Agricultural evolution tied humans to the land, and technological evolution tethered them to screens. Sports technology is the first innovation in millennia that’s getting people moving again. India’s sports landscape is undergoing a dramatic transformation. Once synonymous primarily with cricket, the country is rapidly evolving into a diverse sporting nation with unprecedented growth in participation, viewership, and commercial value.
Indian Sports Industry in Numbers
A collaborative study by Google and Deloitte reveals India’s sports economy has reached Rs. 4.51 lakh crore ($52 billion) in FY24 and is on track to more than double to Rs. 11.29 lakh crore ($130 billion) by FY30, driven primarily by digital innovation and growing appetite for diverse sports beyond cricket.
Growth Projections in Sub-Sectors
Out of this, India’s sports tech industry, covering everything from fan engagement platforms to cutting-edge analytics and foundational technologies like 5G and IoT, is expected to soar from $0.3B to $1B by FY30, clocking a robust 19% CAGR (highest across all the sectors).
These Projections are Driven by Several Transformative Trends
Rising Funding & Investments in Sports Startups
Fuelled by innovation and escalating market demand, India’s sports tech sector is attracting waves of new ventures and capital. The space now counts 2,100+ startups, including established names like Dream Sports, Dream11, MPL, Games24x7, with 50+ reaching Series A+ milestones, and three joining the unicorn club.
There has been a steady pattern in terms of funding across the industry.
Few Emerging Startups in Sports Tech in India
What’s new is the rise of Corporate Venture Capital (CVC) in sports. Big companies are moving beyond being just sponsors to becoming investors and innovation partners. Unlike traditional venture capital funds, corporates can afford to take a long-term view — building testing grounds, piloting experiments inside leagues and events, and creating activation pathways for startups. This has turned CVC into both a funding source and a product development engine, reshaping the global sports tech landscape.
Digital Consumption of Sports
Digital transformation has become the backbone of India’s sports revolution, with 90% of consumers now engaging with sports content through digital channels. The modern sports fan has evolved into a multi-tasking viewer, simultaneously watching 3–4 channels, making it crucial for platforms to capture and retain attention in an increasingly fragmented media landscape. Language localization has emerged as a key differentiator, with 77% of fans considering the availability of matches and highlights in local languages as important for their viewing experience.
Consumption patterns have shifted dramatically, with non-live content now outpacing live sports viewing by 20%, indicating that fans value on-demand highlights, analysis, and behind-the-scenes content as much as live action.
AI Takes Baby Strides in Sports
Artificial Intelligence is changing India’s sports ecosystem by transforming every aspect from grassroots talent discovery to elite performance optimization.
AI systems working with video data and performance logs help scout potential from district-level matches, school games, and training sessions, democratizing talent identification beyond traditional networks and urban tournaments.Companies like VideoVerse are using AI models to support content creation in the sports media industry, enabling global customers, including the Indian Premier League, to generate game highlights up to 15x faster and boost viewership.On the performance front, athletes now use sensors, wearables, and video analytics that provide constant feedback, with coaches getting reliable data on how each player moves, recovers, and responds to workload.Royal Challengers Bengaluru actively used AI and data analytics made by IIT Madras during the IPL season, while boxers at the Inspire Institute of Sports are monitored through the SmartBoxer system that uses multiple cameras and AI tools to provide insights on ring utilization, movements, and punches. Almost all sports in India are taking baby steps in AI, including cricket, chess, boxing, badminton, tennis, and wrestling.Beyond performance, AI is enhancing fan experiences through AI-generated highlight reels and AI-augmented motion tracking and replays, offering a more immersive and engaging viewing experience, while also enabling real-time strategic adjustments during matches.
Reshaping Sports Culture: Gen Z Leading the Way
SportTech has transformed Gen Z’s relationship with sports, driving both participation and consumption. This generation now views sports gear and equipment as essentials rather than luxury purchases, spending 2–3 hours weekly playing diverse sports like badminton, football, box cricket, and pickleball.
Sports platforms have evolved into networking hubs, connecting like-skilled players across beginner, intermediate, and advanced levels — creating a new form of social bonding centred around healthy lifestyles. With 43% of Gen Z fans increasing their sports engagement over the past two years, driven by a better understanding of game strategies and growing social interest, they’ve become the most sports-engaged generation, spending significantly more time consuming sports content than any previous demographic.
India’s 655M sports fans represent a diverse, engaged audience:
Thriving Local Economies: Collab between Academies & Listing & Booking Platforms
Local entrepreneurs are opening small sports academies that offer shorter game formats and use booking apps like Playo to manage their slots. These academies are also partnering with schools and housing societies, making it easier for people to find teammates and places to play through simple online platforms.
Scale Meets Personalization: Created for Many, Customizable for All
Sports tech platforms are mastering the art of serving millions while delivering personal experiences. Fantasy sports apps like Dream11 cater to 220 million users but customize team recommendations based on individual playing patterns. Fitness platforms offer the same workout library to everyone, yet AI algorithms create personalized training plans based on your fitness level and goals. Even discovery apps like Playo show the same sports facilities to all users but filter results by your skill level, preferred timing, and budget. This approach allows sports tech companies to achieve massive scale while making each user feel like the platform was built just for them.
Mid-Market to Mass Market approach
Sports tech is making sports accessible to everyone in India, not just the wealthy. Apps like Dream11 let people join fantasy games for just ₹5, while platforms like Playo help find local courts and teammates. With online coaching, content in local languages, and affordable booking apps, anyone with a smartphone can now access quality sports experiences. Plus, quick commerce platforms like Blinkit, Swiggy Instamart, and Zepto now deliver sports equipment, gym wear, and rackets within minutes, removing the hassle of visiting specialty stores. This means anyone can order a badminton racket or running shoes and start playing the same day — whether they’re in Mumbai or a small town.
Rental options for pricey equipment are also becoming popular, so people can use high-end gear without spending too much up front. D2C sports brands are using technology to connect with customers directly, and virtual try-on tools for sports clothes let people see how things fit before buying, making shopping simpler and more fun.
Way Forward: SportsTech to Fuel Growth in the Sports Industry
The shift in India’s sports world, powered by technology and AI, is opening up exciting opportunities for everyone. With a booming economy, innovative startups, and Gen Z leading the charge, sports are becoming more popular and accessible across cities and villages. Features like fast delivery, equipment rentals, and user-friendly digital tools are bringing people together, while AI is spotting new talent and enhancing the fan experience. India is on track to shine as a global sports leader, creating a lively and engaged community for years to come.
LoEstro Advisors is an investment banking firm specializing in sell-side fundraising and M&A advisory, along with a strong consulting arm. Recognized as the #1 financial advisor in education in India, we are the advisor of choice to India’s blue-chip education businesses.
Over the last four years, we have grown to be one of India’s largest (in terms of M&A transactions) homegrown boutique investment banks, with $1.25 bn+ worth of combined deals closed across education, healthcare, consumer, and technology sectors.
