Archive · 17 Sep 2026
India's Emerging Sports Ecosystem Seeks Growth Beyond Cricket
Cricket is still India’s biggest sport, but other sports are starting to grow.
New leagues are helping athletes become more visible.
Sports such as kabaddi, hockey, boxing and kho-kho are attracting more interest.
Kho-kho has even been played internationally by teams from many countries.
Finding talented children is only the first step.
Athletes also need good coaching, food, medical care and help after injuries.
Brands and broadcasters could help these sports grow instead of focusing mostly on cricket.
The goal is to give many Indian athletes a better chance to succeed, including at the 2036 Olympics.
India’s sports industry is expanding beyond cricket through leagues, investment and grassroots programmes.
Kabaddi, hockey, archery, shooting, boxing, kho-kho and pickleball are among the sports gaining attention.
Kho-kho’s international growth was highlighted, with 29 countries and 41 teams cited at its World Cup.
Experts say athletes need early identification, training, nutrition, sports science, rehabilitation and coaching.
The article argues that brands and broadcasters should support athletes and emerging leagues through longer-term investment.
- Who
- Mandeep Malhotra, founder and CEO of Srishti Media, discussed India’s expanding sports ecosystem with Kalpana Ravi.
- What
- India is developing sports beyond cricket through leagues, investment, media support and grassroots programmes.
- When
- The article does not specify when the conversation took place; it references an ambition for 100 Olympic medals by 2036.
- Where
- India, with kho-kho’s international development also discussed.
- Why
- To build sustained sporting success by identifying talent early and providing athletes with long-term training, infrastructure, medical and commercial support.
Cricket-Centered Approach
Diversified Sports Ecosystem
Investment and audience focus
Cricket-Centered Approach
Cricket remains attractive to brands because its audiences and commercial returns are easier to measure.
Diversified Sports Ecosystem
Investment should expand to other sports, whose less crowded markets could create new commercial opportunities.
Role of media companies
Cricket-Centered Approach
Broadcasters can primarily acquire rights for established sports with proven audiences and viable returns.
Diversified Sports Ecosystem
Broadcasters could help build emerging leagues through airtime, equity and sustained content support.
Athlete promotion
Cricket-Centered Approach
Sports marketing can remain centered on events and competition outcomes, including medal results.
Diversified Sports Ecosystem
Brands and media should make athletes the heroes and build stories and personalities beyond medal tallies.
- Sports mentioned
- Kabaddi, hockey, archery, shooting, boxing, kho-kho and pickleball
- Kho-kho participation cited
- 29 countries and 41 teams at the referenced World Cup
- Long-term ambition
- 100 Olympic medals by 2036
- Athlete support needs
- Training, nutrition, sports science, rehabilitation and coaching
- Commercial opportunity
- Emerging sports may offer brands less crowded advertising environments
- Broadcaster role
- Media companies could provide airtime, equity or sustained content support
- Core objective
- Create a deep pool of athletes rather than relying on a single medal prospect