Like Australia, India is a sports-loving nation. And it’s not just cricket. From traditional games such as kabaddi to hockey, badminton and esports, India’s 655 million sports fans are driving a boom in the country’s sports market.
According to a 2024 report by Deloitte and Google, India’s sports sector could be worth US$130 billion by 2030, up from US$52 billion today. By the end of the decade, the sector is expected to employ 10.5 million people.
The report found several popular sports have steadily embraced technology for performance enhancement, talent scouting and to drive fairness and integrity. The use of such tools in grassroots development, sports education and smart stadiums, however, is still in its early stages.
Digital consumption of sports is rising, thanks to India’s 695 million smartphone users and 800 million internet users. Almost 90% of sports fans consume content through digital platforms like YouTube and social media.
The report said: “Technology enables fan engagement strategies not possible on conventional channels – sports has become more social, gamified and personalised.”
The central role of technology in Indian sports has created strong opportunities for Australian businesses to provide:
- Athlete performance technology
- Fan engagement platforms and ticketing
- Sports analytics and gamification
- Grassroots and elite coaching tools.
The Indian Government is also prioritising sports, reflected in rising sports budgets, dedicated policy and governance initiatives and development programs.
Kabaddi is a traditional sport that is watched by millions in India. Image courtesy of Pro Kabaddi League.
A deep dive into the Indian sporting sector
Austrade recently ran a program to help Australian sports and creative tech companies better understand the Indian sports sector and uncover opportunities.
Participants in the six-week India Tech Export Catalyst (ITEC) program:
- developed tailored India market entry plans
- joined briefing sessions on India’s sports technology needs with Australian Sports Technologies Network
- received mentoring from experts across regulation, product localisation, and partnerships
- gained actionable insights to turn opportunity into outcomes
- built relationships with potential partners and customers.
As creativity bloomed, so did the ideas — from virtual sports and animation tech to interactive media and cultural IP.
As one participant said: ‘We came here thinking “export” — we’re leaving thinking “co-create”.’
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