{"id":38891,"date":"2025-05-23T14:52:10","date_gmt":"2025-05-23T09:22:10","guid":{"rendered":"https:\/\/www.themediaant.com\/blog\/?p=38891"},"modified":"2025-05-23T14:58:09","modified_gmt":"2025-05-23T09:28:09","slug":"rise-of-sports-fans-in-india","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/","title":{"rendered":"The Great Indian Sports Audience: Why Brands Can\u2019t Afford to Ignore The Evolving Sports Fans Anymore"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-69e779fa3c8df\" ><span class=\"\"><span style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-69e779fa3c8df\"  type=\"checkbox\" id=\"item-69e779fa3c8df\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#Wake_Up_Brands_Your_Next_Customer_Is_Cheering_in_a_Jersey\" title=\"Wake Up, Brands! Your Next Customer Is Cheering in a Jersey\">Wake Up, Brands! Your Next Customer Is Cheering in a Jersey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#A_Nation_in_Motion_The_Rise_of_Sports_in_India\" title=\"A Nation in Motion: The Rise of Sports in India\">A Nation in Motion: The Rise of Sports in India<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#Meet_the_Real_MVPs_India%E2%80%99s_Sports_Audience\" title=\"Meet the Real MVPs: India\u2019s Sports Audience\">Meet the Real MVPs: India\u2019s Sports Audience<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%8E%A7_Gen_Z_The_Scroll-and-Score_Generation\" title=\"\ud83c\udfa7 Gen Z: The Scroll-and-Score Generation\">\ud83c\udfa7 Gen Z: The Scroll-and-Score Generation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%92%AA_Women_From_Viewers_to_Value_Creators\" title=\"\ud83d\udcaa Women: From Viewers to Value Creators\">\ud83d\udcaa Women: From Viewers to Value Creators<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%8F%95%EF%B8%8F_Rural_India_The_388_Million_Fan_Army\" title=\"\ud83c\udfd5\ufe0f Rural India: The 388 Million Fan Army\">\ud83c\udfd5\ufe0f Rural India: The 388 Million Fan Army<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#Beyond_Cricket_The_Rise_of_Multi-Sport_India\" title=\"Beyond Cricket: The Rise of Multi-Sport India\">Beyond Cricket: The Rise of Multi-Sport India<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#Screen_Time_Is_Fandom_Time\" title=\"Screen Time Is Fandom Time\">Screen Time Is Fandom Time<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#The_New_Icons_Endorsements_Beyond_Cricket\" title=\"The New Icons: Endorsements Beyond Cricket\">The New Icons: Endorsements Beyond Cricket<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#Meet_the_new_endorsement_squad\" title=\"Meet the new endorsement squad:\">Meet the new endorsement squad:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#7_Women_Wellness_Winning_the_Game\" title=\"7. Women, Wellness &amp; Winning the Game\">7. Women, Wellness &amp; Winning the Game<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%93%88_Fact_Check\" title=\"\ud83d\udcc8 Fact Check:\">\ud83d\udcc8 Fact Check:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%92%84_Brand_Moves_That_Nailed_It\" title=\"\ud83d\udc84 Brand Moves That Nailed It:\">\ud83d\udc84 Brand Moves That Nailed It:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#Tier_2_3_India_The_Fanbase_You%E2%80%99re_Sleeping_On\" title=\"Tier 2 &amp; 3 India: The Fanbase You\u2019re Sleeping On\">Tier 2 &amp; 3 India: The Fanbase You\u2019re Sleeping On<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%8E%AF_Where_They_Play\" title=\"\ud83c\udfaf Where They Play:\">\ud83c\udfaf Where They Play:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%8C%BE_Brand_Stories\" title=\"\ud83c\udf3e Brand Stories:\">\ud83c\udf3e Brand Stories:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#Participation_Is_the_New_Viewership\" title=\"Participation Is the New Viewership\">Participation Is the New Viewership<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%9A%80_The_Numbers\" title=\"\ud83d\ude80 The Numbers:\">\ud83d\ude80 The Numbers:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#Media_Merch_Multiverse_India%E2%80%99s_Sports_Economy\" title=\"Media + Merch + Multiverse = India\u2019s Sports Economy\">Media + Merch + Multiverse = India\u2019s Sports Economy<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%A7%AE_Breakdown_of_the_Boom\" title=\"\ud83e\uddee Breakdown of the Boom:\">\ud83e\uddee Breakdown of the Boom:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#Don%E2%80%99t_Just_Watch%E2%80%94Play_the_Right_Game\" title=\"Don\u2019t Just Watch\u2014Play the Right Game\">Don\u2019t Just Watch\u2014Play the Right Game<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%92%A1_Real-World_Moves_That_Worked\" title=\"\ud83d\udca1 Real-World Moves That Worked:\">\ud83d\udca1 Real-World Moves That Worked:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#The_Climax_Meet_India%E2%80%99s_Sports_Audience%E2%80%94Cohort_by_Cohort\" title=\"The Climax: Meet India\u2019s Sports Audience\u2014Cohort by Cohort\">The Climax: Meet India\u2019s Sports Audience\u2014Cohort by Cohort<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%8E%AE_The_Urban_Gen_Z_Male_85M\" title=\"\ud83c\udfae The Urban Gen Z Male (~85M)\">\ud83c\udfae The Urban Gen Z Male (~85M)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%92%81%E2%80%8D%E2%99%80%EF%B8%8F_The_Urban_Gen_Z_Female_30M\" title=\"\ud83d\udc81\u200d\u2640\ufe0f The Urban Gen Z Female (~30M)\">\ud83d\udc81\u200d\u2640\ufe0f The Urban Gen Z Female (~30M)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%93%BA_The_Millennial_Male_Sports_Buff_95M\" title=\"\ud83d\udcfa The Millennial Male Sports Buff (~95M)\">\ud83d\udcfa The Millennial Male Sports Buff (~95M)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%8F%95%EF%B8%8F_The_Rural_Middle-Aged_Male_105M\" title=\"\ud83c\udfd5\ufe0f The Rural Middle-Aged Male (~105M)\">\ud83c\udfd5\ufe0f The Rural Middle-Aged Male (~105M)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%A7%98%E2%80%8D%E2%99%80%EF%B8%8F_The_Urban_Millennial_Female_25M\" title=\"\ud83e\uddd8\u200d\u2640\ufe0f The Urban Millennial Female (~25M)\">\ud83e\uddd8\u200d\u2640\ufe0f The Urban Millennial Female (~25M)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%A7%A2_The_Tier_23_Mixed_Middle_Class_70M\" title=\"\ud83e\udde2 The Tier 2\/3 Mixed Middle Class (~70M)\">\ud83e\udde2 The Tier 2\/3 Mixed Middle Class (~70M)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#%F0%9F%95%B9%EF%B8%8F_The_Gen_Z_Esports_Fantasy_Prodigy_40M\" title=\"\ud83d\udd79\ufe0f The Gen Z Esports &amp; Fantasy Prodigy (~40M)\">\ud83d\udd79\ufe0f The Gen Z Esports &amp; Fantasy Prodigy (~40M)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#Final_Whistle_Sports_Isn%E2%80%99t_Just_Entertainment%E2%80%94It%E2%80%99s_a_Movement\" title=\"Final Whistle: Sports Isn\u2019t Just Entertainment\u2014It\u2019s a Movement\">Final Whistle: Sports Isn\u2019t Just Entertainment\u2014It\u2019s a Movement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#The_Media_Ant_Your_One-Stop_Sports_Advertising_Partner\" title=\"The Media Ant: Your One-Stop Sports Advertising Partner\">The Media Ant: Your One-Stop Sports Advertising Partner<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/www.themediaant.com\/blog\/rise-of-sports-fans-in-india\/#References\" title=\"References:\">References:<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Wake_Up_Brands_Your_Next_Customer_Is_Cheering_in_a_Jersey\"><\/span><strong>Wake Up, Brands! Your Next Customer Is Cheering in a Jersey<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Not long ago, <a href=\"https:\/\/www.themediaant.com\/blog\/what-is-sports-advertising\/\">sports marketing<\/a> in India felt like an exclusive cricket club. If you weren\u2019t buying ad slots during the IPL or didn\u2019t have a celebrity cricketer on your billboard, you were apparently out of the game.<\/p>\n\n\n\n<p>But here\u2019s the plot twist: while many brands stuck to old playbooks, a silent revolution was brewing. Today, <strong>655 million Indians<\/strong> are glued to screens, stadiums, and sports apps\u2014not just for cricket, but for kabaddi, kho-kho, volleyball, esports, and women\u2019s leagues (Deloitte &amp; Google, 2024). They\u2019re not just watching\u2014they\u2019re clicking, streaming, sharing, betting, sweating, buying.<\/p>\n\n\n\n<p>Take <strong>boAt<\/strong>, for example. The D2C audio brand didn\u2019t just advertise during the IPL\u2014they <strong>sponsored teams, created limited-edition products<\/strong>, and let fans feel like they were part of the squad. Result? Spikes in engagement, recall, and sales. And this wasn&#8217;t a one-off; it was a proof point.<\/p>\n\n\n\n<p>So, if you&#8217;re still on the fence thinking sports is for B2C giants or FMCG budgets, this article is your friendly nudge\u2014and a firm push. Because while you&#8217;re reading this, your customer is probably scrolling through fantasy scores on Dream11, wearing a jersey they bought after a Reel, and rooting for a team on a streaming app you\u2019re not even advertising on.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"683\" height=\"1024\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-2-1.jpg?resize=683%2C1024&#038;ssl=1\" alt=\"A nation in motion: The rise of sports in India\" class=\"wp-image-38893\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-2-1.jpg?resize=683%2C1024&amp;ssl=1 683w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-2-1.jpg?resize=200%2C300&amp;ssl=1 200w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-2-1.jpg?resize=768%2C1152&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-2-1.jpg?resize=150%2C225&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-2-1.jpg?w=1024&amp;ssl=1 1024w\" sizes=\"(max-width: 683px) 100vw, 683px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_Nation_in_Motion_The_Rise_of_Sports_in_India\"><\/span><strong>A Nation in Motion: The Rise of Sports in India<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Ask anyone in 1995 what Indian sports looked like, and they\u2019d likely say: \u201cCricket, maybe some hockey.\u201d But fast forward to 2024, and India\u2019s sports map looks like a fireworks display\u2014exploding in every direction.<\/p>\n\n\n\n<p>According to Deloitte and Google\u2019s \u201cThink Sports\u201d report, the Indian sports industry is currently valued at <strong>$52 billion<\/strong>, expected to grow to <strong>$130 billion by 2030 <\/strong>(Deloitte &amp; Google, 2024). And this isn\u2019t just economic data\u2014it\u2019s proof that India is falling in love with sports, all over again, but differently.<\/p>\n\n\n\n<p>Why the boom? Three reasons:<\/p>\n\n\n\n<ol>\n<li><strong>Digital-first fandom<\/strong>: With 695 million smartphone users, matches now stream from gym treadmills, metro rides, and chai breaks.<br><\/li>\n\n\n\n<li><strong>Infrastructure uplift<\/strong>: Tier 2 stadiums, school leagues, fitness hubs\u2014it\u2019s no longer just about metros.<br><\/li>\n\n\n\n<li><strong>Cultural shift<\/strong>: Parents are no longer saying, \u201cKheloge kudoge toh banoge kharaab.\u201d Now, they\u2019re looking for the next Neeraj Chopra.<br><\/li>\n<\/ol>\n\n\n\n<p>Cricket still rules, sure\u2014with <strong>492 million fans<\/strong>\u2014but the supporting cast is growing powerful: <strong>kabaddi (120M), football (85M), hockey (70M), badminton (60M), kho-kho (64M)<\/strong>. And brands are taking note.