Brands Find New Growth Opportunities Beyond Cricket

For years, cricket dominated sports marketing investments in India. Today, that landscape is changing as brands increasingly explore opportunities across football, tennis, basketball, pickleball, and other sports to connect with diverse audiences.

From partnerships around Wimbledon and the FIFA World Cup to experiential NBA events and the rapid rise of pickleball, companies are broadening their marketing strategies to engage consumers beyond cricket.

A Growing Multi-Sport Audience

India's interest in non-cricket sports has grown significantly in recent years. Football has emerged as the country's second most followed sport, attracting nearly 300 million viewers. Meanwhile, Wimbledon continues to enjoy strong popularity, with India accounting for one of its largest international audiences.

This expanding fan base is encouraging brands to invest in multiple sporting properties rather than relying solely on cricket.

FIFA World Cup Drives Brand Engagement

For electronics brand Hisense, the FIFA World Cup has become an important platform to promote its premium television range.

According to the company, the tournament has helped boost demand for larger screen televisions, particularly in football loving regions such as West Bengal, Kerala, Odisha, the North East, Delhi, and Bengaluru.

To maximise engagement, Hisense has adopted a multi-channel strategy that includes outdoor advertising, retail activations, social media campaigns, and regional marketing initiatives designed specifically for football fans.

Meanwhile, Diageo India is approaching the tournament from a different perspective by using football as a way to strengthen emotional connections with consumers. Through its non-alcoholic beverage portfolio, the company aims to position the World Cup as a celebration of togetherness and shared experiences.

Both brands believe that long-term consumer engagement and brand building are more valuable than simply achieving high visibility during the tournament.

NBA Builds Communities Through Experiences

The NBA is also expanding its presence in India by focusing on year round fan engagement instead of limiting its efforts to sporting events.

Its BUDX NBA House returned to New Delhi after its successful Mumbai edition, bringing together basketball legends, celebrities, music, and interactive fan experiences.

According to NBA India, the country's sports audience is becoming increasingly diverse, encouraging brands to explore partnerships that extend beyond traditional cricket sponsorships.

The league sees opportunities in combining live games, grassroots initiatives, social media, and immersive events to create stronger relationships with fans throughout the year.

Pickleball Emerges as a New Marketing Platform

Among the fastest growing sports in India is pickleball, which is attracting attention from brands, celebrities, and investors alike.

Public figures including Karan Johar, Samantha Ruth Prabhu, and Sania Mirza have become associated with the sport through team ownership, brand partnerships, and investments, contributing to its rising popularity.

Hospitality brands have also begun incorporating pickleball courts into their properties, reflecting growing consumer interest.

Companies such as Picklebay are investing in developing tournaments and original sports properties instead of relying solely on established global events. The company believes that audience relevance and community engagement are more important than reaching the largest possible audience.

A Diversified Sports Marketing Strategy

Industry experts believe India's sports marketing ecosystem is entering a new phase where multiple sporting properties can coexist alongside cricket.

While cricket continues to offer unmatched scale, sports such as football, basketball, tennis, and pickleball provide brands with opportunities to build passionate communities, encourage year round engagement, and create stronger emotional connections with consumers.

Rather than replacing cricket, these emerging sports are helping brands build more balanced marketing portfolios that combine mass reach with deeper audience engagement.