The sports industry in China is valued at over $50 billion and is projected to grow significantly, with a focus on sports tourism, fitness, and broadcasting rights. The China Sports Industry Development Plan aims to increase the value of the sports industry to $815 billion by 2025.
In the vision of a Viksit Bharat (Developed India), sports play an indispensable role, not only in enhancing national pride and global stature but also in contributing to the holistic development of the nation. As India aims to rise as an economic powerhouse, achieving greatness in sports is equally crucial. Sports have evolved from a mere form of entertainment to a significant element of soft power, diplomacy, and national identity. To achieve the status of a developed nation by 2047, India must leverage sports to enhance its global standing, foster unity, and empower the youth. Here’s why India must emerge as a sports superpower and how it will shape India’s soft power globally.
China has successfully leveraged its position as a sports superpower to boost both its economic and geopolitical influence. The country has invested heavily in sports infrastructure, athlete development, and international sporting events. At the Tokyo 2020 Olympics, China topped the medal tally with 38 golds, 32 silvers, and 18 bronzes, further solidifying its dominance in sports. This success is the result of China’s strategic investment in programs like the Olympic Sports Training Program, which provides world-class facilities and coaching to athletes. The sports industry in China is valued at over $50 billion and is projected to grow significantly, with a focus on sports tourism, fitness, and broadcasting rights. The China Sports Industry Development Plan aims to increase the value of the sports industry to $815 billion by 2025. Additionally, China uses sports diplomacy as a key tool to enhance its global influence, hosting major international events such as the Beijing 2008 Olympics and the 2022 Winter Olympics. Through these initiatives, China not only strengthens its soft power but also drives domestic growth and enhances its international image, positioning itself as a global leader in both sports and diplomacy.
The Growing Significance of Sports in Modern Geopolitics
In the current century, geopolitics is increasingly shaped by non-military tools of influence, and soft power has emerged as a key instrument. Soft power refers to the ability of a country to attract and persuade others to adopt its values, culture, and ideals without the use of coercion or force. Unlike hard power, which involves military or economic might, soft power works through diplomacy, cultural exchange, media influence, and, increasingly, sports. Sports diplomacy is fast becoming one of the most powerful methods for nations to foster goodwill, strengthen international relationships, and elevate their global profile.
Sports as a Pillar of Soft Power
Sports have the unique ability to transcend cultural, linguistic, and political barriers. They provide a platform for nations to connect with diverse audiences across the world and build a positive image. Major international sporting events like the Olympic Games, FIFA World Cup, Asian Games, and ICC World Cup are watched by billions, offering countries an opportunity to showcase their culture, hospitality, and organizational capabilities. Nations that excel in sports are often seen as strong, vibrant, and dynamic—factors that positively influence their global reputation.
In particular, countries that invest heavily in sports and host major global sporting events are able to enhance their diplomatic ties and economic influence. For instance, the 2018 FIFA World Cup in Russia not only showcased Russia’s ability to organize a global event but also strengthened its political and cultural ties with several countries. Similarly, when China hosted the 2008 Beijing Olympics, it positioned itself as a rising global superpower. Hosting such events helps countries to improve their image and foster long-lasting relationships with nations across the world.
The Role of Sports in Enhancing India’s Soft Power
India, despite being a cultural powerhouse with a rich history, has not yet fully capitalized on the potential of sports to enhance its soft power. According to the National Soft Power Index 2021, India ranked 35th among 60 countries, far behind global leaders such as the United States, China, and even smaller nations like Japan. While India is a dominant force in industries like technology, finance, and film, its sporting achievements are still developing, leaving a gap in its global soft power footprint.
However, the immense potential India has in the field of sports cannot be overstated. The country has a huge population, a burgeoning youth demographic, and an innate sporting culture, particularly in cricket, field hockey, and wrestling. Moreover, the rise of Pro Kabaddi League (PKL), Indian Premier League (IPL), and the emergence of Indian athletes like Neeraj Chopra (Olympic gold in javelin), P.V. Sindhu (Olympic silver and bronze in badminton), and Mary Kom (six-time world champion in boxing) show the rising tide of Indian sports talent.