(Deloitte &amp; Google, 2024)<\/p>\n\n\n\n<p>When <strong>Amul<\/strong> backed Indian wrestlers, and <strong>JSW Sports<\/strong> built grassroots programs in football, it wasn&#8217;t CSR\u2014it was long-game brand building.<\/p>\n\n\n\n<p>This isn\u2019t a wave. It\u2019s a tide. And it\u2019s high time brands started surfing.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"683\" height=\"1024\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-3.jpg?resize=683%2C1024&#038;ssl=1\" alt=\"Meet the real MVPs: India&#039;s Sports Audience\" class=\"wp-image-38894\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-3.jpg?resize=683%2C1024&amp;ssl=1 683w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-3.jpg?resize=200%2C300&amp;ssl=1 200w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-3.jpg?resize=768%2C1152&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-3.jpg?resize=150%2C225&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-3.jpg?w=1024&amp;ssl=1 1024w\" sizes=\"(max-width: 683px) 100vw, 683px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Meet_the_Real_MVPs_India%E2%80%99s_Sports_Audience\"><\/span><strong>Meet the Real MVPs: India\u2019s Sports Audience<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>You know what marketers love? Segments. You know what India\u2019s sports fandom has? Segments for days.<\/p>\n\n\n\n<p>Gone are the days when fans were just \u2018viewers.\u2019 Today\u2019s Indian sports audience is an electric mix of digital natives, lifestyle enthusiasts, regional loyalists, and multi-screening hustlers. And they don\u2019t just follow teams\u2014they build routines, identities, and purchase behaviors around sports.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%8E%A7_Gen_Z_The_Scroll-and-Score_Generation\"><\/span><strong>\ud83c\udfa7 Gen Z: The Scroll-and-Score Generation<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>This cohort makes up <strong>43% of India\u2019s sports audience<\/strong>\u2014and they\u2019re not sitting through 50 overs. Instead, they\u2019re watching highlights on YouTube Shorts, checking fantasy team points, DM-ing memes, and playing mobile cricket\u2014all at once.(Deloitte &amp; Google, 2024)<\/p>\n\n\n\n<p>Take <strong>Dream11<\/strong> and <strong>MPL<\/strong>, for example. They didn\u2019t just tap into this tribe; they gave them a platform to become part of the game. These aren\u2019t passive apps\u2014they\u2019re interactive ecosystems where a 22-year-old from Pune becomes a team selector, commentator, and statistician rolled into one.<\/p>\n\n\n\n<p><strong>Pro tip for brands: Don\u2019t just serve them ads. Give them a role.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%92%AA_Women_From_Viewers_to_Value_Creators\"><\/span><strong>\ud83d\udcaa Women: From Viewers to Value Creators<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Women now account for <strong>36% of India\u2019s sports fandom<\/strong>, and that number is only growing. It\u2019s not a silent audience anymore\u2014it\u2019s an opinionated, content-hungry, merch-buying, athlete-following crowd.(Deloitte &amp; Google, 2024)<\/p>\n\n\n\n<p>The <strong>Women\u2019s Premier League (WPL)<\/strong> opened the floodgates for brands to associate not just with sportswomen but with <em>women who sport<\/em>. Brands like <strong>Puma<\/strong> and <strong>MyGlamm<\/strong> stepped in\u2014not just to advertise but to sponsor players, create capsule collections, and ride the female fandom wave.<\/p>\n\n\n\n<p><strong>If you think women in sports marketing means one token face in a cricket ad, you\u2019re already outdated.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%8F%95%EF%B8%8F_Rural_India_The_388_Million_Fan_Army\"><\/span><strong>\ud83c\udfd5\ufe0f Rural India: The 388 Million Fan Army<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>They may not be trending on Twitter, but they\u2019re driving up viewership on regional TV, OTT, and mobile. Rural fans form <strong>59% of India\u2019s sports audience<\/strong>. They watch <strong>kabaddi, cricket, kho-kho<\/strong>, and now even stream live matches on JioCinema using 1.5GB-a-day plans like pros. (Deloitte &amp; Google, 2024)<\/p>\n\n\n\n<p>Brands like <strong>ShareChat<\/strong>, <strong>Moj<\/strong>, and <strong>BharatPe<\/strong> are showing up not with polished English jingles, but with vernacular campaigns, QR-code-based games, and scan-to-win contests tied to local matches.<\/p>\n\n\n\n<p><strong>This isn\u2019t a \u201cbottom of the pyramid\u201d audience. It\u2019s the <em>core<\/em> of the stadium.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"683\" height=\"1024\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-4.jpg?resize=683%2C1024&#038;ssl=1\" alt=\"Beyond Cricket: The Rise of Multi-Sport India\" class=\"wp-image-38895\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-4.jpg?resize=683%2C1024&amp;ssl=1 683w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-4.jpg?resize=200%2C300&amp;ssl=1 200w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-4.jpg?resize=768%2C1152&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-4.jpg?resize=150%2C225&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-4.jpg?w=1024&amp;ssl=1 1024w\" sizes=\"(max-width: 683px) 100vw, 683px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Beyond_Cricket_The_Rise_of_Multi-Sport_India\"><\/span><strong>Beyond Cricket: The Rise of Multi-Sport India<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Cricket may still be India\u2019s national obsession, but here\u2019s the twist: fans are not monogamous anymore.