How Sports And Cultural Events Are Reshaping India' Success Story

On a warm November night in Ahmedabad, over 130,000 fans packed the Narendra Modi Stadium, not for a concert, but for a World Cup cricket final. The game, more like a national celebration with global viewership, buzzed with an energy that spilled from packed stands into hotels, cafés, highways and boardrooms. It was another red-letter day on India's sporting calendar, one that captured a snapshot of a new India: confident, connected, and playing on the world stage with strategic intent.

India's sports and events ecosystem is no longer in the dressing room hoping for a breakthrough. It is dominating the pitch, transforming cities into year-round arenas of economic activity, youthful aspiration and cultural exchange.

That said, cricket still leads the charge, and how! The Board of Control for Cricket in India (BCCI) posted a record revenue of Rs97.41 billion in FY 2023–24, with the Indian Premier League (IPL) alone contributing about Rs57.61 billion. The league's appeal isn't just financial; IPL 2024 reached around 446 million unique television viewers across the season, while the 2025 final alone drew roughly 169 million TV viewers, making it one of the most-watched sporting broadcasts in Indian history.

But India's sporting economy is sprinting far beyond cricket's boundary ropes. According to leading industry research, the Indian sports industry is on track to grow at a 12–14 per cent CAGR, reaching approximately $40 billion by 2030, supported by investment in infrastructure, media, technology and grassroots programmes across disciplines.

This growth is no longer abstract but visible across stadiums and arenas nationwide.

Take hockey, India's national sport, which is enjoying a long-awaited renaissance. The success of the Indian men's team - Olympic bronze medals in Tokyo and Paris - has reignited public interest and corporate backing. The Hockey India League (HIL), revived with a revamped format, is expected to draw international players and global broadcast attention, while international tournaments hosted in Bhubaneswar and Rourkela have consistently recorded near-capacity crowds.

Kabaddi, meanwhile, has scripted one of India's most remarkable sporting success stories. The Pro Kabaddi League (PKL), launched in 2014, now reaches around 200 million viewers each season, making it one of the most-watched non-cricket leagues in the country. What sets PKL apart is its deep penetration into tier-2 and tier-3 markets.

Football, too, is finding its feet. The Indian Super League (ISL) has steadily grown into a marquee property, attracting international players, coaches and investors. With average match attendance figures rivaling those of established Asian leagues and television viewership crossing 150 million in recent seasons, football is no longer a niche passion.

Tennis has added another layer to India's sporting calendar. The return of ATP and WTA-level tournaments, including the Chennai Open and Bengaluru Open, has positioned India as a viable stop on the international tennis circuit. These tournaments may be smaller in scale compared to cricket, but their economic footprint is meaningful drawing international interest.

Badminton continues to soar as well. The India Open Super 750 tournament regularly attracts the world's top players and enjoys strong broadcast ratings.

Even women's sport is gaining overdue momentum. From record-breaking viewership for women's cricket to increased sponsorship and attendance across leagues, the message is clear: sporting passion in India is broad-based and increasingly inclusive.

All of this dovetails with India's larger ambitions. Backed by the Union government, the Indian Olympic Association has approved India's bid to host the 2030 Commonwealth Games. The move is expected to spur major infrastructure upgrades, attract global participation and trigger a tourism boost reminiscent of the 2010 Commonwealth Games in New Delhi.

Beyond sport, live entertainment is amplifying this momentum. The scale of the boom was on dramatic display when Coldplay's Music of the Spheres shows in Ahmedabad generated an estimated economic impact of around ₹641 crore, with the two-night run drawing over 220,000 fans and fuelling surges in hotel bookings, dining, transport and allied services.

Crucially, this surge isn't confined to metros. In 2025 alone, scores of mega concerts often defined as shows with more than 5,000 attendees - were staged across India, in cities from Kochi to Guwahati.

Economists call this the multiplier effect. A major sports fixture or concert doesn't just sell tickets; it fills hotel rooms, invigorates local transport networks, expands retail footfall and creates short-term jobs across sectors.

For India's youth, this is transformative. A generation once content to watch global spectacles on screens is now experiencing them live in their own cities-fueling participation, aspiration and belief.

Looking ahead, the big play is sustainability and scale. India is no longer just playing host-it is shaping the game. And the scoreboard suggests this is only the beginning.

The writer is a commentator on political and current affairs. He has previously served as the media adviser to the Jammu and Kashmir Chief Minister.

MENAFN04012026000049011007ID1110553197