Sports Advertising in India: How to Win Big by Supporting Local and Going Strategic

If you ever get goosebumps at the end of a one-over cricket finish or catch a kabaddi crowd roaring in full force, you already know that sports in India are a pure emotion.

But here is that thrill for marketers: where there is passion, there are immense advertising business opportunities.

Whether it be some big league instance of IPL or a neighborhood football tournament, sports advertising allows your business to connect with audiences while they have their full attention. And perhaps the coolest part is that you do not need a multimillion rupee budget to get started. Indeed, some of the most durable and impactful brand impressions happen at the local level, where matters of community pride, the small business hustle, and personal connection take center stage.

So, what constitutes sports advertising? How does it actually work? And how can you go about harnessing this potential in online environments, outside of them, nationally, and locally, for real tangible outcomes and far reaching effects?

Why Sports Advertising Still Scores in 2025

In a world flooded with digital ad clutter, sports still seem to have an entire uninterrupted moment. The audience is not just sitting and watching, they are feeling it. Be it cricket, kabaddi, football, or athletics, the fans invest emotions, and that's the emotion any brand wants to play on.

Here's why it works so well:

●   Undivided attention: No six or goal concerns anybody. Your commercial is right there turning the excitement on.

●   Emotional connect: They make you feel happiness, tension, or hope, making the brand messages more memorable.

●   Mass + micro reach: IPL is national, whereas a local kabaddi match in Nagpur connects you to hyper local audiences with great authority.

And here is something else to consider:

When you initiate your advertising through local sports, not only you reach your audience, but you further fuel dreams, amplify community pride, and give a lift to local businesses trying to keep these events alive.

So, What Is Sports Advertising?

Sport advertising means promoting any brand through a sports platform like the field, screen, audience, players.

The different kinds of promotion may range from:

●    TV and OTT ads during matches

●    Sponsoring teams, players, or tournaments

●    On-ground banners, hoardings, or LED boards at events

●    Jersey branding

●    Branded merchandise giveaways

●    Digital campaigns linked to live sports

From international cricket broadcasts to your neighborhood school's annual sports day, every brand has a place to shine.

How Big Is the Sports Advertising Market in India?

Let's pause to look at the various numbers.

Stat	Figure
Sports sponsorship market (2023)	₹9,500 crore+
Cricket's share in ad revenues	Over 85%
Growth of regional leagues	20% YoY
MSMEs involved in sports goods/services	3,500+

This space is increasingly growing and diversifying to accommodate local businesses and regional advertisers, especially those above market acceptance who understand their communities well.

Online vs Offline Sports Advertising: What’s Right for You?

Online Sports Advertising (Great for reach and targeting)

●   Ads on platforms like Hotstar, SonyLiv, during live matches

●   YouTube influencer campaigns with sports creators

●   Fantasy gaming partnerships (like Dream11 or MPL)

●   Branded Instagram Reels, memes, or contests during game season

Offline Sports Advertising (Great for trust and local connect)

●   Stadium banners, hoardings, and booths

●   Jersey sponsorships in school/colony tournaments

●   Co-branded merchandise (caps, water bottles, T-shirts)

●   On-ground event activations or stalls

Channel	Best For
OTT Ads	Urban reach, Gen Z/Millennials
School Sports Events	Hyperlocal, family buyers
YouTube Sports Vlogs	Storytelling, credibility
Local Tournaments	Mass visibility + trust

To get the best results, use both online and offline channels. Sponsor a team and promote it with digital shoutouts. That’s what smart branding looks like.

How Local Businesses Can Win with Sports Advertising

There is no need for a celebrity cricketer to make an impact. Even a chaiwala sponsoring the cricket competition of a colony carves out their recognition better than just an online banner ad.

Here's the recipe that makes small businesses make big movements through community sports:

Real-Life Wins:

●   A tournament sponsored by a local sweet shop in Surat gave away sweets as samples along with branded keychains for free. The sales saw an increase of 30 percent in the succeeding 3 weeks.

●   Kickstarted by a local clothing brand of Lucknow, Faridabad, they advertised during the kabaddi league on a local channel, which led to a 400% climb in Instagram followers.

●   In Jaipur, a local Ayurvedic product vendor gave away branded water bottles at the district marathon. Now, their name comes up in neighborhood WhatsApp groups for health tips.

Aren't these unicorns? These can be repeated by brands that have local roots and uphold community values.

Planning a Sports Advertising Campaign (Step-by-Step)

Set Your Goal

Visibility? Lead generation? Sales? Bringing more people through the door? Decide.

Choose the Right Format

Jersey branding, activation booths, OTT, or digital influencer collaborations, choose the one that fits your brand.

Choose the Sport and Audience

Cricket is big, but kabaddi, football, badminton, and even chess have loyal followings.

Set the Budget

Campaigns can start at a minimum of ₹10,000 (for local event sponsorships).

Track the Results

QR codes, coupon codes, and social mentions can make immediate rises in sales. These are all good indicators to measure the return on investment.

What Does Sports Advertising Cost?

Ad Type	Estimated Cost
Local jersey sponsorship	₹15,000 – ₹75,000
School tournament banner	₹5,000 – ₹25,000
OTT Ad during a cricket match	₹3–5 lakhs per 10 seconds
YouTube influencer video (sports)	₹20,000 – ₹2 lakhs (depending on reach)
Branded event booth at a local match	₹10,000 – ₹50,000

If you are after ROI, go beyond impressions, focus on the influence you build within the community.

Sports Advertising as Community Support

Supporting sports or backing grassroots athletes isn’t just sponsorship. It’s a way of giving back to your community.

You support:

●   Event organizers (often small businesses themselves)

●   Local athletes and students

●   Vendors selling snacks, merchandise, water, and transport

●   Print shops, caterers, photographers, and coaches

It does go far beyond advertising. Supporting the local economy, providing training, and backing someone’s dream.

Your brand becomes a matter of community pride, not just another product on the shelf.

Why Work with a Sports Marketing Agency Like Excellent Publicity?

Be it for a regional Kabaddi campaign or for branding on various OTT channels during the World Cup, it’s paramount to have the right partners with you.  

At Excellent Publicity, we offer: 

●   Plan national + hyperlocal campaigns

●   Connect brands to school/college tournaments

●   Offer OTT + stadium + social media ad placement

●   Create cost-effective options for local brands

●    Provide end-to-end execution + ROI tracking

Your role is to dream big.

Ours is to bring it to life.

Let’s Wrap with a Few Questions

●   What if your next 100 customers come from a local kabaddi match you sponsor?

●   How many small vendors could benefit if your brand helped fund a neighborhood tournament?

●   What would it mean if your brand wasn’t just seen, but remembered, trusted, and appreciated by your community?

That’s the power of sports advertising done right.

Let’s build visibility, loyalty, and community impact, one game at a time.

Are you looking to launch a sports campaign that is tailor fitted for your city, budget, and audience?

Well, feel free to get in touch.  www.excellentpublicity.com