Beyond the Field: India’s Sports Tech Revolution, a report produced by the Federation of Indian Fantasy Sports together with Deloitte, points towards revenues of ₹49,500 crore by 2029 in the sports tech industry. But what are the main areas where we can expect to see this sector grow in the next few years?
IoT-Connected Devices and Sports Analytics
The Internet of Things (IoT) is one of the most exciting areas of sports technology right now, with many projects looking to use it to improve sporting activities. Footrax (previously called Indifoot Sport) is a startup that began life in Ahmedabad in 2017. They aim to provide affordable performance trackers that measure factors like acceleration and distance covered. The company raised $US100,000 in 2022 to move onto the second phase of their project.
Based in Bangalore, SeeHow turns normal sporting equipment into internet-connected devices through sensors and a layer of artificial intelligence (AI), which combine to provide a useful set of analytics. The company was founded by former pro cricketer Dev Chandan Behera, who initially focused on this sport for the early development and testing stages of the products.
With the sports analytics sector growing rapidly, Matchday.AI was acquired by Game Theory, which is based in Bengaluru. By using AI, they aim to revolutionise the way we play sports. Game Theory analyses each user’s skills using a variety of technologies, such as computer vision, which allows them to offer personalised advice and coaching.
Live Streaming and Online Betting
The ICC Men’s Champions Trophy 2025 saw new live sports streaming records set as JioHotstar attracted an audience of over 540 crore views while India beat New Zealand to lift the trophy again. A similar huge increase in audiences can be seen across many sports, as live streaming makes it easier to watch the latest action from anywhere.
Easy access to live events has also raised interest in sports betting with the emergence of platforms that offer live, constantly updated odds. The proposed Rajasthan Virtual Online Sports (Regulation) Bill plans to impose much stricter regulations to target unlicensed online gambling in the country, and if this gets passed, we should see a palpable increase in the number of startups using a sportsbook software provider to create a fully licensed and risk-managed sports betting platform that utilises AI. With these sites, odds are calculated on over 70,000 events every month, with machine learning used to personalise the platform for each user. While cricket and football remain the most popular sports in India, this type of platform has raised awareness of more global sports.
Across India, fans are now able to access more live streams of local and regional leagues. Based in Mumbai, SportVot gives the organiser of sporting events a convenient way to livestream them. With a multi-camera setup and interactive score display, this company provides monetisation opportunities through advertising and sponsorship. Having raised Rs 9.4 Cr in a Pre-Series A funding round last year, the startup already works with various leagues across the country, showing Kabaddi and basketball, among other sports. This provides the potential to raise the visibility of traditional sports like Kho Kho.
The impressive growth of these Indian sports tech startups reveals an industry that has diversified and found new markets. Our love of sport means that there are likely to continue to be opportunities for leveraging the latest technology to create more business opportunities.
