How Can Indian Brands Enter Global Sports Like Football and Formula 1?
Football and Formula 1 aren’t just sports; they’re global spectacles watched by billions. In 2024, Formula 1 had a viewership of over 1.5 billion, and the Premier League alone reaches 880 million households in 188 countries. For Indian brands looking to scale beyond borders, there’s no better platform.
Even though India is a major consumer market, most Indian brands have stayed away from global sports sponsorship. It’s worth exploring why this gap exists, and what steps they can take to bridge it.
The international sports sponsorship markets are booming in 2024 and 2025:
- Formula 1’s revenue crossed $3.2 billion in 2024, largely driven by sponsorships and media rights.
- European football clubs are increasingly signing brand deals with Asia-Pacific companies, seeking to tap into fast-growing fanbases and spending power.
- Digital sponsorship activations – like social media content, OTT documentaries, and athlete led- style campaigns, have made entry easier for non-Western brands.
This opens a valuable opportunity for Indian brands to make their mark and gain global visibility.
The Playbook: How Indian Brands Can Actually Enter Global Sports Like Football & F1
Going global doesn’t mean spending millions blindly. It requires a smart, athlete led campaign phased approach. Here’s how Indian brands can make it happen:
Whether your brand is aiming to grow through sponsorship or expand globally, sports sponsorship can be a smart and effective move. It helps increase visibility, build credibility, and connect with audiences across borders. For Indian brands, this is the right time to explore the global sports space and take bold steps forward.
1. Begin with Local Activation, Then Scale Globally
Some brands test the waters by launching football or F1-based campaigns in India, fan contests, meetups, limited-edition merch, etc. Once they gain traction locally, they scale up to official sponsorship deals globally.
2. Start with Regional Sponsorships
Top football clubs and Formula 1 teams often offer market-specific sponsorships. Indian brands can start by becoming regional partners, targeting visibility in South Asia, Southeast Asia, or the Middle East. This keeps costs lower while still accessing massive fan bases.
3. Collaborate with Individual Athletes
Partnering with globally followed athletes is a more focused, often cost-effective entry strategy. With digital-first campaigns, even a single athlete endorsement can drive high engagement across countries.
4. Leverage Global Tournaments and Events
Global tournaments like the FIFA World Cup, UEFA Champions League, or specific F1 races offer shorter, high-impact opportunities. Indian brands can enter these through time-bound campaigns during peak moments, gaining visibility without locking into long-term deals.
Work with Sports Marketing Agencies
Sports marketing agencies are like matchmakers between brands and global teams. They help you find the right club or event, take care of contracts and legal stuff, and come up with creative ideas to make your sponsorship stand out. Indian brands can team up with global agencies or local firms that know how to handle international deals, making it easier to get started in the world of sports sponsorship.
Real-World Examples: Indian Brands Making Moves
While the list is still growing, a few Indian brands have already stepped into global sports:
Currently Sponsoring
- BKT Tires
BKT has deepened its presence in global basketball by becoming the Title Sponsor of the BKT Euro Cup in 2023. This is part of its long-standing partnership with Euro League Basketball since 2020, aligning the tire giant with Europe’s top-tier basketball competitions.
- Amul
Amul is currently the Official Sponsor of the Sri Lanka Men’s Cricket Team for the ICC Men’s T20 World Cup 2024. This move reinforces the brand’s growing presence in global sports beyond Indian borders.
Previously Sponsored
- Amul
Ahead of the FIFA World Cup 2022, Amul became the regional sponsor (India region) of both the Argentina and Portugal National Football Teams, a bold international branding move aligning with global football icons like Messi and Ronaldo.
- HCL Technologies
From 2015 to 2018, HCL served as the Digital Transformation Partner of Manchester United, helping the club enhance fan experience and technology infrastructure during a critical period of digital evolution.
- Muthoot Group
The group partnered with Arsenal Football Club as its official regional sponsor in India, using the global appeal of the Premier League to strengthen brand prestige and connect with younger, football-loving audiences.
These brands show that Indian companies can and should dream bigger when it comes to sports.
Why This Matters for India
This isn’t just about branding. When Indian companies enter these spaces:
- It boosts India’s image globally
- It encourages more Indian athletes to step up
- It sets new marketing benchmarks for homegrown firms
And with the current boom in India’s startup and consumer space, the time is now.
Conclusion: It’s Not Out of Reach
In 2025, the world is more connected than ever. Indian brands no longer need to wait for “the right time” to go global, they just need the right strategy. Whether it’s football in Europe or racing circuits across the world, the doors are open. What matters is how we walk through them.