<\/p>\n\n\n\n<p>In 2023, over <strong>200 million viewers tuned into Pro Kabaddi League <\/strong>(GroupM ESP, 2024), a game once played barefoot on dusty school fields. Meanwhile, <strong>Ultimate Kho Kho<\/strong> clocked <strong>64 million viewers in its very first season <\/strong>(GroupM ESP, 2024)\u2014proof that nostalgia has found a high-definition makeover.<\/p>\n\n\n\n<p>And then there\u2019s the <strong>WPL<\/strong>, which broke gender stereotypes and viewership records in the same breath.<\/p>\n\n\n\n<p>What\u2019s fueling this diversification?<\/p>\n\n\n\n<ul>\n<li>New leagues with polished production<br><\/li>\n\n\n\n<li>OTT-first launches and mobile-native distribution<br><\/li>\n\n\n\n<li>Brand tie-ups that don\u2019t feel like ads but cultural movements<\/li>\n<\/ul>\n\n\n\n<p>Take <strong>FanCode<\/strong>\u2014an OTT platform that lets fans pick their leagues, language, and match moments. It&#8217;s not trying to be Star Sports 2.0. It\u2019s trying to be <em>Spotify for sports<\/em>. Niche, personal, binge-worthy.<\/p>\n\n\n\n<p><strong>If you\u2019re only betting on cricket, you\u2019re missing 50% of the action and 80% of the affordability.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-5.jpg?resize=740%2C1024&#038;ssl=1\" alt=\"Screen Time is Fandom Time\" class=\"wp-image-38896\" style=\"width:740px;height:1024px\" width=\"740\" height=\"1024\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Screen_Time_Is_Fandom_Time\"><\/span><strong>Screen Time Is Fandom Time<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Gone are the days when families would gather around a single TV and argue over the remote. Today, India&#8217;s sports audience lives on <strong>multi-screens<\/strong>, multi-tabs, and multi-moods.<\/p>\n\n\n\n<p>Let\u2019s break it down:<\/p>\n\n\n\n<ul>\n<li>93% of Gen Z sports fans stream sports online. (Deloitte &amp; Google, 2024)<br><\/li>\n\n\n\n<li>90% follow more than one sport (Deloitte &amp; Google, 2024).<br><\/li>\n\n\n\n<li>3\u20134 apps or channels are used <em>simultaneously<\/em>\u2014JioCinema for live action, YouTube Shorts for highlights, Dream11 for fantasy play, and Instagram Reels for post-match memes<br><\/li>\n<\/ul>\n\n\n\n<p><strong>Watching a game? They\u2019re also ordering food, checking scores, and posting match-day selfies\u2014all before the second innings.<\/strong><\/p>\n\n\n\n<p>This multitasking isn\u2019t just a habit\u2014it\u2019s an opportunity. The more screens they touch, the more surfaces brands have to show up on.<\/p>\n\n\n\n<p>Look at <strong>Swiggy Instamart\u2019s match-time creatives<\/strong> or <strong>Tata Neu\u2019s IPL overlays<\/strong>\u2014they weren\u2019t ads. They were part of the fan experience.<\/p>\n\n\n\n<p><strong>If your brand isn&#8217;t part of the scroll, you&#8217;re not part of the sport.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"683\" height=\"1024\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-6.jpg?resize=683%2C1024&#038;ssl=1\" alt=\"The new icons: Endorsements beyond cricket\" class=\"wp-image-38897\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-6.jpg?resize=683%2C1024&amp;ssl=1 683w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-6.jpg?resize=200%2C300&amp;ssl=1 200w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-6.jpg?resize=768%2C1152&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-6.jpg?resize=150%2C225&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-6.jpg?w=1024&amp;ssl=1 1024w\" sizes=\"(max-width: 683px) 100vw, 683px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_New_Icons_Endorsements_Beyond_Cricket\"><\/span><strong>The New Icons: Endorsements Beyond Cricket<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Once upon a time, there were only three names on every brand\u2019s wish list: Tendulkar, Dhoni, and maybe Yuvraj. Today? Welcome to the influencer-athlete economy.<\/p>\n\n\n\n<p>Athletes are now <strong>personalities, storytellers, influencers, and even YouTubers<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Meet_the_new_endorsement_squad\"><\/span><strong>Meet the new endorsement squad:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Neeraj Chopra<\/strong>: Not just a javelin champ, but a walking symbol of focus and finesse\u2014backed by brands from <strong>Puma to Byju\u2019s<\/strong><strong><br><\/strong><\/li>\n\n\n\n<li><strong>PV Sindhu<\/strong>: After her Olympic medal wins, she\u2019s the face of everything from clean beauty to wearable tech<br><\/li>\n\n\n\n<li><strong>Rishabh Pant &amp; Lakshya Sen<\/strong>: Bridging the cool factor between Gen Z cricket and Olympic excellence<br><\/li>\n\n\n\n<li><strong>Gukesh<\/strong>: A 17-year-old chess prodigy turning checkmates into checkouts<br><\/li>\n<\/ul>\n\n\n\n<p>It\u2019s not just about the kits anymore. These athletes are making their mark in <strong>docu-series, digital ads, AR filters, and fan communities<\/strong>.<\/p>\n\n\n\n<p>And the brands? They\u2019re not all legacy giants. You\u2019ve got <strong>Goibibo, Wakefit, MPL, and Noise<\/strong> entering the chat with storytelling and personality-first campaigns.<\/p>\n\n\n\n<p><strong>The next star doesn\u2019t play in whites. They play in reels.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"740\" height=\"494\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-7.jpg?resize=740%2C494&#038;ssl=1\" alt=\"Women, wellness &amp; winning the game\" class=\"wp-image-38898\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-7.jpg?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-7.jpg?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-7.jpg?