While these achievements have generated global attention, India’s sports ecosystem still remains underdeveloped in comparison to global giants like the United States, Russia, and Australia. To enhance India’s global soft power, a more strategic and inclusive approach to sports development is required.
How Becoming a Sports Superpower Can Strengthen India’s Global Position
- Global Visibility and Influence: When a nation becomes a sports superpower, it significantly increases its global visibility. Countries like the USA, Russia, and China use their dominance in sports as an element of their foreign policy, leveraging sporting achievements to boost their international standing. India can achieve this by investing in grassroots sports, improving its training infrastructure, and ensuring its athletes perform on the global stage.
- International Diplomacy: Countries with strong sports capabilities often use sporting events to engage in sports diplomacy. Through hosting international competitions or participating in sporting alliances, India can enhance its bilateral ties with countries across the globe. For example, India’s growing presence in the IPL has helped build relationships with countries like Australia, England, and South Africa. This creates pathways for political and economic collaborations.
- Cultural Diplomacy and National Identity: Sports offer a powerful platform for showcasing a nation’s cultural values. India has a rich sporting heritage that includes traditional games like Kabaddi and Kho-Kho, which could serve as excellent cultural exports. By reviving and promoting such sports, India can present its unique culture to the world, thereby enhancing its cultural diplomacy. Sports figures like Sania Mirza, Sushil Kumar, and Vinesh Phogat can also be used as cultural ambassadors to represent India globally.
- Youth Engagement and Empowerment: India has a youth population of over 600 million, making it the largest youth workforce in the world. Sports can provide these young people with an avenue to channel their energy, develop discipline, and achieve success, all of which contribute to nation-building. A thriving sports culture will create job opportunities, boost local economies, and provide youth empowerment, which in turn strengthens India’s soft power.
- Economic Growth and Tourism: Hosting major sporting events, such as the 2036 Olympics in India, can boost the country’s economy through tourism, sponsorships, and international trade. The infrastructure improvements and stadium constructions needed to host such events will also provide a long-term boost to local economies. For example, Rio de Janeiro witnessed a rise in tourism during the 2016 Olympics, which provided a much-needed economic boost to Brazil.
- Social Impact and National Unity: Sports have the ability to transcend barriers like caste, religion, and ethnicity. Through nationwide sporting initiatives, India can foster a sense of unity and national pride. Cricket, for example, is not just a sport in India; it is a unifying force that brings millions together. Likewise, through investments in women’s sports, Para sports, and indigenous sports, India can promote inclusivity and social equity.
India’s Sporting Aspirations: Setting the Bar High
India’s ambition to secure a top 10 position at the Olympic Games by 2036 and to host the 2036 Olympics is a reflection of the nation’s broader goals—transforming into a global leader not only in economic and political spheres but also in the domain of sports. This ambition represents a vision of a self-reliant, strong, and dynamic India—one that is globally competitive, both economically and in the sporting arena. The significance of sports as a tool for national pride, identity, and international diplomacy cannot be overstated.
India’s Growing Sports Ecosystem
India’s sports ecosystem is undergoing a major transformation, with a strong emphasis on grassroots development, improving infrastructure, and providing better support to athletes. Over the years, there has been a systematic effort to build an inclusive and sustainable sports infrastructure that will enable athletes to not only compete but also succeed at the highest international levels.
Programs such as Khelo India are designed to identify and nurture young talent from the grassroots level. Khelo India focuses on identifying potential athletes at the school level, providing them with scholarships, training, and equipment. This initiative is essential to creating a pipeline of athletes who can represent India in the future at major global competitions, including the Olympics. Similarly, the Target Olympic Podium Scheme (TOPS) has been instrumental in supporting high-performance athletes with the resources they need to train and compete internationally. Under TOPS, athletes receive financial assistance, world-class coaching, and scientific support to enhance their performance.
