Business · Markets · 7 hrs ago
JioStar vice-chair Uday Shankar urges patience in India's sports market
Uday Shankar, vice-chairman of JioStar, said investors need patience to build India's sports market.
Speaking at APOS Sports Edge 2026 in Mumbai, he said the opportunity extends beyond cricket, though returns may take longer than five years.
He pointed to the Indian Premier League as an example of value created through sustained investment and credited the Board of Control for Cricket in India with helping cricket grow.
Shankar said the IPL reaches about 650 million viewers and kabaddi about 450 million.
But broadcasters face rising costs for sports rights while advertising and subscription income have not kept pace, partly because many subscribers can pay only modest amounts.
He urged media companies to bid more carefully and find new ways to earn revenue, as connected TV grows and traditional television contracts.
He also called for a cricket calendar and formats that better excite fans, saying T20's pace and unpredictability have helped the sport grow.
JioStar vice-chairman Uday Shankar said investors need a long-term view to realise the potential of India’s sports market.
He said investors should not expect to exit sports investments within five years and should pair capital with innovation.
Shankar cited audiences of about 650 million for the IPL and around 450 million for kabaddi as signs of the market’s reach.
He said rising sports media-rights costs and weak advertising and subscription returns were putting pressure on broadcasting economics.
He also called for a rethink of cricket’s crowded calendar and formats, saying sport should be fun for fans.
- Who
- Uday Shankar, vice-chairman of JioStar.
- What
- He urged investors to take a long-term view of India’s sports market and called for innovation and changes to cricket’s calendar and formats.
- When
- He spoke at APOS Sports Edge 2026; the article was published on 11 October 2026.
- Where
- Mumbai.
- Why
- He said patience and innovation are needed to unlock the market’s potential, while broadcasters face rising rights costs and low returns.
This story does not have two clearly opposing sides.
India is going to be a very exciting sports market
So, investing in sport is a great idea, but your horizon has to be much longer. You can't look at a five-year horizon and say you will cash out,
The shorter format is fun. The sports authorities don't like this word, but at the end of the day, sport has to be fun, particularly in India. It has to excite people, it has to give them joy, it has to give them excitement,
This story does not have a timeline yet.
- Speaker
- Uday Shankar
- Role
- Vice-chairman of JioStar
- Event
- APOS Sports Edge 2026
- IPL audience
- About 650 million people
- Kabaddi audience
- Around 450 million people
- Publication date
- 11 October 2026
Sources
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