, you kind of slowly start losing over your career also," he added. He stressed the importance of avoiding distractions and upholding a standard of conduct that not only benefits personal growth but also elevates India's stature in the cricketing world.

"Just go out, give your best, and make the most of this opportunity, because you only realise once you've stopped playing cricket, where you were a few years ago. So, all the very best to you," Tendulkar concluded.

'In the mid-90s, I played for two years without a bat contract': Sachin Tendulkar reflects on his early playing days

The Board of Control for Cricket in India (BCCI) is set to introduce a performance-based variable pay structure for its contracted players, according to a report by the Indian Express.

The move follows a series of disappointing performances, including back-to-back Test series losses against New Zealand and Australia.

A key meeting was held last Saturday in Mumbai between BCCI officials, head coach Gautam Gambhir, and chief selector Ajit Agarkar to discuss the changes.

The proposal aims to hold players more "accountable" for their performances on the field, with the possibility of a pay cut for those not meeting expectations.

In addition to the performance-linked pay structure, new norms for players' families during overseas tours are also being considered.

Under the new guidelines, players' wives and family members will no longer be allowed to stay for the entire duration of the tours. For longer series, families can stay for only 14 days, and for shorter tours, the limit will be reduced to just seven days.

Furthermore, the BCCI plans to enforce unity within the squad by mandating that all players, regardless of their stature, travel together on the team bus. This rule will extend to Gautam Gambhir's manager, who will no longer be permitted to stay at team hotels, watch matches from the VIP box, or use the team bus.

These changes are part of the BCCI's effort to strengthen discipline and focus within the team as they prepare for the upcoming ICC Champions Trophy in the UAE, set to begin on February 19.

BCCI set to implement performance-based pay structure for players

Jay Shah, the recently appointed chairman of the International Cricket Council (ICC), is expected to attend the special general meeting (SGM) of the Board of Control for Cricket in India (BCCI) in Mumbai on Sunday, as a "special invitee."

According to The Telegraph, the SGM, convened to elect the new secretary and treasurer of the BCCI, will see Assam's Devajit Saikia assume the secretary role, and Prabhtej Singh from the Chhattisgarh State Cricket Association take over as treasurer unopposed. 

This transition comes after Ashish Shelar vacated the treasurer position upon his induction into the Maharashtra cabinet as a minister.

Saikia, who was recently appointed interim secretary by BCCI president roger Binny under special constitutional powers, will formally take charge at the meeting.

Shah’s presence as ICC chairman marks a significant moment. Sources cited in the report confirm that Shah's participation aligns with a precedent set by former ICC chairman N. Srinivasan, who attended BCCI meetings during his tenure in 2014-2015.

While ICC rules prohibit formal association of the chairperson with member associations, the BCCI’s constitution lacks explicit restrictions, allowing Shah to attend. Shah is also expected to be felicitated during the meeting for his elevation to the ICC chairmanship.

Amid the procedural transitions, a petition challenging the tenure of BCCI vice-president Rajeev Shukla could stir controversy. The petition, submitted to the electoral officer, alleges that Shukla’s cumulative tenure exceeds the nine-year limit prescribed by the Supreme Court.

The SGM may also address Team India’s recent performance in Australia, though it remains uncertain whether formal interactions with the support staff and selection committee will take place.

Meanwhile, the Cricket Association of Bengal (CAB) will be represented by president Snehasish Ganguly, albeit without voting rights, as the association failed to submit his name by the stipulated deadline.

ICC chairman Jay Shah to attend BCCI's SGM as 'special invitee'

Renowned actor, entrepreneur, and sports enthusiast Abhishek Bachchan has invested in the European T20 Premier League (ETPL), a private franchise cricket tournament sanctioned by the International Cricket Council (ICC). 

The event, scheduled from July 15 to August 3, 2025, involves teams from Ireland, Scotland, and the Netherlands, alongside international players.

The ETPL's development has been guided by an interim working group made up of representatives from the participating cricket boards and strategic partner Rules Sport Tech, which acts on behalf of the funding partners. This group is finalizing administrative structures and key operational details.

Speaking about his investment in the European T20 Premier League, Mr. Abhishek Bachchan said, “Cricket is not just a sport; it’s a unifying force that transcends boundaries. The ETPL is the ideal platform to showcase cricket’s growing global appeal. With cricket being included in the 2028 Olympics, its popularity will further surge. I’m humbled and excited about this unique collaboration between the cricket boards of Ireland, Scotland, and the Netherlands. I sincerely thank the ICC and the three boards for their tireless work, and I have immense faith in our team to bring this event to fruition. I congratulate Warren, Saurav, Priyanka, Dhiraj, Andrew and the countless others who have been working hard over the last year in making this a reality. I am dedicated to working with all stakeholders to ensure that the ETPL becomes a resounding success, bringing cricket closer to millions across Europe. This is just the beginning. It’s time to roll up our sleeves and let the games begin.”

