Youth sports is India’s next sports business test

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Youth sports could be India’s next major sports business opportunity, with brands, leagues and policymakers chasing future fans early

Youth sports is emerging as one of the most underdeveloped opportunities in India’s sports economy, after McKinsey highlighted it as a fast-growing segment that can create not just athletes, but future fans, subscribers, ticket buyers and merchandise consumers.

The timing matters. India is spending more on grassroots sport, with the Khelo India program receiving ₹1,000 crore in FY 2025–26, according to government data. For brands and leagues, the bigger question is no longer only how to monetize marquee tournaments, but how to build loyalty before children become adult consumers.

McKinsey’s US research says youth sports already account for 15 percent of the sports economy and are expected to grow at a 9 percent CAGR. The broader US sports economy was valued at $160 billion in 2024 and could cross $300 billion by 2035.

Lucy Pérez, senior partner at McKinsey, put the opportunity plainly: “Youth sports account for 15 percent of the sports economy.” She added that parents notice “who’s sponsoring their kids’ games,” which can influence consumer choices.

For India, the implication is direct. Cricket academies, football schools, badminton centers, school leagues, sports tech platforms and local tournaments can become serious commercial channels if access, coaching quality and safety improve. The risk is a pay-to-play model that excludes lower-income children and narrows the talent pipeline.

The winners will be brands and sports organizations that treat youth sports as infrastructure, not charity. The market starts where fandom starts: on playgrounds, academy pitches and neighbourhood courts.