The Tokyo 2020 Olympics: A Milestone
India’s performance at the Tokyo 2020 Olympics marked a significant milestone in the country’s sporting journey. India secured 7 medals—1 gold, 2 silver, and 4 bronze—surpassing its previous best of 6 medals at the London 2012 Olympics. The gold medal, won by Neeraj Chopra in javelin throw, was especially historic, as it was India’s first-ever Olympic gold in athletics. This achievement reflected not only the individual brilliance of athletes but also the fruits of the country’s growing investment in sports infrastructure, training, and support.
Despite this success, India’s overall medal tally still lags behind other sporting powerhouses. China, for instance, won 38 golds, 32 silvers, and 18 bronze at the Tokyo Olympics. Similarly, USA secured 39 golds, showcasing their dominance in a variety of sports. This highlights the gap that India still needs to bridge to become a consistent top performer in the Olympics and secure a spot among the top 10 Olympic performers by 2036.
Bridging the Gap: From Grassroots to Global Success
To truly become a sporting superpower, India needs to continue focusing on improving its sporting ecosystem across several dimensions:
- Grassroots Development: Initiatives like Khelo India are essential for identifying sporting talent at the grassroots level. By engaging students in sports and providing opportunities for early development, India can ensure that talent is discovered at an early age and nurtured through proper channels.
- Training and Coaching: Increasing investment in world-class training facilities and hiring expert coaches from around the world will give Indian athletes the competitive edge they need to succeed on the international stage. Top athletes like Neeraj Chopra, P.V. Sindhu, and Lovlina Borgohain have shown that with the right support and infrastructure, Indian athletes can compete at the highest levels.
- Funding and Sponsorship: The involvement of corporate entities and increased sponsorships are critical to improving the financial standing of Indian athletes. Corporate India, much like the role they play in the startup ecosystem, must take an active role in investing in the sporting ecosystem—whether it is by supporting national leagues, training facilities, or individual athletes. This would help bridge the gap between India and top Olympic performers in countries like the USA, China, and Russia.
- International Competitions and Exposure: Participation in international competitions is vital for gaining experience and improving performance. Indian athletes need regular exposure to global sporting events and competitions to measure their progress, compete with the best, and bring back valuable lessons to improve their skills. It is equally important for India to host more international sporting events, which would further boost the country’s image and help improve the level of competition in domestic sports.
- Youth Engagement and Inclusion: The youth of India make up a large part of the country’s population, and engaging them in sports is crucial for future success. Expanding the reach of sports to Tier 2/3 cities and rural areas will help tap into untapped potential and create a more inclusive sporting culture. These efforts could mirror the growth of sports in other countries, such as the rise of football in the USA or the dominance of badminton in China, where grassroots development has been a key factor.
The Economic Case: How Sports Drive National Development
In the 21st century, sports have evolved from being mere recreational activities to major economic drivers that contribute to a nation’s development. A thriving sports ecosystem does much more than bring home Olympic medals—it acts as a powerful engine for economic growth, job creation, national pride, and global influence. The sports economy has far-reaching effects, making it a vital component of a country’s overall economic strategy.
The Growing Sports Industry in India
The Indian sports industry was valued at approximately $2.7 billion in 2020 and is projected to grow at an impressive annual rate of 15-20%. This growth is driven by increased government focus on sports development, the rise of sports leagues like the Indian Premier League (IPL), and the growing interest in fitness, wellness, and recreational sports among the population. As India continues its journey toward becoming a Viksit Bharat (Developed India), the sports sector is poised to become a critical part of the national development agenda.
Investing in sports infrastructure—whether it’s stadiums, training facilities, or sports academies—creates a direct economic impact. These investments stimulate the local economy by generating employment opportunities in construction, maintenance, and operations. Moreover, the expansion of sports infrastructure encourages the growth of related sectors such as hospitality, transportation, and retail, contributing to the overall economy.
Jobs and Economic Multiplier Effects
Sports development generates numerous job opportunities, both directly and indirectly. Construction workers, engineers, event managers, and hospitality staff are just a few of the categories benefiting from the growth of sports infrastructure. Additionally, there are downstream benefits in industries like advertising, media, and broadcasting, which capitalize on the attention sports events attract.