Mr. Warren Deutrom, CEO of Cricket Ireland and Chair of the ETPL, welcomed Abhishek’s involvement: “We are delighted to welcome Abhishek Bachchan as a co-owner of the ETPL. His deep passion for sports and entrepreneurial acumen add tremendous value to our vision of elevating the status and profile of European cricket. With ICC’s support, Abhishek’s commitment to our shared vision, alongside the exceptional expertise brought to the tournament by Saurav, Priyanka and Dhiraj from Rules Sport Tech, we believe we can create a cricket experience that elevates the game, inspires young talent, and provides a tremendous platform for European cricket on the global cricketing stage.”

Mr. Saurav Banerjee, Director, ETPL, highlighted the region’s potential: “Cricket, the second most-watched sport globally, is gaining significant momentum in Europe. With 34 out of 108 ICC members from this region, we aim to make cricket a major sport here, building a legacy that players, fans, and stakeholders can proudly celebrate. This would not have been possible without the support of Cricket Ireland, who have been tirelessly working with us over the last year to make this happen. We also look forward to working closely with Abhishek, whose commitment to sports and active involvement has been truly inspiring."

Mrs. Priyanka Kaul, Director, ETPL, added: “Starting with six teams — Dublin, Belfast, Amsterdam, Rotterdam, Edinburgh, and Glasgow - and with prominent media partners ensuring extensive coverage, the tournament will reach audiences worldwide, with Europe, India, Australia, England, being some of the key markets. Abhishek’s deep passion for sports and enthusiasm in this initiative have been invaluable. We look forward to continuing this exciting collaboration with him on this journey.” 

Mr. S Ravi, Founder of Ravi Rajan Group and Abhishek Ravi, Partner Ravi Rajan Group and Financial Advisor to the ETPL, emphasized the league’s financial integrity: “Transparency and due diligence are at the core of the ETPL. With robust financial oversight, we are committed to building a trusted and sustainable platform for all stakeholders.” 

Financial oversight is managed by the Ravi Rajan Group and KPMG, ensuring transparency and robust planning. A formal launch event is expected in due course, where the public will learn more about franchise ownership, player drafts, and further details ahead of the inaugural ETPL season in 2025.

Abhishek Bachchan joins ICC-sanctioned European T20 Premier League as co-owner

The Board of Control for Cricket in India (BCCI) has called an urgent meeting of its Apex Council to appoint former Chief Election Commissioner (CEC) Achal Kumar Jyoti as the electoral officer, as per reports.

This is for the upcoming elections for the vacant positions of Honorary Secretary and Honorary Treasurer. These positions were recently vacated following Jay Shah's appointment as the ICC Chairman on December 1, and Ashish Shelar's new role as a Cabinet Minister in Maharashtra's government.

Read more: <a href="https://www.storyboard18.com/how-it-works/ashish-shelar-steps-down-as-bcci-treasurer-after-taking-cabinet-minister-oath-in-maharashtra-50604.htm">Ashish Shelar steps down as BCCI treasurer after taking Cabinet Minister oath in Maharashtra</a>

According to BCCI's constitutional guidelines, a Special General Meeting (SGM) must be convened within 45 days of an officer-bearer's resignation to elect a successor, the report added. 

Additionally, the board is required to appoint an electoral officer at least four weeks prior to the election. 

In line with this requirement, the board has proposed the appointment of Jyoti, a retired IAS officer from the 1975 Gujarat cadre, who served as India's Chief Election Commissioner from July 2017 to January 2018.

At present, Assam's Devajit Saikia is performing the duties of the interim Secretary, while the Treasurer's position remains vacant.

Meanwhile, the BCCI’s financial health continues to impress. The board's bank balance surged by approximately Rs 4,200 crore this year, bringing its total reserves to an astonishing Rs 20,686 crore. 

A significant portion of the BCCI’s income stems from IPL media rights and bilateral cricket rights, alongside revenue generated from the International Cricket Council (ICC).

Read more: <a href="https://www.storyboard18.com/gaming-news/bcci-considers-saudi-arabia-for-ipl-mega-auction-venue-44221.htm">BCCI considers Saudi Arabia for IPL mega auction venue</a>

The IPL media rights deal, struck in June 2022, brought in an extraordinary Rs 48,390 crore for a five-year period. The BCCI's financial statement for FY2024 highlights a substantial increase in earnings, with the board's income growing from Rs 16,493 crore in FY2023 to Rs 20,686 crore.

In FY2023-24, the BCCI exceeded its revenue projections, earning Rs 8,995 crore instead of the projected Rs 7,476 crore.

