For decades, cricket has dominated India’s sports marketing landscape like no other. From the IPL to World Cup campaigns, brands have queued up to grab a slice of the country’s most passionate sporting pie. But now, a shift is underway, subtle yet significant. As consumers diversify their interests, and as community-driven, culturally rooted, and niche sports rise in viewership and participation, brands are rewriting their playbooks. They're stepping beyond cricket, exploring untapped arenas like Mallakhamb, Kho Kho, marathons, pickleball, and even arm wrestling, using these unconventional formats to drive deeper, sharper engagement.
SHIFT IN SPENDS
As per GroupM’s 2024 Sports Sponsorship Report, non-cricket sports now account for nearly 20% of India’s ₹15,000 crore sports sponsorship market—a twofold increase over the past five years. While football remains the frontrunner after cricket, sports like kabaddi, marathons, and other emerging leagues are rapidly gaining ground, narrowing the gap in brand interest and investment.
“Spends are shifting,” says Mandeep Malhotra, Founder & CEO, Srishti Media & Investments and CMO, Kho Kho Federation of India. “In 2023 alone, Indian marathons attracted over ₹500 crore in sponsorships, with city runs seeing a 40% jump in brand participation year-on-year. The Kho Kho World Cup 2025’s ₹40 crore in brand deals signals a global leap for a traditionally regional sport. And platforms like Pro Panja and Ruggedian’s Indian Obstacle Race are now drawing first-time sponsors from categories like fitness, apparel, and D2C tech. The trend is clear: brands are diversifying, not just to be different, but because the ROI is better.”
The numbers further reinforce this shift. In 2024, the IPL drew a staggering 857 million viewers, but Pro Kabaddi wasn’t far behind, pulling in 350 million, over 40% of IPL’s reach. However, this changing viewership trend is not yet reflected in brand spending to that extent as compared to cricket.
“A staggering 86% of India’s sports marketing spend still goes to cricket. Everything else—Kabaddi, Marathons, Women’s Leagues, Esports, fights over the remaining 14%,” notes Ankit Singh, National Strategy Director at Cheil X. “Most brands are still crowding into the cricket tent, fighting for logo visibility on already cluttered IPL jerseys. But smarter brands are realising the value in owning attention, not just chasing impressions.” He argues that visibility in niche sports often translates to greater relevance and recall.
“Being the 100th logo in the biggest league doesn’t compare to being the most visible brand in a fast-growing sport. Be the #1 brand in the #10 sport, and you’ll command not just visibility, but real relevance,” he adds.
Brands are increasingly realising the emotional and hyperlocal power of community-driven sports. “Emerging sports foster a strong sense of community,” says Chintan Jhaveri, Chief Commercial Officer, ITW Catalyst 2.0. “Brands that position themselves at the heart of these communities unlock deeper brand love. While the fan base may not be as vast as cricket’s, it’s significant and often regionally concentrated.”
Jhaveri notes that 10–15% of India’s sports marketing spend is now going toward non-cricket, non-football sports, and this number is steadily rising. “The Pro Panja League for arm wrestling and pickleball tournaments are already drawing millions of organic views. These aren’t just events; they’re marketing ecosystems that allow brands to engage with passionate, tightly-knit fan bases.”
THE NEW SPORT STRATEGY
Some brands are already on the front foot. RiteBite Max Protein had launched its ‘Mitti Se Majbooti’ campaign, putting the spotlight on Mallakhamb, an ancient Indian fitness practice.
“We wanted to go beyond conventional fitness narratives and highlight a sport deeply rooted in Indian soil. It wasn’t just a creative choice but a strategic one, aligning with our philosophy: ‘Health in Hand, Nation at Heart’. Mallakhamb resonated with our audience who seek authentic, Indian-origin stories.” says Dr. Ravinder Varma, Sr. Brand Manager at Zydus Wellness (RiteBite Max Protein). “Sports marketing is core to our brand. While cricket remains in the mix, we’ve consciously expanded into endurance-based and adrenaline sports like marathons, swimming, and table tennis. These formats align better with our brand’s focus on functional, sustained energy.”
The Mallakhamb campaign clocked over 3.45 million organic views, backed by direct engagement with Mallakhamb athletes. It’s a blueprint for how digital storytelling + community activation can drive authenticity and engagement.
This shift is mirrored by other brands too, Bisleri International’s debut in the space as Official Hydration Partner of the 2025 Indian Racing Festival signals how even legacy FMCG players are looking beyond cricket to engage new audiences. Partnering with the Indian Racing League and Formula 4 India, the brand is leveraging clear visibility through race car and driver kit branding, along with limited-edition bottles featuring team designs. The move builds on Bisleri’s earlier association with the GMR Rugby Premier League and reflects a broader strategy — using fast-growing, lifestyle-driven sports to connect with both urban and emerging India while standing out in less crowded marketing environments.
Sony Corporation has invested in the growth of pickleball through its involvement with NSG and WPBL, in collaboration with the All-India Pickleball Association. Meanwhile, the Tata Mumbai Marathon continues to attract multiple sponsors annually, with marathons across India seeing a spike in brand interest. Even arm wrestling, once seen as fringe, has entered the mainstream through the Pro Panja League, which now enjoys TV coverage and growing brand participation.
REGIONAL RELEVANCE & TAILORED CONTENT
Unconventional sports are also helping brands execute sharper regional strategies. Kabaddi thrives in Haryana, shooting in UP, hockey in Punjab, and football in Kerala and Bengal.
“Community-first sports are deeply rooted in Bharat’s culture, hyper-local, emotionally resonant, and growing fast. Pro Kabaddi gets over 60% viewership from non-metros and airs in seven regional languages. Inspired by the Tata Mumbai Marathon, city runs in Indore, Surat, and Kochi now attract 30,000+ participants each. A Nielsen Sports study shows culturally rooted sports deliver 2x higher brand recall in regional markets, especially with vernacular content and local influencers. With 300 million+ rural internet users in 2024, digital platforms are helping these sports reach untapped audiences, cost-effectively,” explains Mandeep Malhotra.
At the same time, different sports offer access to very distinct audience cohorts, allowing brands to target more meaningfully.
“Golf gives you HNIs, Esports gives you Gen Z, Marathons gives you health-conscious urban India, Pro Kabaddi gives you Bharat and players like D Gukesh with 1.7M+ followers are building personal fandoms outside the cricket bubble. India’s pride is shifting beyond cricket,” says Singh. “The smart move is to be part of that journey before the next big moment happens.”
He adds that this is not a quick-fix tactic but a long-term brand-building strategy. “Every sport will have its Neeraj Chopra moment. The question is: will your brand be there before or after it happens?”
With evolving media consumption, rising regional aspirations, and a new generation of fans discovering and rallying around their own sporting heroes, unconventional sports are no longer on the sidelines, they’re fast becoming the main game for forward-thinking brands.
