YouGov Indian Cricket Fandom Report 2026: Cricket, fandom and brand influence

New research from YouGov explores fan behaviour, media consumption, sponsorship engagement and support for women's sport

NATIVE CONTENT
Published: Jun 15, 2026 2:33 PM | 2 min read | Advertorial

The YouGov Indian cricket fandom report 2026 reveals that 55% of urban Indians continue to follow cricket, indicating the sport's enduring popularity despite a decline in interest for other sports.
The report highlights that 61% of cricket fans view their passion for the sport as a core part of their identity, with over half (54%) supporting teams by purchasing products from sponsors.
Streaming services have enhanced fan engagement, with 76% of fans finding it easier to follow their favorite teams and leagues.
There is a growing demand for women's sports, as 72% of cricket fans believe they deserve more media coverage and investment, reflecting shifting expectations for representation in the sporting ecosystem.

India's relationship with cricket is often described as unwavering. Yet beneath the headlines, the fan frenzy and the tournaments lie a more nuanced story: who today's fans are, how they engage with the sport, and what that means for brands seeking to connect with them.

The newly released YouGov Indian cricket fandom report 2026 explores these shifts through the lens of data. Drawing on insights from YouGov Profiles and YouGov Global Fan Profiles, the report examines cricket fandom across demographics, media consumption, sponsorship engagement and brand consideration.

The findings suggest cricket's dominance remains remarkably resilient. While followership for several other sports has softened in recent years, cricket has held steady, with 55% of urban Indians continuing to follow the sport. The sport's influence extends well beyond match days, with 61% of cricket fans saying their love for sports is core part of their personal identity.

Download the full report to explore the attitudes, media habits and brand preferences shaping India's cricket audience.

The report also highlights how fandom increasingly shapes consumer behaviour. More than half (54%) of cricket fans say they like supporting teams by buying products from their sponsors, while 76% say streaming has made it easier to follow the teams and leagues they support. Together, these findings point to an audience that is both highly engaged and increasingly accessible across digital channels.

The data also signals growing support for women's sport, with 72% of cricket fans believing women's sports deserve greater media coverage and investment, highlighting growing demand for broader representation across the sporting ecosystem and a clear indicator of shifting expectations for broadcasters, sponsors and media owners.

Inside the report:

How cricket fandom has evolved over the past three years
Who today's cricket fans are, by age and gender
Attitudes towards women's cricket and sports sponsorships
How fans consume sports content across TV, streaming and digital platforms
Which sponsorship formats generate the strongest visibility
The IPL teams, players and brands resonating most strongly with fans

Download the YouGov Indian cricket fandom report 2026 for a deeper understanding of India's cricket audience and the opportunities it presents for marketers, sponsors and media owners.

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