In this episode of Industry Spotlight by Creative First, Vinit Karnik, Managing Director of Content, Entertainment and Sports at WPP Media, joined Lohita Sujith, Sr. Director, Copyright & Digital Economy, Motion Picture Association, to discuss the evolution of India’s sports ecosystem and the strategies needed to build sustainable sports properties beyond cricket.

Vinit reflected on the evolving sports landscape, highlighting the rapid growth of community-driven activities such as pickleball, paddle sports, and marathons. He observed a broader shift from passive spectatorship to active participation, with communities increasingly shaping how people engage with sports.

The conversation also explored changing content consumption patterns, including the rise of OTT platforms, connected TV, and emerging formats such as micro dramas. Vinit noted that compelling content and authentic storytelling have become central to building and sustaining audiences across both sports and entertainment.

Discussing sports intellectual property (IP), he argued that successful leagues cannot simply replicate the IPL model. Instead, long-term success requires building robust sporting ecosystems, nurturing fan communities, and establishing meaningful audience connections before prioritizing commercialization. He cited sports such as kabaddi and football as examples where sustained engagement has driven growth.

Vinit also underscored the transformative role of technology and AI in enhancing athlete performance, enriching fan experiences, and enabling organizations to better understand audience behavior. Equally important, he emphasized, is the development of recognizable athletes and sporting icons, whose personal stories and achievements often become the strongest catalysts for fan loyalty and commercial value.

The discussion further highlighted the importance of strategic digital content in maintaining engagement beyond competition seasons. Athlete journeys, behind-the-scenes access, and relatable storytelling, Vinit noted, are becoming increasingly effective in fostering deeper, long-lasting connections between fans and sports.

Concluding the conversation, Vinit emphasized that India’s sporting future will depend on expanding grassroots participation, strengthening governance, increasing investment in athlete development, and sustaining support for women’s sports. With continued focus on community-building, audience development, and ecosystem creation, he believes India has the opportunity to build multiple thriving sports ecosystems beyond cricket.