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JioStar’s strategy puts cricket on a sticky wicket
Financial Express Lucknow
|December 09, 2025
BROADCAST CRISIS
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 motor-sport, basketball and MMA.
This story is from the December 09, 2025 edition of Financial Express Lucknow.
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