BCCI calls for emergency meeting to appoint electoral officer for vacant secretary and treasurer posts

India is setting a stage to become a growing Licensing and Merchandising (L&M) industry. Whether through celebrity-led licensing deals or sports intellectual properties (IP) boosting IPL franchise fandom via merchandise, the sector is growing rapidly. Experts estimate L&M sales in India at approximately $2 billion this year, compared to $356 billion globally. 

Despite higher inflation and slowing retail growth worldwide, the L&M industry grew by 4.6% in 2023 and is projected to maintain a healthy compound annual growth rate (CAGR) of 4.5% through 2032. Platforms like FanCode have sold over 140,000 units of sports merchandise, with more than 85% of sales comprising licensed apparel.

A report by Maximize Market Research valued India’s sports merchandising market at $673.34 million in 2022, projecting growth to $1.93 billion by 2029, at a CAGR of 16.2% from 2023 to 2029.

Dhiraj Vats, a seasoned brand licensing professional, highlighted Location-Based Experiences (LBE) as a key growth sector, integrating experiential and direct consumer interactions across character brands, sports franchises, entertainment stars, and influencers. Despite challenges from inflation, Vats noted that L&M strategies have bolstered Fast-Moving Consumer Goods (FMCG) and services, overcoming geographic and economic barriers.

Celebrity Licensing 

Both Hollywood and Bollywood celebrities have extended their brands across various categories. Indian examples include Virat Kohli's Wrogn, Katrina Kaif's Kay Beauty, Salman Khan's Being Human, and Hrithik Roshan's HRX. Globally, Rihanna’s Fenty, Kylie Jenner’s Kylie Cosmetics, and Kim Kardashian’s SKIMS serve as benchmarks.

Sandeep Dahiya, Founder and CEO of Branquila Brand Ventures, emphasized that licensing in India is still perceived as brand marketing rather than a revenue model. He compared merchandising revenues, citing that while Manchester United earns over $100 million, top IPL teams generate only $2–3 million. Dahiya also pointed to Netflix’s L&M strategy, which expanded into over 10 categories, and noted a shift in India’s L&M sector from a focus on children to engaging adult audiences.

According to the 2023 Licensing International study, the global licensing industry grew by 8.02% in 2022, with the South Asia/Pacific region achieving 12.4% growth. Globally, entertainment and character licensing contribute 41% of revenue, while in India, this figure is only 26%.

Blockbuster Indian films like Bahubali and Pushpa demonstrate the potential for movie-centric L&M, akin to Hollywood franchises such as Marvel, Star Wars, and The Godfather. Vats believes Bollywood is just beginning to explore this trend.

Experiential Licensing and IP Innovation

Today, multiple brands are leveraging on the popularity of Intellectual Properties (IPs) such as concerts, sports leagues, amusement parts and licensed immersive experiences. From brand launches to integrations, multiple FMCG, automotive and apparel brands are connecting with GenZs to enhance their reach and fandom. 

Theia Enterprise India Private Limited the exclusive licensee of Da Vinci Genius in India recently launched multiple merchandises of Mona Lisa and the Last Supper, Tabish F Khan, Founder and Director at Theia Enterprise India Pvt. Ltd said, “The immersive experience that we create around Da Vinci has been widely being acknowledged by brands. Multiple brands plan their launch at our immersive experience venue.” 

Khan said, “Brands in the apparel or stationary sectors are creating cool stuff around Mona Lisa. This innovation that we have brought to India is exceptional and this is an IP that is not only creative but is now being explored widely by brands.” 

Sports Merchandising Growth

The global licensed sports merchandise market, valued at $30.8 billion in 2021, is expected to grow to $52.04 billion by 2030 at a CAGR of 6%. FanCode, a major player in India, has partnered with international sports organizations such as FIFA, ICC, NBA, and MotoGP. The company has grown fivefold over three years and aims to double its subscriber base this year, tapping into India’s 600 million sports fans, 136 million of whom are avid followers.

In 2024, Mumbai Indians collaborated with innovative hemp brands like Ecentric and cutting-edge gaming accessory providers like Cybeart, among others. The full spectrum of licensees now encompasses a wide range of categories, including replica apparel from PlayR, Suditi (Apparel), Fancode (Apparel), Ecentric (Apparel), Celio (Apparel), Skechers (Apparel), EUME (Backpacks and Travel accessories), Cybeart (Gaming chairs), Parksons (Playing Cards), CrunchBox (Popcorn), Chupps (Footwear Sliders), Boldfit (Training Gear), and Dudeme (JIT Apparel), further enhancing the experience of fans.

Dahiya noted the need for greater creativity and imagination in driving brand extensions and collaborations in India. He also emphasized the importance of stronger IP laws to protect licensors and licensees.

