Athlete endorsements in India crossed the Rs 1,000 crore mark for the first time to reach Rs 1,224 crore in 2024, led by cricket and endorsements for emerging sports boosted by the Olympic Games Paris 2024, as per a report by GroupM India.

“This rise was driven not just by cricket but also by emerging sports, where icons like Neeraj Chopra, PV Sindhu and Manu Bhaker led a 46 per cent increase in non-cricket endorsements to Rs 170 crore,” said the report titled Sporting Nation. However, cricket still leads the overall endorsement share with 87 per cent. Cricket endorsements in 2024 saw a rise of 30 per cent to Rs 1,054 crore on a year-on-year basis (Y-o-Y). The report also added that the 32 per cent rise in athlete endorsements to Rs 1,224 crore last year was the highest annual growth rate in this segment in 14 years on a Y-o-Y basis.

“The record-breaking Rs 1,224 crore in athlete endorsements signals a shift—brands are betting big on individual icons across sports,” said Vinit Karnik, managing director, content, entertainment and sports, GroupM India in the report titled Sporting Nation. “As we enter a new era of engagement, innovation will be key in unlocking the next wave of commercial success in Indian sports.”

Apart from endorsements, the Olympic Games Paris 2024 also fuelled the growth of emerging sports sponsorships, which rose by 19 per cent to Rs 2,461 crore last year.