MAM
India’s sports industry races ahead with digital-first advertising focus
MUMBAI: Sports isn’t just a pastime anymore – it’s a roaring phenomenon that fuels India’s collective heartbeat, more electrifying than a stadium under floodlights during a last-ball thriller. From the thunderous cheers of cricket fans to the passionate chants of football aficionados, the adrenaline rush sports delivers has become the ultimate high – stronger, they say, than the purest Colombian cut.
And why not?
The glitzy ads, the digital frenzy, and the unstoppable growth of India’s sports industry have turned it into a $52 billion juggernaut, overtaking several traditional sectors like telecom. Now, poised to shatter records with a jaw-dropping trajectory to $130 billion, according to the Deloitte-Google report, sports in India isn’t just entertainment; it’s an economic revolution with a pace that could leave even the fastest sprinters in awe. With a projected compound annual growth rate (CAGR) of 14 per cent, the sector is rapidly outpacing established industries, including automotive and tourism, and redefining its role in the Indian economy.
This remarkable growth reflects India’s rising stature in global sports, bolstered by robust government initiatives such as the ministry of youth Affairs & sports’ (MYAS) record 2024 budget allocation. Programs like Khelo India and Target Olympic Podium Scheme (TOPS) are driving systemic changes, ensuring long-term development of sports infrastructure and talent in the country.
The report underscores the paradigm shift in advertising, with brands prioritising digital platforms over traditional TV broadcasting. Over the past two years, digital sports advertising surged by 63 per cent, while TV sports advertising declined by 10 per cent. Platforms like JioCinema and Disney+ Hotstar are now rivaling linear broadcasting, capitalising on subscription-based revenue models.
An overwhelming 90 per cent of Indian sports fans engage digitally, with cricket-related videos amassing 50 billion views on YouTube in one year alone. Personalised ad campaigns, such as Mondelez’s AI-powered cricket ads, showcased the immense potential of targeting sports enthusiasts digitally, delivering 92,000 creative variations and doubling ad recall.
Sponsorship deals in India’s sports sector are expanding at thrice the pace of global benchmarks. Franchise fees grew by 60 per cent in 2023, and campaigns integrated with live sports events, like Swiggy’s IPL drive, saw active user engagement spike by 59 per cent.
The shift to regional strategies has been pivotal, with 77 per cent of fans preferring sports commentary and content in local languages. Regionalised advertising has tapped into previously untapped rural and semi-urban markets, further solidifying sports’ mass appeal.
For the first time in Indian sports broadcasting history, the valuation of digital media rights for IPL 2022 equaled that of TV rights. This milestone reflects the industry’s digital-first pivot, as brands and advertisers increasingly gravitate toward the flexibility and reach of OTT platforms.
As the industry continues to expand, the report highlights that India’s sports sector contributes approximately one per cent to the national GDP, on par with major sporting nations. With significant headroom for growth and increasing digital penetration, India is poised to emerge as a global sports powerhouse.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