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-7.jpg?resize=150%2C100&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-7.jpg?w=1536&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-7.jpg?w=1480&amp;ssl=1 1480w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"7_Women_Wellness_Winning_the_Game\"><\/span><strong>7. Women, Wellness &amp; Winning the Game<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For decades, women in Indian sports were either in the background or in the stands. Today, they&#8217;re on the field, on screen, and on the frontline of fandom\u2014and brands are finally catching up.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%93%88_Fact_Check\"><\/span><strong>\ud83d\udcc8 Fact Check:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Women now make up <strong>36% of India\u2019s total sports audience<\/strong> (Deloitte &amp; Google, 2024)<br><\/li>\n\n\n\n<li><strong>WPL drew 41.6% female viewership<\/strong> in 2023 (YouGov, 2025)<br><\/li>\n\n\n\n<li>Sports like badminton, kho-kho, and volleyball are witnessing higher female fan engagement<br><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%92%84_Brand_Moves_That_Nailed_It\"><\/span><strong>\ud83d\udc84 Brand Moves That Nailed It:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Puma<\/strong>\u2019s WPL activation wasn&#8217;t just a sports sponsorship\u2014it was a style statement. The brand partnered with players, created merch, and hosted sneaker drops tied to game nights.<br><\/li>\n\n\n\n<li><strong>HerCircle by Reliance<\/strong> ran exclusive digital content on women athletes\u2014highlighting their stories, struggles, and style\u2014creating emotional and social capital.<br><\/li>\n<\/ul>\n\n\n\n<p>Women aren\u2019t a &#8220;nice-to-have&#8221; demographic anymore. They&#8217;re shaping trends, influencing households, and engaging with brands that show up beyond the pink filter.<\/p>\n\n\n\n<p><strong>Want to win the new wellness economy? Put women\u2014and not just women athletes\u2014at the center of your narrative.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"683\" height=\"1024\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-8.jpg?resize=683%2C1024&#038;ssl=1\" alt=\"\" class=\"wp-image-38899\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-8.jpg?resize=683%2C1024&amp;ssl=1 683w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-8.jpg?resize=200%2C300&amp;ssl=1 200w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-8.jpg?resize=768%2C1152&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-8.jpg?resize=150%2C225&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-8.jpg?w=1024&amp;ssl=1 1024w\" sizes=\"(max-width: 683px) 100vw, 683px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tier_2_3_India_The_Fanbase_You%E2%80%99re_Sleeping_On\"><\/span><strong>Tier 2 &amp; 3 India: The Fanbase You\u2019re Sleeping On<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Here\u2019s the most underrated stat in Indian sports marketing: <strong>59% of sports fans come from rural and semi-urban India<\/strong> (Deloitte &amp; Google, 2024).<\/p>\n\n\n\n<p>This isn\u2019t the \u201cbudget-sensitive\u201d consumer marketers still stereotype. This is aspirational India\u2014hungry for good content, active on vernacular platforms, and fiercely loyal to regional teams and formats.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%8E%AF_Where_They_Play\"><\/span><strong>\ud83c\udfaf Where They Play:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Pro Kabaddi League<\/strong> dominates here\u2014with local players, home-ground matches, and community screenings<br><\/li>\n\n\n\n<li>Platforms like <strong>JioCinema<\/strong>, <strong>ShareChat<\/strong>, and <strong>Moj<\/strong> are their digital stadiums<br><\/li>\n\n\n\n<li><strong>Scan-and-win contests<\/strong>, <strong>QR code redemptions<\/strong>, and <strong>regional influencer tie-ins<\/strong> outperform flashy national campaigns<br><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%8C%BE_Brand_Stories\"><\/span><strong>\ud83c\udf3e Brand Stories:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Amul<\/strong> advertised with local kabaddi teams and Olympic athletes, turning grocery staples into fandom symbols<br><\/li>\n\n\n\n<li><strong>BharatPe and PhonePe<\/strong> have experimented with gamified offers tied to regional matches\u2014combining utility with fandom<br><\/li>\n<\/ul>\n\n\n\n<p>And here\u2019s the kicker\u2014this audience doesn\u2019t skip ads if they like the team. They&#8217;re not ad-blind, they&#8217;re <em>story-sensitive<\/em>.<\/p>\n\n\n\n<p><strong>If your next customer is watching PKL under a banyan tree in Nashik with a \u20b9399 Jio recharge\u2014don\u2019t you want to be in that frame?<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"683\" height=\"1024\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-9.jpg?resize=683%2C1024&#038;ssl=1\" alt=\"Participation is the new viewership\" class=\"wp-image-38900\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-9.jpg?resize=683%2C1024&amp;ssl=1 683w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-9.jpg?resize=200%2C300&amp;ssl=1 200w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-9.jpg?resize=768%2C1152&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-9.jpg?resize=150%2C225&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-9.jpg?w=1024&amp;ssl=1 1024w\" sizes=\"(max-width: 683px) 100vw, 683px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Participation_Is_the_New_Viewership\"><\/span><strong>Participation Is the New Viewership<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Once upon a time, a &#8220;sports fan&#8221; meant someone glued to the TV. Today? They\u2019re in your building\u2019s Sunday football league, logging 10,000 steps at a marathon, or perfecting their smash at the local badminton court.