Why brands need a bigger playing field than cricket

Cricket Has Earned Every Bit of Its Success

For over three decades, brands in India have backed cricket with complete confidence. Year after year, marketing budgets have found their way to the game because it has consistently delivered what few other platforms can—scale, engagement and an emotional connection with millions of consumers. The success of the IPL has only strengthened that belief. It has become a benchmark for how sport, entertainment and commerce can come together to create a winning proposition for everyone.

There is no reason why brands should think differently. Cricket has earned its leadership.

Yet, every time another major sporting event comes along, one question crosses my mind. Are we, as marketers, becoming too dependent on one sport? More importantly, are we overlooking an opportunity to build a richer sporting culture that can benefit viewers, athletes, broadcasters and brands alike?

This is not a call to shift budgets away from cricket. That would neither be practical nor necessary. Cricket is deeply woven into India's sporting identity and no other game is likely to replace it in the foreseeable future. But surely a country of India's size can create room for more than one successful sporting property.

This Summer Offered a Glimpse of the Future

The sporting calendar over the last few months was unusually crowded. Indian audiences moved from the FIFA World Cup to Formula One, from Wimbledon to the English Premier League, while also following UFC and India's cricket tour of Ireland. A decade ago, many would have assumed that only cricket could command sustained attention. That assumption no longer seems entirely valid.

One development that particularly caught our attention was the FIFA World Cup. Zee Entertainment secured the broadcasting rights at the last moment, and many advertisers initially preferred to watch from the sidelines. It was understandable. Zee had not been identified with sports broadcasting in the way some other networks had been.

But as the tournament progressed, the mood changed. Viewership held up well, conversations around football gathered momentum and brands that had stayed cautious slowly began coming on board. It was a reminder that if the product is compelling and the audience is engaged, advertisers are willing to respond.

Different Sports, Different Audiences

Something similar is happening across several sporting properties.

Formula One has quietly built a strong following among younger and more affluent viewers. Wimbledon continues to attract audiences that many premium brands would like to engage with. The English Premier League has developed a loyal fan base that follows clubs throughout the season, while combat sports such as the UFC are steadily finding acceptance among younger viewers.

Closer home, the Pro Kabaddi League deserves special mention. Few would have imagined a decade ago that kabaddi would emerge as a professionally managed league capable of attracting sponsors and television audiences. Today, it has carved out its own identity. It may never rival cricket in scale, but it has proved that another sport can build a viable commercial ecosystem when given sustained support.

That, perhaps, is the lesson.

Every sport does not have to become another IPL. Every sport simply has to become relevant to its own audience.

Brands Stand to Gain the Most

From a marketer's point of view, this changing landscape opens up new possibilities.

Not every brand is looking for the largest audience. Many are looking for the right audience. A premium automobile brand may find Formula One a better fit than cricket. A youth-focused technology company may discover stronger engagement through football or the UFC. A brand with deep roots in regional India may achieve better resonance through kabaddi.

For years, marketers had very few options when it came to sports sponsorship. Today, they have choices. That can only be good for the industry.

Technology has helped make this possible. Streaming platforms, connected television and multilingual commentary have brought international sport much closer to Indian audiences. Fans no longer wait only for the IPL or an ICC tournament. They follow different sports through the year, often switching effortlessly from one event to another.

Growing Other Sports Will Strengthen Cricket Too

Supporting other sports should never be viewed as weakening cricket.

In fact, the opposite may be true. A country that celebrates many sports creates stronger athletes, better infrastructure, more professional leagues and greater public interest in sport itself. Cricket will continue to enjoy its special place, but it will exist within a much healthier sporting ecosystem.

That ecosystem will not emerge overnight. It will require patient investment from broadcasters, sports federations and brands. Some leagues will succeed; others may struggle. But unless that journey begins, India will continue to rely disproportionately on one sport to carry the weight of an entire sports economy.

The Time to Broaden the Playing Field Has Arrived

Cricket's leadership is secure. No one is questioning that.

The real opportunity lies in encouraging football, Formula One, kabaddi, badminton, athletics, tennis and several other sports to grow steadily over the next decade. As these properties mature, they will offer viewers more choice, athletes more opportunities and brands a wider range of platforms to tell their stories.

For marketers, that is perhaps the biggest opportunity of all. Instead of placing every bet on a single winner, they will have the confidence to build winning partnerships across a much broader sporting landscape.

That is not just good for brands. It is good for Indian sport.