According to the World Economic Forum, the sports sector’s multiplier effect can create jobs across several industries, including tourism, technology, marketing, and manufacturing. For example, the production of sports equipment and apparel directly impacts local industries, stimulating both domestic and export markets.
Sports and Tourism: A Symbiotic Relationship
Sports tourism is another significant driver of economic growth. Countries with a strong sporting presence—whether through hosting global tournaments, such as the FIFA World Cup or the Olympic Games, or through the success of national athletes—attract international tourists. This influx of tourists contributes directly to the economy by increasing demand for hotels, restaurants, transportation, and local attractions.
For example, the Tokyo 2020 Olympics generated approximately $4.3 billion in revenue, not just from ticket sales, but also from increased tourism, sponsorships, and global broadcasting rights. Hosting such events creates a lasting legacy for cities and countries by improving their global brand recognition and creating a framework for future sports tourism opportunities.
India has the potential to capitalize on this opportunity. By investing in world-class sporting facilities and successfully hosting international sporting events, such as the 2036 Olympic Games, India can attract a massive influx of international visitors. This would not only increase the nation’s global profile but also serve as a magnet for foreign direct investment (FDI) in sports-related businesses.
National Pride and International Influence
Sports have an intrinsic link to national pride. Countries that excel in sports inspire their citizens and cultivate a sense of unity and national identity. This pride is not limited to the domestic front but extends to global audiences as well. The visibility that comes with hosting international sporting events and the performance of athletes on the world stage can significantly elevate a country’s soft power and diplomatic influence.
For example, countries like the USA, China, and Russia have leveraged their success in international sports to assert dominance in global diplomacy. Hosting major events like the Olympics or the World Cup not only allows these countries to project their influence but also attracts significant economic benefits through sponsorships, media rights, and tourism. In the case of India, hosting the 2036 Olympics could serve as a powerful demonstration of the nation’s growing stature on the global stage, both economically and politically.
Creating a Path for Growth
India’s ambition to become a sports superpower by 2036 and host the Olympics is not only about achieving excellence in sports. It is part of a broader vision to harness the economic potential of sports to fuel national growth. By investing in infrastructure, fostering public-private partnerships, and promoting the corporate sector’s involvement, India can build a robust sports ecosystem that generates long-term economic returns.
Additionally, focusing on sports as an industry—with dedicated initiatives to develop local talent, build infrastructure, and improve coaching—will further solidify the sector’s potential as an economic driver. In the near future, sports could become a primary pillar of India’s economy, contributing to job creation, improving national infrastructure, and creating new opportunities for innovation.
Enhancing Soft Power through Sports Diplomacy
India’s growing presence in sports can enhance its soft power by improving its global image. India can use sports as a tool for cultural exchange, establishing itself as a nation that values fitness, inclusivity, and the spirit of competition.
One of the most significant opportunities for India lies in the growing popularity of cricket and kabaddi, both of which are unique to the country. The Pro Kabaddi League (PKL), launched in 2014, has become one of the most-watched sports leagues in the country, attracting international viewership and sponsors. Indian Premier League (IPL), a cricket league, has become a global phenomenon, with its reach extending far beyond the borders of India. The IPL generated an estimated $6.5 billion in brand value in 2023, making it one of the most lucrative sports leagues in the world.
Sports as a Tool for Social Transformation and Unity
Sports have always been more than just physical activities or forms of entertainment. In the context of a diverse country like India, sports serve as a catalyst for social change and unity, playing a key role in addressing critical social issues such as social inclusion, rural development, and youth empowerment. By embracing sports as a transformative tool, India can not only enhance its global standing but also drive positive social change at the grassroots level.
Harnessing the Potential of Rural India
India is home to more than 6 lakh villages and a population of 1.4 billion people. Despite this vast potential, the country’s rural regions often remain overlooked in terms of access to resources, education, and infrastructure. The vast majority of raw athletic talent remains untapped in these areas, primarily due to the lack of sports infrastructure and training opportunities.