<\/p>\n\n\n\n<p>Welcome to the rise of participative sports.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%9A%80_The_Numbers\"><\/span><strong>\ud83d\ude80 The Numbers:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>23.5% of all non-cricket sponsorship<\/strong> now goes to mass participative sports like marathons and cyclothons (GroupM ESP, 2024)<br><\/li>\n\n\n\n<li><strong>Pickleball<\/strong>, the fastest-growing sport among urban Indians, is expected to hit <strong>1 million registered players by 2028<\/strong> (GroupM ESP, 2024)<br><\/li>\n\n\n\n<li><strong>Fantasy gaming<\/strong> is set to reach <strong>430 million users by 2030<\/strong>, turning fans into daily strategists and micro-influencers (Deloitte &amp; Google, 2024)<br><\/li>\n<\/ul>\n\n\n\n<p>When <strong>Tata Mumbai Marathon<\/strong> started getting sponsors like IDFC FIRST Bank, and brands like <strong>Asics<\/strong> and <strong>Fast&amp;Up<\/strong> began investing in city-based runners and wellness influencers, it proved one thing: brand-building isn\u2019t limited to stadiums. It thrives on sweat, steps, and local communities.<\/p>\n\n\n\n<p>Pickleball? It&#8217;s not a gimmick. Corporates are sponsoring leagues, housing societies are painting courts, and Instagram is full of paddle selfies. It&#8217;s <strong>fun, inclusive, and sponsor-friendly<\/strong>.<\/p>\n\n\n\n<p><strong>If you&#8217;re selling athleisure, wellness, hydration, or even smartwatches, this is your untapped KBC moment. Lock it in.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"683\" height=\"1024\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-10.jpg?resize=683%2C1024&#038;ssl=1\" alt=\"Media + Merch + Multiverse= India&#039;s Sports Economhy\" class=\"wp-image-38901\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-10.jpg?resize=683%2C1024&amp;ssl=1 683w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-10.jpg?resize=200%2C300&amp;ssl=1 200w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-10.jpg?resize=768%2C1152&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-10.jpg?resize=150%2C225&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-10.jpg?w=1024&amp;ssl=1 1024w\" sizes=\"(max-width: 683px) 100vw, 683px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Media_Merch_Multiverse_India%E2%80%99s_Sports_Economy\"><\/span><strong>Media + Merch + Multiverse = India\u2019s Sports Economy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Let\u2019s talk about rupees and results. The Indian sports economy isn\u2019t just expanding\u2014it\u2019s diversifying into a revenue-rich multiverse.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%A7%AE_Breakdown_of_the_Boom\"><\/span><strong>\ud83e\uddee Breakdown of the Boom:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Sporting goods &amp; apparel<\/strong>: expected to double to <strong>$58B by 2030<\/strong> (Deloitte &amp; Google, 2024)<br><\/li>\n\n\n\n<li><strong>Broadcasting &amp; promotions<\/strong>: headed toward a <strong>$6.7B industry<\/strong> (Deloitte &amp; Google, 2024)<br><\/li>\n\n\n\n<li><strong>Esports<\/strong>: clocking a <strong>25% CAGR<\/strong> with gamer-athletes emerging from every college hostel (GroupM ESP, 2024)<br><\/li>\n\n\n\n<li><strong>AI-enhanced content<\/strong>: customized feeds, AR overlays, and regional commentary boosting engagement across OTT platforms<br><\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s not forget the <strong>fan-commerce flywheel<\/strong>. Limited-edition jerseys, athlete-designed sneakers, influencer-fueled snack launches\u2014it\u2019s all part of the new funnel.<\/p>\n\n\n\n<p>Platforms like <strong>FanCode<\/strong> are now <strong>retailing team merch, bundling match passes with discounts<\/strong>, and letting users pick commentary languages. Think Amazon meets Star Sports, with a bit of Spotify sauce.<\/p>\n\n\n\n<p><strong>You\u2019re not just advertising anymore. You\u2019re participating in a parallel universe where fandom equals sales, loyalty equals LTV, and cricket jerseys are the new brand billboards.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"740\" height=\"494\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-11.jpg?resize=740%2C494&#038;ssl=1\" alt=\"\" class=\"wp-image-38902\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-11.jpg?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-11.jpg?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-11.jpg?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-11.jpg?resize=150%2C100&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-11.jpg?w=1536&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-11.jpg?w=1480&amp;ssl=1 1480w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Don%E2%80%99t_Just_Watch%E2%80%94Play_the_Right_Game\"><\/span><strong>Don\u2019t Just Watch\u2014Play the Right Game<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Here&#8217;s a secret most marketers don\u2019t admit: you don\u2019t need a cricket celebrity or a \u20b910 crore sponsorship to crack sports marketing in India.<\/p>\n\n\n\n<p>What you <em>do<\/em> need is:<\/p>\n\n\n\n<ul>\n<li>A clear idea of <strong>who<\/strong> your audience is<br><\/li>\n\n\n\n<li>A crisp strategy of <strong>where<\/strong> they play, scroll, shop, and share<br><\/li>\n\n\n\n<li>The confidence to create <strong>relevant, not just grand<\/strong> activations<br><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%92%A1_Real-World_Moves_That_Worked\"><\/span><strong>\ud83d\udca1 Real-World Moves That Worked:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Swiggy Instamart\u2019s IPL meme drops<\/strong> were so relatable they trended without even shouting \u201cBuy Now!