25-06-2025
'India's growing influence in sport is reflection of its growing significance on global stage': JioStar's Sanjog Gupta
Sanjog Gupta, CEO, Sports and Live Experiences, Jiostar
Speaking at the APOS Fireside Chat in Bali, Sanjog Gupta, CEO - Sports & Live Experiences at JioStar, painted a compelling picture of India's rising global influence in sports, driven by an expanding
digital economy
and consumer-centric innovation.
Gupta's remarks coincided with the release of IPL 2025: A Year of Firsts, a report that underscores the tournament's unprecedented scale, engagement, and monetisation.
'India's growing influence in sport is nothing but a reflection of India's growing significance on the global stage, driven by a strong consumption-oriented economy,' Gupta stated, positioning JioStar's work at the heart of this evolution.
He revealed that IPL 2025 became the most monetised sporting event in Indian history, reaching 1.19 billion viewers across TV and digital platforms, and achieving historic peaks in ad revenue, subscription growth, and platform innovation.
Bombay Sport Exchange Episode 1: Interview with Sanjog Gupta, CEO (Sports) at JioStar
According to Gupta, JioStar's hybrid subscription model and personalised, accessible user journeys played a key role: 'Our mission wasn't to incrementally change the landscape—it was to completely shift how consumers perceive paying for content. Much like retail, we allow viewers to experience content freely, and then choose deeper engagement.'
He emphasised that JioStar has invested over $500 million, beyond media rights, into technology, production, and marketing to grow the sports ecosystem in India, further noting the 3.5x viewership growth of the English Premier League on their platforms, and their long-term vision for kabaddi as a year-round, mainstream sport.
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With features like AI-generated highlights, VR streaming, voice search, MaxView 3.0, and inclusive additions like Indian Sign Language interpretation and audio descriptive commentary, IPL 2025 was reimagined for every screen, device, and fan.
'Live sports activate all four pillars of the digital media economy—attention, passion, affiliation, and action,' Gupta said. 'IPL 2025 wasn't just about numbers—it was about meaningful, emotional moments that moved millions.'
As India's media ecosystem evolves, JioStar's innovations offer a blueprint for the future, where sports, entertainment, and technology blend into unforgettable, personalised experiences for fans and brands alike.
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