KPMG in India has launched a dedicated Sports Technology Hub in Bengaluru, positioning itself to capitalise on the rapid expansion of India’s sports industry, which is projected to grow from its current estimated value of $21 billion to $40 billion by 2030.
Launched on November 13, the hub will focus on developing technology solutions powered by artificial intelligence (AI), data analytics and digital platforms. Its areas of focus will include athlete performance, talent identification, stadium management, fan engagement and the management of large-scale sporting events.
The initiative reflects KPMG’s growing interest in the technology requirements of India’s sports ecosystem, as investments in professional leagues, sporting infrastructure and digital operations create opportunities for technology-led services.
Speaking to Moneycontrol, Prasanth Shanthakumaran, Partner and Head of Sports Sector at KPMG in India, said the country’s sports industry is currently expanding at an annual rate of 12-14%, almost twice the pace of overall economic growth.
“We are about $21 billion in the sports industry right now, growing at around 12 to 14 percent,” he said.
He also identified the 2030 Commonwealth Games in Ahmedabad and India’s potential bid to host the 2036 Olympic Games as developments that could accelerate investments in the sector.
KPMG plans to develop proprietary AI solutions
A major focus of the Bengaluru hub will be building proprietary AI capabilities rather than relying entirely on external technology providers.
KPMG estimates that sports technology currently represents approximately $1.2 billion of India’s broader sports industry. The opportunity extends across government bodies, sporting federations, professional leagues, clubs, educational institutions and sports-related global capability centres (GCCs).
The company already has around 250 professionals working across sports technology and related areas. It plans to expand the workforce as demand for its services increases.
“The team is close to about 250 odd people right now working in sports tech across areas. And we see this going up as things work out,” Shanthakumaran told Moneycontrol.
KPMG has not disclosed a separate investment commitment for the new hub. The funding will instead come through its existing service lines.
The firm has also developed platforms for athlete management and large-scale sporting events, with AI capabilities being integrated into these systems. Its athlete management solutions can analyse performance data to help coaches identify promising players from larger talent pools.
AI-based tools could also support talent identification in school sports programmes by analysing historical performance data and helping identify athletes with potential.
India could become a technology centre for global sports leagues
KPMG sees opportunities beyond India’s domestic sports market, particularly in providing technology and operational support to international sporting organisations.
The firm believes India’s established technology capabilities, combined with its growing sports ecosystem, could help it become a delivery centre for the digital operations of global leagues and clubs.
Shanthakumaran pointed to organisations such as the National Football League (NFL), National Basketball Association (NBA) and English Premier League (EPL) as potential areas of opportunity.
“So NFL is running something, NFL’s back office, we can run the tech side and the operation side as well,” he said.
He added that India could develop into a technology centre for sports organisations worldwide, creating opportunities for specialised technology services similar to those the country already provides to international businesses across other industries.
Budget constraints remain a hurdle for sports technology adoption
Despite the industry’s growth prospects, limited funding remains a challenge for wider adoption of technology across Indian sports organisations.
Many sporting federations and institutions operate with restricted budgets, making investments in AI, data analytics and digital infrastructure difficult. The challenge is particularly relevant to sports that do not have the commercial reach of cricket.
“Budget is a challenge. It’s a challenge right now, but more and more corporates are plunging in,” Shanthakumaran said.
He expects greater private-sector participation to support the development of individual sports, with companies increasingly investing in sporting infrastructure, technology and athlete development.
For KPMG, the Bengaluru hub offers an opportunity to participate in both sides of this expansion: supporting the technology needs of India’s growing sports industry while developing services that can be delivered to international sporting organisations.
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