\u201d<br><\/li>\n\n\n\n<li><strong>Dream11\u2019s fantasy cricket activations<\/strong> gave users a role, not just a screen<br><\/li>\n\n\n\n<li><strong>ShareChat\u2019s vernacular fan pages<\/strong> lit up with local language commentary, polls, and region-based challenges\u2014generating real fandom at regional scale<br><\/li>\n<\/ul>\n\n\n\n<p>You don\u2019t need to be everywhere. You need to be <em>in the right jersey, on the right turf<\/em>.<\/p>\n\n\n\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdpieN8dcdh0HE8k5s_QhVTyQWNPYOcao6_aeZEPtKdBZUXmz4ErD8yD7lZKTScI6v0PcNEMbsDdfrooztpjxsaWk7TCkfrrb8UpgU4kaiGPS-9MX66Ce6OkEUYIuwKEz4Vry5s8w?key=yKO4AwD7KFnk8pfTxm0UXw\" width=\"624\" height=\"936\" alt=\"\" title=\"\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Climax_Meet_India%E2%80%99s_Sports_Audience%E2%80%94Cohort_by_Cohort\"><\/span><strong>The Climax: Meet India\u2019s Sports Audience\u2014Cohort by Cohort<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Let\u2019s pull back the curtain and meet the seven lead characters of India\u2019s sporting blockbuster.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%8E%AE_The_Urban_Gen_Z_Male_85M\"><\/span><strong>\ud83c\udfae The Urban Gen Z Male (~85M)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Age<\/strong>: 18\u201327<br><\/li>\n\n\n\n<li><strong>Lives for<\/strong>: IPL, Esports, FIFA nights with friends<br><\/li>\n\n\n\n<li><strong>Devices<\/strong>: Gaming laptop, budget Android, Instagram+JioCinema<br><\/li>\n\n\n\n<li><strong>Info source<\/strong>: YouTube Shorts, Reddit threads, streamers<br><\/li>\n\n\n\n<li><strong>Shopping triggers<\/strong>: Flash deals, collab drops, creator codes<br><\/li>\n\n\n\n<li><strong>Brand match<\/strong>: Dream11, boAt, Noise<br><\/li>\n\n\n\n<li><strong>In a day<\/strong>: Commutes with fantasy lineup updates, watches live IPL while WhatsApping squad memes<br><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%92%81%E2%80%8D%E2%99%80%EF%B8%8F_The_Urban_Gen_Z_Female_30M\"><\/span><strong>\ud83d\udc81\u200d\u2640\ufe0f The Urban Gen Z Female (~30M)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Age<\/strong>: 18\u201327<br><\/li>\n\n\n\n<li><strong>Lives for<\/strong>: WPL, Badminton, fitness reels<br><\/li>\n\n\n\n<li><strong>Devices<\/strong>: iPhone Lite, Instagram, Pinterest<br><\/li>\n\n\n\n<li><strong>Info source<\/strong>: Reels, lifestyle influencers, fan pages<br><\/li>\n\n\n\n<li><strong>Shopping triggers<\/strong>: Self-care packs, activewear sets<br><\/li>\n\n\n\n<li><strong>Brand match<\/strong>: MyGlamm, Puma, Nykaa<br><\/li>\n\n\n\n<li><strong>In a day<\/strong>: Gym with Sindhu\u2019s playlist, shares WPL highlights, shops during half-time breaks<br><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%93%BA_The_Millennial_Male_Sports_Buff_95M\"><\/span><strong>\ud83d\udcfa The Millennial Male Sports Buff (~95M)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Age<\/strong>: 28\u201344<br><\/li>\n\n\n\n<li><strong>Lives for<\/strong>: Test cricket, ISL, nostalgia hits<br><\/li>\n\n\n\n<li><strong>Devices<\/strong>: Smart TV, JioCinema, Star Sports<br><\/li>\n\n\n\n<li><strong>Info source<\/strong>: Fantasy cricket apps, OTT wrap-ups<br><\/li>\n\n\n\n<li><strong>Shopping triggers<\/strong>: Premium memberships, jersey launches<br><\/li>\n\n\n\n<li><strong>Brand match<\/strong>: Tata Neu, Hotstar Premium, Adidas<br><\/li>\n\n\n\n<li><strong>In a day<\/strong>: Office banter around match stats, OTT binge with game-night beer<br><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%8F%95%EF%B8%8F_The_Rural_Middle-Aged_Male_105M\"><\/span><strong>\ud83c\udfd5\ufe0f The Rural Middle-Aged Male (~105M)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Age<\/strong>: 30\u201350<br><\/li>\n\n\n\n<li><strong>Lives for<\/strong>: Kabaddi, Cricket, kho-kho reruns<br><\/li>\n\n\n\n<li><strong>Devices<\/strong>: JioPhone, feature phone with YouTube<br><\/li>\n\n\n\n<li><strong>Info source<\/strong>: Regional commentary, chai adda gossip<br><\/li>\n\n\n\n<li><strong>Shopping triggers<\/strong>: Scan-to-win, low-data OTT offers<br><\/li>\n\n\n\n<li><strong>Brand match<\/strong>: Amul, BharatPe, ShareChat<br><\/li>\n\n\n\n<li><strong>In a day<\/strong>: Group viewing at local tea stall, replays on YouTube, redemptions via QR scans<br><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%A7%98%E2%80%8D%E2%99%80%EF%B8%8F_The_Urban_Millennial_Female_25M\"><\/span><strong>\ud83e\uddd8\u200d\u2640\ufe0f The Urban Millennial Female (~25M)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Age<\/strong>: 25\u201335<br><\/li>\n\n\n\n<li><strong>Lives for<\/strong>: WPL, Marathon training, wellness influencers<br><\/li>\n\n\n\n<li><strong>Devices<\/strong>: Wearables, OTT, Instagram<br><\/li>\n\n\n\n<li><strong>Info source<\/strong>: Health blogs, athlete Reels<br><\/li>\n\n\n\n<li><strong>Shopping triggers<\/strong>: Protein packs, sustainable merch<br><\/li>\n\n\n\n<li><strong>Brand match<\/strong>: Fast&amp;Up, Zivame Active, Lululemon India<br><\/li>\n\n\n\n<li><strong>In a day<\/strong>: Logs 10K steps, joins Insta Live with athletes, journals over match recaps<br><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%A7%A2_The_Tier_23_Mixed_Middle_Class_70M\"><\/span><strong>\ud83e\udde2 The Tier 2\/3 Mixed Middle Class (~70M)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Age<\/strong>: 22\u201335<br><\/li>\n\n\n\n<li><strong>Lives for<\/strong>: Kabaddi, IPL, anything regional and local<br><\/li>\n\n\n\n<li><strong>Devices<\/strong>: Android mid-range, Moj, OTT<br><\/li>\n\n\n\n<li><strong>Info source<\/strong>: Vernacular