# Investors Need Long-Term View for India's Sports Market

> Uday Shankar urges investors to adopt long-term horizons to unlock India's sports market potential.
- Title: Investors Need Long-Term View for India's Sports Market
- Summary: Uday Shankar urges investors to adopt long-term horizons to unlock India's sports market potential. Uday Shankar, JioStar VC, says investors must hold sports…
- Keywords: india sports market, ipl growth, uday shankar, jiostar, t20 cricket, sports investment, Investors, Need, Long-Term, View, India's, Sports
- Source: The Economic Times — https://economictimes.indiatimes.com/industry/media/entertainment/media/investors-must-have-a-long-term-view-to-unlock-indias-sports-market-potential-jiostar-vc-uday-shankar/articleshow/134876853.cms
- Author: ET Bureau
- Published: 2026-10-11T19:39:00+00:00
- Read time: 1 min
- Topics: india sports market, ipl growth, uday shankar, jiostar, t20 cricket, sports investment
## Uday Shankar on India's Sports Market
Uday Shankar, JioStar vice-chairman, says India's sports market will grow significantly over the next 10-15 years.

> India is going to be a very exciting sports market
## IPL Shows Market Potential
The Indian Premier League attracts 650 million viewers while kabaddi reaches 450 million audiences.
## Investors Need Patience
Shankar warns investors cannot expect to exit within five years of sports investments.

> You can't look at a five-year horizon and say you will cash out
## Sports Broadcasting Challenges
Media-rights costs have risen sharply but advertising and subscription revenue growth lags behind.
## Cricket Calendar Needs Rethink
Shankar calls for simplifying cricket's calendar to better serve fans and boost engagement.

> The shorter format is fun. The sports authorities don't like this word
## Key takeaway

Uday Shankar, JioStar VC, says investors must hold sports investments for 10-15 years to capture India's growing sports market potential.