The 2023 Review of Notorious Markets for Counterfeiting and Piracy (the Notorious Markets List), released by the US Trade Representatives, identified 39 online and 33 physical markets. The report included three Indian markets in New Delhi, Mumbai, and Bengaluru, as well as three online markets reportedly involved in substantial trademark counterfeiting or copyright piracy.

A survey conducted by the Authentication Solution Providers' Association (ASPA) and the Credit Rating Information Services of India Limited (CRISIL) revealed that consumer perception suggests counterfeiting affects 25-30 percent of the market, higher than general industry expectations. Counterfeiting is particularly prevalent in the FMCG, apparel, and agro-chemical sectors, accounting for approximately 30 percent.

From Pushpa swag to IPL drip, India's growing craze for merchandise

The much-anticipated Indian Premier League (IPL) 2025 mega auction is expected to unfold on November 24 and 25 in Riyadh, Saudi Arabia, according to reports.

While the Board of Control for Cricket in India (BCCI) has yet to officially confirm the auction's location or dates, sources close to the matter indicate that final arrangements are being made, with an announcement expected soon.

However, complications have arisen as the action coincides with India's first Test match against Australia in Perth, scheduled for November 22 to 26. 

Disney Star, the broadcaster for both the IPL and the India-Australia Test series, is keen to prevent a direct overlap between the two significant events. Fortunately, due to the time difference with Australia, if the auction is held in the afternoon (IST), it is likely to avoid clashes with match broadcasts.

As several franchises have already declared their player retentions, the spotlight will undoubtedly shine on five star players who are expected to ignite intense bidding wars. 

Teams are strategizing to secure top talent within their budgets, with Rishabh Pant’s explosive wicketkeeping-batsman role, Shreyas Iyer’s dynamic leadership potential, and KL Rahul’s batting consistency being particularly attractive in the high-stakes IPL environment.

Reports suggest that BCCI officials have already conducted preliminary visits to Saudi Arabia to assess potential venues for the auction. 

A second delegation is set to travel to the Gulf nation on Monday to finalize the details. While Jeddah was initially under consideration, Riyadh has emerged as the most likely host city for the two-day auction. 

Other international locations such as Dubai, Singapore, and even Vienna were explored, but Saudi Arabia seems to have been chosen as the preferred venue.

Given this move outside of India, IPL franchises are urging the BCCI to confirm the venue and dates as soon as possible to allow adequate time for travel and logistical arrangements. 

With a retention deadline of October 31 already passed, teams are now focusing on finalizing their player lists ahead of the much-anticipated auction.

Read more: <a href="https://www.storyboard18.com/gaming-news/bcci-also-considering-singapore-as-an-option-for-ipl-2024-mega-auction-44904.htm">BCCI also considering Singapore as an option for IPL 2024 mega auction</a>

IPL 2025 mega auction set for Riyadh amid scheduling challenges

The ICC Board has recommended a revision to the terms for its Chair and independent Director, suggesting a switch from the current three terms of two years to two terms of three years, as per reports.

If approved by the members, this would mean that BCCI Secretary Jay Shah, who is set to take over as ICC Chair on December 1, 2024, will lead the cricket body for a three-year term, with the possibility of a second three-year stint.

Read more: <a href="https://www.storyboard18.com/brand-makers/jay-shah-elected-as-independent-chair-of-international-cricket-council-icc-40744.htm">Jay Shah elected as Independent Chair of International Cricket Council (ICC)</a>

This change would align with Shah's tenure with his cooling-off period from the BCCI, which begins in September 2025. Under Indian cricket's rules, an individual can serve a total of 18 years across the state unit and BCCI, with a mandatory three-year break after six consecutive years.

In other developments, the ICC approved a series of women's Associate Member T20 competitions to enhance the competitiveness of small cricketing nations. 

These tournaments will be part of the women's cricket expansion plan for 2028-2031 and include two annual T20 events starting from 2025 to 2028, providing a pathway for teams to qualify for the 16-team ICC Women's T20 World Cup in 2030.

The ICC also greenlit the 2025-2029 Women's Futures Tour Programme (FTP) and calendar, along with updates to the Women's rankings system.

Starting from May 2025, teams must play a minimum of eight matches for ranking eligibility, an increase from the previous six, reflecting the rise in international fixtures.

Lastly, a mechanism for granting ODI status to five Associate Member women's teams for the 2025-2029 cycle was confirmed, with selections based on team performance in the 2025 ICC Women's Cricket World Cup Qualifier and the ICC T20I rankings.

Read more: <a href="https://www.storyboard18.com/brand-marketing/icc-announces-record-prize-money-for-womens-t20-world-cup-2024-42664.htm">ICC announces record prize money for Women’s T20 World Cup 2024</a>

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