Sports is inspiring, engaging, immersive, emotion evoking, and a rapidly
growing industry worldwide. While sports in India has usually been a
government-led initiative, the private sector has historically participated
through corporate social responsibility channels, PPP in sports infrastructure
development and for profit sports academies. Now, sports leagues have emerged as a primary vehicle for the private sector.
Impressive growth in viewership of sports other than cricket provides a glimpse of our potential to be a multiple sports nation. Further, growing female viewership, acceptance of ‘rurban’ sports and increasing digital on-the-go sports consumption are boosting broadcasters and sponsors.
The KPMG-CII whitepaper on ‘The business of sports’ attempts to highlight the common grounds between all stakeholders to enhance the development of sports in India and create a road map for a potentially successful collaboration between business and sports.
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