Key facts
- ET Graphics data shows India's sports interest at record breadth
- Growth seen across sports beyond cricket
- Signals expanding commercial and viewership opportunity in Indian sport
Indian sporting interest has reached unprecedented levels, according to new data presented by ET Graphics in The Economic Times, marking a turning point in how the country engages with sport beyond its traditional obsession with cricket.
The graphics analysis tracks the breadth and depth of India's sporting appetite, suggesting that viewership and engagement are climbing across multiple disciplines. This reflects years of investment in leagues, grassroots infrastructure and international success stories in sports such as badminton, wrestling, kabaddi and athletics.
For brands and broadcasters, the data represents a significant opportunity. As India's middle class grows and disposable incomes rise, the willingness to follow, attend and pay for sport beyond cricket has expanded in ways that are now statistically visible. Sponsorship pipelines for non-cricket sports have deepened, and streaming platforms have begun investing seriously in rights for a wider range of competitions.
The longer-term significance is structural: a more diversified sporting nation produces better athletes, more resilient sports ecosystems, and a richer viewing culture. India's performance at recent international events — from the Olympics to world championships across multiple sports — has both reflected and accelerated this shift.