Sports marketing in India beyond cricket
Cricket owns Indian sports marketing — and prices accordingly. That dominance has left a real opportunity in everything around it: athletes and leagues with devoted audiences and a fraction of the competition for endorsement.
Underpriced devotion
Badminton, kabaddi, wrestling, football and athletics have produced icons with intense, values-driven followings. Brands chasing authenticity and discipline can borrow those associations far more cheaply than a top cricketer costs.
Story beats stardom
Non-cricket athletes often carry a stronger underdog-and-grit narrative — exactly the story many brands want to be associated with. The endorsement feels earned rather than bought.
Time it to their moment
The Olympics, world championships and league seasons create sharp attention windows around these athletes. Planning around those moments turns a smaller fee into an outsized cultural presence.