creators, short-form news<br><\/li>\n\n\n\n<li><strong>Shopping triggers<\/strong>: Pay-on-delivery deals, local giveaways<br><\/li>\n\n\n\n<li><strong>Brand match<\/strong>: Moj, ShareChat, Dabur Active<br><\/li>\n\n\n\n<li><strong>In a day<\/strong>: Skips long ads, scrolls kabaddi reels, follows local fan club pages<br><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%95%B9%EF%B8%8F_The_Gen_Z_Esports_Fantasy_Prodigy_40M\"><\/span><strong>\ud83d\udd79\ufe0f The Gen Z Esports &amp; Fantasy Prodigy (~40M)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Age<\/strong>: 15\u201322<br><\/li>\n\n\n\n<li><strong>Lives for<\/strong>: PUBG, Valorant, Dream11 lineups<br><\/li>\n\n\n\n<li><strong>Devices<\/strong>: Mid-range phone, Discord, Twitch<br><\/li>\n\n\n\n<li><strong>Info source<\/strong>: Livestreams, esports commentators<br><\/li>\n\n\n\n<li><strong>Shopping triggers<\/strong>: Skins, badges, limited loot<br><\/li>\n\n\n\n<li><strong>Brand match<\/strong>: MPL, FanCode, Spotify India<br><\/li>\n\n\n\n<li><strong>In a day<\/strong>: Binge-sessions on Discord, plays fantasy during matches, argues stats with friends on Telegram<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Final_Whistle_Sports_Isn%E2%80%99t_Just_Entertainment%E2%80%94It%E2%80%99s_a_Movement\"><\/span><strong>Final Whistle: Sports Isn\u2019t Just Entertainment\u2014It\u2019s a Movement<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This isn\u2019t just about eyeballs. It\u2019s about identity.<\/p>\n\n\n\n<p>In India today, fandom = following = feedback = funding.<\/p>\n\n\n\n<p>Every scroll, tap, cheer, post, and payment is part of the sports economy. And it\u2019s powered by fans who aren&#8217;t waiting for brands to show up\u2014they&#8217;re moving forward with those who already did.<\/p>\n\n\n\n<p>Dream11. FanCode. Puma. JSW. These brands didn\u2019t wait for the perfect pitch\u2014they ran with the fans.<\/p>\n\n\n\n<p>So here\u2019s your CTA, dear brand custodian:<br>\ud83d\udca5 Stop advertising to eyeballs. Start talking to passion.<br>\ud83d\udca5 Don\u2019t just run ads. Run with fans.<br>\ud83d\udca5 Don\u2019t just sell. Show up where your audience <em>already lives<\/em>.<\/p>\n\n\n\n<p>Because India&#8217;s 655 million sports fans aren\u2019t coming.<br>They\u2019re already here.<br>And they\u2019re waiting for <em>you<\/em> to join the game.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Media_Ant_Your_One-Stop_Sports_Advertising_Partner\"><\/span><strong>The Media Ant: Your One-Stop Sports Advertising Partner<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Whether you&#8217;re looking to tap into cricket-crazed metros, kabaddi-loving heartlands, or esports-savvy Gen Z users, <strong>The Media Ant<\/strong> is your gateway to India\u2019s sports universe.<\/p>\n\n\n\n<p>From IPL and WPL to regional leagues and OTT sports platforms, we offer:<\/p>\n\n\n\n<ul>\n<li>\ud83c\udfaf Data-backed audience targeting<\/li>\n\n\n\n<li>\ud83d\udcfa Multi-platform ad solutions<\/li>\n\n\n\n<li>\ud83d\udca1 Expert strategy consultation<\/li>\n<\/ul>\n\n\n\n<p><strong>Ready to advertise where India\u2019s attention truly lives?<\/strong><strong><br><\/strong>Explore <a href=\"https:\/\/www.themediaant.com\/sports-marketing\">sports advertising<\/a> options at<a href=\"https:\/\/www.themediaant.com\/\"> The Media Ant<\/a> and turn passion into ROI.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"References\"><\/span><strong>References:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ol>\n<li>Deloitte &amp; Google (2024). <em>Think Sports: Unlocking India\u2019s $130B Sports Potential<\/em>. Retrieved from https:\/\/www2.deloitte.com<\/li>\n\n\n\n<li>GroupM ESP (2024). <em>Sporting Nation: Building a Legacy XII<\/em>. Retrieved from https:\/\/www.groupm.com<\/li>\n\n\n\n<li>YouGov India (2025). <em>Indian Cricket Fandom Report<\/em>. Retrieved from https:\/\/business.yougov.com<\/li>\n\n\n\n<li>Afaqs (2023). <em>Puma\u2019s WPL Campaign Reaches Over 300 Million Users<\/em>. Retrieved from https:\/\/www.afaqs.com<\/li>\n\n\n\n<li>Financial Express (2023). <em>Tata Tea Premium Pays Homage to Handloom Legacy through &#8216;Desh Ke Dhaage&#8217;<\/em>. Retrieved from https:\/\/www.financialexpress.com<\/li>\n\n\n\n<li>Exchange4media (2023). <em>How Dream11, FanCode, and ShareChat Are Building Sports-First Ecosystems<\/em>. Retrieved from https:\/\/www.exchange4media.com<\/li>\n\n\n\n<li>The Media Ant Blog (2024). <em>Franchise Sports Marketing in India: IPL and Rise of New Leagues<\/em>. Retrieved from https:\/\/www.themediaant.com\/blog<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Discover India\u2019s 655M-strong sports audience\u2014from Gen Z gamers to rural kabaddi fans\u2014and how brands like Dream11, Puma &#038; FanCode are tapping into this booming market.<\/p>\n","protected":false},"author":34,"featured_media":38904,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3218,3219,3594],"tags":[4082,882,1662,3603,4081],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/feature-image-4.jpg?fit=740%2C549&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/38891"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=38891"}],"version-history":[{"count":3,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/38891\/revisions"}],"predecessor-version":[{"id":38907,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/38891\/revisions\/38907"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/38904"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=38891"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=38891"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=38891"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}