MAM
From stadiums to sightseeing, sports tourism takes centre stage in India
Mumbai: In recent years, sports tourism has been gaining attention and growing rapidly as a segment in the travel industry. According to industry research, the global sports tourism market is projected to reach $ 1.8 billion by 2030, fueled by fervent fans eager to combine travel with their love of sports.
Major sporting events have been attracting fans from around the world, showcasing their passion and enthusiasm for sports. According to Booking.com’s Travel Trends data for 2024, 45 per cent of global travellers want to travel for sports and attend events like the World Cup, Paris Olympics, Formula 1. This trend is especially strong in India, where nearly three-quarters (73 per cent) plan to travel for international sporting events in 2024. According to Booking.com’s flight data, India is even among the top 5 Asian booker countries for the upcoming Paris Olympics 2024.
Domestic Sports Fandom
Sports fandom isn’t limited to international events. 76 per cent of Indians would travel for local sports competitions and events in their home city or state and 70 per cent expressed interest in travelling for national events like Indian Premier League, Pro Kabaddi, Indian Super League and more.
Sports as a travel factor
Booking.com’s Travel Trends data for 2024 also reveals that 23 per cent of Indian travellers consider sporting events when choosing travel destinations. Some of the key motivators that are driving Indians to travel for sports are:
– The excitement of the game: 71 per cent of Indians said they would pack their bags to witness their favourite player, team or sport in-person.
– Meeting friends or family overseas: 67 per cent of Indians see sporting events as an opportunity to connect with their friends or family living elsewhere.
– Connecting with new fans: 65 per cent of Indians travel for a sporting event to connect with other fans in a new destination.
– A reason to holiday: 56 per cent of Indians travel for a sporting event just to make a trip out of the occasion.
Booking.com country manager India, Sri Lanka, Maldives and Indonesia Santosh Kumar said “Sports tourism gives travellers an opportunity to combine the joy of exploring new destinations while enjoying their favourite team or players in action, boosting local economies and tourism. Easier visa access, improved connectivity and rising disposable incomes are some of the factors driving this trend. For all sports enthusiasts journeying across India and the world, Booking.com remains committed to enhancing their travel experiences by offering various travel components like rental cars, flights, attractions and unique places to stay to create a comprehensive, integrated itinerary.”
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
