Online sports betting platforms can leverage insights from India’s fast-growing market that can grow $130 billion sports market by aligning their strategies with evolving fan demographics and digital consumption patterns. With 90% of sports fans consuming content online and Gen Z comprising 43% of the audience, platforms should focus on enhancing their digital offerings, creating personalized and interactive betting experiences tailored to younger, tech-savvy users. The growth of emerging sports like kabaddi and esports presents an opportunity to diversify offerings beyond traditional cricket-centric betting markets. Platforms can capitalize on India’s increasing interest in esports, projected to grow at a 25% CAGR, by integrating fantasy sports, real-time betting, and gamification features.

Additionally, rural areas account for 59% of sports engagement, suggesting the need for regional language interfaces and localized marketing campaigns to tap into untapped audiences. Investments in mobile-first technology, partnerships with sports leagues, and sponsorship deals can further solidify brand presence and attract more users. Lastly, the booming digital ecosystem, supported by government initiatives like Khelo India, offers fertile ground for platforms to align with sports development efforts, enhancing their reputation while fostering long-term growth. By staying adaptive and customer-centric, online sports betting platforms can thrive in this rapidly expanding and dynamic sports landscape.

Deloitte and Google partnered recently on a report about Indian sports sector "Unlocking India’s $130 Billion Sports Potential", forecasting its market value to reach $130 billion by 2030. Driven by a blend of government initiatives, digital penetration, and evolving consumer behavior, the Indian sports market is expanding at a CAGR of 14%, surpassing traditional industries like telecom and tourism. The study emphasizes India's growing sports fandom, led by Gen Z, and highlights the transformative role of technology in fan engagement, athlete development, and commercial opportunities. The report calls for enhanced infrastructure, grassroots development, and effective governance to propel India to global sports prominence.

India’s Sports Market: An Accelerated Growth Trajectory

The Indian sports market is poised to grow from $52 billion in 2023 to $130 billion by 2030, driven by rapid technological adoption and government support. The industry is evolving beyond cricket to include emerging sports such as kabaddi, football, and esports, reflecting broader consumer interests.

The market is divided into core sectors like broadcasting, fantasy sports, and sports infrastructure, and allied sectors such as gyms, nutraceuticals, and wearables. Core sectors are expected to double their contributions to reach $71 billion by 2030, showcasing India's appetite for fitness and competitive sports.

Key Drivers of Growth: A Digital and Consumer-Centric Shift

Digital adoption is reshaping India’s sports engagement, with 90% of sports fans consuming content online, including 93% of Gen Z. Platforms like YouTube are pivotal, with cricket-related videos garnering over 50 billion views in 2023 alone. This digital-first strategy is also fueling growth in esports and fantasy sports.

Fantasy sports, led by platforms like Dream11, have a projected user base of 430 million by 2030, while esports is expected to grow at an impressive CAGR of 25%, reflecting India’s rising digital literacy and passion for interactive gaming.

Fan Demographics: A Diverse and Engaged Audience

India’s 655 million sports fans reflect a wide demographic spectrum:

Gen Z (43%) forms the largest segment, driving the demand for immersive and interactive experiences.
Women (36%) are increasingly shaping sports consumption, particularly through their interest in emerging sports and leagues.
Fans from rural areas (59%) highlight the growing inclusivity of sports content.
As sports consumption shifts from live events to highlights and analyses, personalized and localized content is becoming essential for deeper engagement.

Sports Infrastructure and Investment: Bridging Gaps

India’s sports infrastructure is expanding, supported by government and private sector investments. Programs like Khelo India and TOPS (Target Olympic Podium Scheme) have uplifted sports facilities and grassroots initiatives.

However, infrastructure per capita in India lags significantly behind global standards, with 1 facility in India for every 12 in Australia. This underscores the need for continued investments to match international benchmarks.

Commercial Opportunities: Tapping Untapped Potential

The report identifies three strategies for businesses to capitalize on India’s sports market:

Sports-based strategies: Expanding product offerings and sponsorships, such as team ownership and merchandise.
Alignment strategies: Establishing partnerships with sports entities for brand visibility and credibility.
Thematic strategies: Integrating sports themes into non-sports products and services.
Broadcasting and sponsorships continue to lead the revenue streams, with media rights for IPL digital platforms matching TV rights for the first time in 2022. Meanwhile, endorsements by sports celebrities are seeing steady growth, offering new revenue opportunities for brands.

Challenges and Recommendations

India's sports governance and infrastructure need significant improvements. The country ranks 13th in the Think Sports Index, lagging behind global leaders like the US and UK. Key challenges include:

Inconsistent representation at global events like the Olympics.
Lack of adequate physical education and coaching programs.
Recommendations:

Increase competition exposure through grassroots leagues.
Enhance coaching programs and incentives to build a talent pipeline.
Leverage public-private partnerships for cost-efficient infrastructure development.