By focusing on sports development in rural India, India can unlock the hidden talent that exists in these communities. Rural youth, particularly in Tier-II and Tier-III cities, face limited access to advanced training and coaching facilities, which restricts their ability to realize their potential. Investing in sports facilities in rural areas can help level the playing field, giving every child, regardless of their background, the opportunity to excel in sports.
Programs like Khelo India and the establishment of District-Level Sports Schools aim to bridge this gap by identifying and nurturing sporting talent from the grassroots level. These initiatives provide financial support, specialized training, and the infrastructure required to help youth from rural areas transition to professional sports.
Moreover, these programs encourage community participation and create a sense of ownership and pride within villages, fostering social cohesion. In the long run, sports can help break the cycle of poverty by providing young people with opportunities to rise above their circumstances and represent their country on international platforms.
Women Empowerment through Sports
Gender equality remains a significant challenge in India, with women often facing barriers in education, employment, and social mobility. Sports offer a unique platform to break down these barriers and promote women empowerment. India has witnessed a growing number of women athletes who have not only excelled in their respective fields but have also become powerful symbols of strength and resilience.
Women like Mary Kom, P.V. Sindhu, Mithali Raj, and Hima Das have defied societal expectations and excelled on the world stage, bringing pride to the nation. These athletes have inspired millions of girls and young women across India to pursue sports, showing them that they can achieve greatness, irrespective of gender.
The Khelo India Women’s League and other government initiatives are designed to provide women with the resources and opportunities needed to succeed in sports. The Khelo India Scheme, in particular, offers scholarships and training to young women athletes, empowering them to compete at national and international levels. Additionally, efforts to improve women’s sporting infrastructure are helping create a more inclusive environment where female athletes are provided with the same opportunities as their male counterparts.
Such programs not only improve medal outcomes but also serve as a statement about the country’s commitment to gender equality. By promoting women’s sports, India is signaling that it values the contribution of women to the national narrative and is actively working toward creating an inclusive society.
Social Inclusion and National Unity
Sports also play a crucial role in fostering national unity and social inclusion. In a country as diverse as India, where regional disparities and cultural differences often create divides, sports have the unique ability to bring people together. Whether it is the Indian national cricket team uniting millions of fans during the ICC tournaments or the Hockey team’s performance in the Olympics inspiring national pride, sports transcend linguistic, cultural, and geographical barriers, creating a sense of belonging and shared identity.
Programs aimed at inclusive sports development foster a sense of community by encouraging participation from all sections of society, including marginalized communities. For example, initiatives focused on tribal populations, scheduled castes, and backward classes can bring these communities into the mainstream of sports, giving them a platform to showcase their talent and compete at national and international levels.
In turn, these initiatives help bridge the gap between urban and rural India, ensuring that talent from remote regions and disadvantaged backgrounds gets the recognition it deserves. Sports can, thus, become a unifying force, promoting social harmony and inclusiveness in a rapidly evolving nation.
The Roadmap: Key Initiatives for India’s Sporting Future
To transform India into a sports superpower and enhance its soft power globally, several key initiatives need to be implemented:
- Investment in Infrastructure: Modernize sports facilities across the country, especially in rural and underserved areas.
- Targeted Athlete Development: Focus on developing elite athletes through world-class coaching, training programs, and international exposure.
- Corporate Partnerships: Encourage corporate houses to adopt sports through CSR initiatives, funding district-level sports schools, and creating training academies.
- Host Major International Events: Secure hosting rights for the 2036 Olympics, which will provide a platform to showcase India’s sporting capabilities and infrastructure to the world.
- Promotion of Indigenous Sports: Revitalize indigenous sports like Kabaddi, Kho Kho, and Wrestling to strengthen cultural diplomacy and celebrate India’s unique heritage.
As India charts its path toward becoming a Viksit Bharat, becoming a global sports superpower will be an essential pillar of that transformation. Sports not only improve national pride and economic growth but are also powerful tools for building soft power. With the right policies, partnerships, and investments, India can not only excel at the 2036 Olympics but also use sports as a catalyst for social change and unity. By nurturing talent, investing in infrastructure, and fostering inclusivity, India will emerge as a sporting nation, enriching its identity and cementing its position on the global stage.
