Sports Tech Market: How Technology is Transforming India’s Sports Industry

India’s sports technology market is poised for significant growth, primarily driven by the rapid expansion of the Fantasy Sports (FS) industry. A recent analysis of the sector illustrated multifaceted trends propelled by advancing technology and shifting viewer interest. Innovations are important for improving fan participation among India's digitally adapted audience, who consume athletic contests through cyber venues and dynamically connect on social media during live sports events. Research suggests that over four-fifths of sports supporters employ secondary screens while watching broadcasts. Beyond streaming and social networks, digital platforms serve to reserve tickets, procure sports merchandise and access stadium amenities. This tendency presents huge profit opportunities for platforms and brands and attracts enthusiasts. Meanwhile, analytics highlight the potential of virtual and augmented reality to heighten fan experience, especially among the youth. Simultaneously, wearable gadgets and specialised apps tailored for sports are augmenting coaching, training and performance analysis.

Technology is now an integral part of modern sports, transforming athlete training, performance enhancement and fan engagement leading to an overall growth of the sports industry. The sports technology market in India is a thriving industry, valued at Rs. 26,700 crore (US$ 3.07 billion) in FY24. The fan engagement sector leads the market, contributing Rs. 21,400 crore (US$ 2.46 billion), while the data and analytics segment represent Rs. 5,300 crore (US$ 610 million).

Adoption and role of digital transformation in sports development

Digital transformation is now a crucial driver for sports development, significantly enhancing fan engagement and operational efficiency. According to a joint report by Google and Deloitte, the Indian sports market is valued at Rs. 4,51,724 crore (US$ 52 billion) in FY24 and projected to reach Rs. 11,29,310 crore (US$ 130 billion) by FY30, with digital transformation and multi-sport enthusiasm being key contributors.

• Cricket: Smartwatches and heart rate monitors now track the players' physical conditions during training and matches. These devices provide real-time data on heart rate, speed, and movement, helping coaches make informed decisions. For example, the Catapult vector pro athlete monitor provides real-time data on player movement, workload, and fitness. It works like GPS trackers and sensors embedded in wearable devices, monitoring acceleration, sprinting speeds, and workload distribution. This helps coaches tailor their training routines which helps prevent injuries and optimise training intensity.
• Football: GPS trackers and motion sensors monitor a player’s positioning and workload. These devices reduce injury risks and optimise training programs. Hawk-Eye technology precisely calculates the ball's course, velocity, and rotation using tracking cameras stationed around the field. These high-speed cameras first capture the ball's movement. It then processes the data to calculate the ball's trajectory, speed, and spin, providing accurate real-time information.
• Other Sports: The rapidly swelling fervour for e-sports in India and worldwide has encouraged the use of AI and machine learning to enhance gamer presentation and supporter inclusion. Analysing information and offering tailored content helps players improve and makes fans feel connected to the sport. Innovations like Google’s Jacquard tag in football shoe insoles and AI-powered golf club designs are improving equipment performance and player insights.

Role of digitalisation in sports

The rise of sports startups and investments in India

India's burgeoning sports tech sector is witnessing an outbreak of new startups and rising investments, propelled by creativity and growing marketplace interest. There are currently 2,007 Sports Tech ventures in India, including industry leaders like Dream Sports, Dream11, MPL, Games24x7, and Hudle. Of these, 181 startups have secured funding, with 50 acquiring Series A+ financing rounds and 3 achieving unicorn status.

Capital infusions and investor enthusiasm for sports technology solutions are steadily increasing. Over the past decade, an average of 155 new sports tech startups were launched each year. Both government agencies and private sector participants actively support athletic innovation through initiatives such as the expansive ‘Khelo India’ program, which aims to evolve athletic infrastructure and nurture talent. Private investors and venture capital companies are also displaying keen interest in these startups.

These startups enhance fan participation through platforms and revolutionise athlete training and performance evaluation using AI and wearable technology. The blended support from government bodies and private investment is cultivating a vibrant ecosystem for sports tech progress within India.

Challenges and opportunities

Data Privacy and Accuracy: The collection of personal sports data raises privacy concerns, and ensuring the accuracy of technology in sports performance analysis is crucial. Convincing traditional sports to fully integrate technology can also be challenging. The integration of sports tech into traditional sports offers immense potential for improving performance and enhancing fan experiences, but it also brings significant challenges related to data privacy and accuracy.

Opportunities

Government support and policy initiatives: The Draft National Sports Policy 2024 aims to strengthen India’s sports ecosystem from the grassroots to the national level. Sports technology is expected to play a pivotal role in achieving this vision, offering advanced tools for fan engagement, training analytics, and athlete development. The government’s support for sports tech startups and enhanced infrastructure will be crucial for sustained growth.

Enhanced fan engagement and athlete performance: Technology is enhancing fan engagement through platforms like Dream11 and MPL, while improving athlete performance through AI and wearable technology. The integration of technology into sports is shaping the industry, potentially unlocking new levels of athletic excellence and talent identification.

Conclusion

India's sports technology market is projected to reach Rs. 49,500 crore (US$ 5.70 billion) by FY29, at a CAGR of 13% during FY24-FY29, with fantasy sports being a major driver. The Draft National Sports Policy 2024 aims to bolster the sports ecosystem by leveraging technology for economic development. This policy, combined with AI advancements, data analytics, VR, AR, Blockchain, and IoT, will help India enhance athlete performance, engage fans, and identify talent, supporting the growth of the sports technology market and establishing India as a global sports powerhouse. However, the market's trajectory will depend on how well regulatory support and infrastructure development can keep pace with technological integration.