JioStar’s manoeuvring puts cricket on a sticky wicket

Broadcaster JioStar’s googly to ICC just two months ahead of the men’s T20 World Cup is a wake-up call for the country’s cricket ecosystem, say experts. While cricket still contributes the lion’s share to India’s sports advertising revenue — 85% of the total sports advertising revenue of around ₹16,633 crore in 2024 — ​​a​​​​ 2025 Nielsen report showed that cricket’s popularity among Indian youth (18-30) has dipped between 2019 and 2025, with younger fans exploring sports like motorsport, basketball and MMA.