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Sport and showbiz join forces to power India’s live entertainment boom
MUMBAI: There was once a time when cricket was just a sport, concerts were a luxury, and event organisers were the unsung heroes behind the scenes. Fast-forward to 2025 and the boundary lines between sports, entertainment and live events have blurred into one big, buzzing spectacle.
At a recent industry discussion that brought together some of the biggest names in sports, media and live entertainment, the conversation spanned everything from job creation and infrastructure to AI, accessibility, and the rise of the “fake wedding” phenomenon. If there was ever a moment that captured how deeply India now lives, breathes and monetises experience, this was it.
“Cricket is a great vehicle,” said one of the panellists, noting how the sport in India transcends language, geography and generations. “It’s not just entertainment, it’s an ecosystem.”
And it truly is. From regional commentary to AI-assisted streaming and immersive experiences, cricket has evolved into a multimedia juggernaut. Broadcasters no longer deliver just a match, they curate a universe of emotions, languages, and second-screen stats. “We’ve gone from peering through neighbours’ windows in 1983 to watching replays from six angles in six languages,” quipped one speaker. “Each fan now has their own version of the match.”
But the conversation wasn’t just about cricket’s cultural dominance, it was about its economic ripple effect. As panellist Sabas Joseph pointed out, the government has finally recognised the events and entertainment sector as a vital part of India’s economic engine.
“The government of India has created a joint working group with ten ministries to develop greenfield venues and reform licensing norms,” he revealed. “Event management is now part of state policy and economic policy.”
The statistics speak for themselves. The events industry now supports over 10 million jobs, with more than 150,000 companies across India 30 per cent of them women-owned. “We’ve gone from pleading for recognition to being written into policy,” Joseph said, to applause.
And the vision ahead? Transforming India’s cricket stadiums into multi-purpose venues for concerts, festivals and even international shows. “Stadiums already have the best infrastructure, why not use them for entertainment too?”
Kunal, another panellist from the ticketing side of the business, spoke of India’s “culture of going out” something unthinkable two decades ago. “People are attending midnight runs, 5 a.m. DJ parties, even fake weddings complete with baraat, food and music, but no bride or groom,” he laughed.
What’s powering this shift is trust and tech. “Our job now is to make live experiences predictable from clean bathrooms to clear directions,” Kunal said. Platforms like his are introducing digital-only, QR-based tickets that can’t be duplicated or resold, curbing black marketing and ensuring safety.
He also highlighted growing accessibility efforts, including partnerships with disability rights advocates to make events more inclusive from wheelchair access to seat mapping. “We want every person to experience live entertainment comfortably and safely,” he added.
If cricket built the blueprint, kabaddi proved the model works. “We Indians were sceptical at first,” said one broadcaster. “Could kabaddi, a sport we remembered from schoolyards, really become primetime entertainment?”
The answer was a resounding yes. Smart packaging, slick graphics, and a 30-second raid format turned kabaddi into India’s second most-watched sport. “We created heroes, we gave it drama, and we respected its roots,” he said. “Now it airs on global networks like ESPN, Sky and Fox.”
The takeaway: India’s homegrown sports can be global hits if nurtured right.
As another panellist pointed out, India’s live entertainment story isn’t just about star power, it’s about audience power. “In 2008, we had barely 2,500 sports clubs. Today we have over 16,500,” he said. “And ticket sales, once a myth, now drive the bulk of the business. Indians pay premium prices for premium experiences.”
From Coldplay to Lollapalooza, international acts are selling hundreds of thousands of tickets in India at global rates. “The audience is ready to spend,” said Kunal. “We just have to deliver the experience they expect.”
Technology remains the ultimate gamechanger. AI, VR and personalised feeds are transforming how people watch and attend events. Fans can switch between camera angles, get player stats on their phone, or even experience concerts in virtual reality.
And yet, the heart of it all remains human. “No government policy, no brand campaign, no festival happens without event managers,” Joseph reminded the audience. “Ours is an industry built by people from those who’ve never been to school to MBAs from the best universities.”
From the sound of it, India’s entertainment future will be part stadium, part screen, and all heart.
As one panellist summed up: “Events have become part of India’s economic and cultural DNA. We’re no longer just watching, we’re participating.”
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
