India's sporting landscape has long been dominated by cricket, a sport often considered a religion in the country. However, a transformation is underway, with non-cricket team sports gradually gaining traction and sparking conversations about their potential for growth. While cricket continues to hold a significant position, several factors suggest a promising future for other sports in India.
Growing Popularity and Viewership
There's a shift in people's attitudes toward sports other than cricket. Football, kabaddi, badminton, and hockey have witnessed increased popularity, with fans filling stadiums and tuning in to watch matches. The Pro Kabaddi League (PKL) has emerged as a success story, attracting significant viewership and investments. Ultimate Kho-Kho has also garnered attention, securing funding within a single season. According to The Ormax Sports Audiences Report (2024), football has an audience of approximately 305 million people, while kabaddi boasts around 280 million fans. In 2016, non-cricket live sports viewership accounted for over 20% of total sports viewership in India. This indicates a growing interest in diverse sporting disciplines.
Leagues and Grassroots Development
The rise of franchise-based sports leagues beyond cricket is contributing to the diversification of the sports ecosystem. Leagues such as the PKL, Indian Super League (ISL), and Ultimate Kho-Kho have demonstrated the potential to attract audiences and investments. These leagues strategically leverage regional pride, team loyalty, and market-specific engagement to carve a niche in the cricket-dominated market. Grassroots development programs, like the Khelo India scheme launched in 2016, aim to identify and nurture young talents in various sports. The government also supports sportspersons financially and through training activities to help them reach their full potential.
Government and Corporate Support
The Indian government has been increasingly supportive of non-cricket sports through initiatives like the Khelo India Programme and the Target Olympic Podium Scheme (TOPS). These initiatives focus on grassroots development, providing financial assistance, infrastructure, and training to athletes. Corporate India is also recognizing the potential of sports beyond cricket, with companies like JSW, Adani Group and the Tatas investing in non-cricket leagues. These investments provide crucial funding and strategic advice, contributing to infrastructure growth and marketing plans. The National Sports Policy 2025 (Khelo Bharat Niti 2025) outlines a roadmap to make India a global sporting powerhouse by 2036, focusing on international excellence, economic and social development, and making sports accessible to all.
Challenges and the Path Forward
Despite the positive trends, non-cricket sports in India face several challenges. Cricket's dominance often overshadows other sports, leading to a lack of resources, infrastructure, and media attention. Many areas still lack quality sports infrastructure and training facilities. Securing adequate funding can also be a struggle for athletes in non-cricket sports. Experts suggest that for non-cricket leagues to succeed, they must focus on building grassroots talent, controlling costs, diversifying revenue streams, and maintaining year-round fan engagement, similar to the approach taken by the Indian Premier League. Creating a sustainable sports ecosystem requires long-term investment, better governance, and cost discipline.
The increasing fan interest beyond cricket, the use of digital platforms to boost visibility, and the adoption of franchise-based models are driving the growth of non-cricket sports leagues. Streaming platforms and social media provide a high digital presence, connecting leagues with younger audiences. Regional leagues also play a crucial role by bringing professional sports to smaller towns and rural areas, encouraging community participation and creating economic opportunities.
While cricket is expected to remain popular in India, the sports landscape is undeniably expanding. The rise of leagues like PKL and ISL signals the beginning of a multi-faceted sports culture in India, offering wider opportunities for talent development, content creation, and business growth. By diversifying sporting interests and investments, India can harness sports as a catalyst for broader economic development and geopolitical influence. Sustainable success depends on talent pathways, infrastructure, fan engagement, and governance. As the sports industry grows, technology and inclusivity will play a vital role in transforming the sports ecosystem.
