Brands
Indian sports sponsorship scores big, nearing $2 billion mark
MUMBAI: The Indian sports sponsorship scene has flexed its muscles, punching through the Rs. 16,633 crore barrier, according to GroupM ESP’s latest Sporting Nation report. That’s a six per cent year-on-year growth, propelling the overall market towards a cool $2 billion. Since 2008, the sector’s seen a sevenfold surge, a proper blinder of a result.
While cricket remains the undisputed captain, the rise of non-cricket sports is giving it a run for its money. Athlete endorsements have hit an all-time high, leaping 32 per cent to Rs. 1,224 crore. Forget just sixes and wickets, we’re talking about the likes of Neeraj Chopra and PV Sindhu, who’ve spearheaded a 46 per cent hike in non-cricket endorsements. The Olympic buzz has clearly got everyone’s knickers in a twist, boosting emerging sports sponsorships by 19 per cent. Fancy a jog? Distance running alone accounts for a quarter of that, showing India’s keen to get its trainers on.
GroupM South Asia chief operating officer Ashwin Padmanabhan reckons industry is continuing its remarkable trajectory, but the industry is e witnessing a dynamic shift driven by both legacy and emerging sports. “Cricket’s still the cornerstone, but the non-cricket athletes, the Olympic buzz, and the digital revolution are reshaping the landscape. With brands increasingly recognising the power of sports as a platform for deeper consumer engagement, the momentum is undeniable. This is not just growth in numbers—it’s the
evolution of an industry that is more diverse, digital, and driven by innovation than ever before,” he said.
GroupM India managing director content, entertainment & sports Vinit Karnik, chipped in, saying, The
Indian sports economy has firmly established itself as a high-growth sector, surging 7x since 2008 to near the $2 billion mark. While traditional powerhouses continue to drive momentum, the real story lies in the rise of emerging sports, athlete-driven brand value, and the digital explosion, which alone saw a 25 per cent jump in media spends. The record-breaking Rs. 1,224 crore in athlete endorsements signals a shift—brands are betting big on individual icons across sports. As we enter a new era of engagement, innovation will be key in unlocking the next wave of commercial success in Indian sport.”
Despite a slight wobble in sponsorship growth this year, thanks to IPL and ICC rights resets, the market’s showing its staying power. With digital engagement going through the roof and audience preferences swerving faster than a fast bowler’s out swinger, the Indian sports scene is poised for even more fireworks. It’s a proper scorcher.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
