KPMG launches Sports Tech Hub in Bengaluru, eyes $40-billion Indian sports industry by 2030
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KPMG launches Sports Tech Hub in Bengaluru, eyes $40-billion Indian sports industry by 2030
KPMG in India has launched a Sports Technology Hub in Bengaluru as it looks to tap into the country’s growing sports industry, which is projected to nearly double from $21 billion currently to $40 billion by 2030.
The professional services firm is betting on artificial intelligence (AI), data analytics, and digital platforms to build technology solutions for sports organisations in India and overseas.
The hub, launched on November 13, will focus on developing technology solutions for athlete performance, talent identification, stadium management, fan engagement, and large-scale sporting events.
Speaking to Moneycontrol, Prasanth Shanthakumaran, Partner and Head of Sports Sector at KPMG in India, said the country’s sports industry is currently growing at 12-14 percent annually, nearly 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, adding that the upcoming 2030 Commonwealth Games in Ahmedabad and India’s potential bid to host the 2036 Olympics could accelerate investments in the sector.
KPMG estimates that sports technology alone accounts for approximately $1.2 billion of the broader industry, with opportunities spanning government organisations, sporting federations, professional leagues, clubs, educational institutions and sports-related global capability centres (GCCs).
KPMG bets on proprietary AI, plans to expand workforce
The Bengaluru hub will develop proprietary AI solutions rather than depend entirely on external technology providers, as KPMG looks to strengthen its capabilities across the sports ecosystem.
Shanthakumaran said KPMG currently has around 250 professionals working across sports technology and related areas, with plans to expand the workforce as business opportunities grow.
“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,” he said.
The firm has not disclosed a specific investment commitment for the hub, with funding expected to come from its various service lines.
KPMG has already developed platforms for athlete management and large-scale sporting events, with AI capabilities being integrated into these systems.
For instance, its athlete management solutions can analyse performance data to help coaches identify promising players from larger groups. The firm has also worked on technology for school sporting ecosystems, where AI can assist in identifying talent based on historical performance data.
India could become technology hub for global sports leagues
Beyond the domestic market, KPMG sees an opportunity for India to emerge as a technology delivery centre for major international sporting organisations, similar to the country’s established position in global IT services.
Shanthakumaran said India’s combination of technology expertise and sporting knowledge could enable it to support the digital operations of international leagues and clubs.
“So NFL is running something, NFL’s back office, we can run the tech side and the operation side as well,” he said.
“We can be the tech center for sports entities globally,” he added, pointing to opportunities involving organisations such as the National Football League (NFL), National Basketball Association (NBA) and English Premier League (EPL).
Budget constraints remain a challenge
Despite the growth potential, limited budgets among Indian sports federations and organisations remain a challenge to wider technology adoption.
Shanthakumaran acknowledged that funding constraints could slow investments in AI, analytics and other digital solutions, particularly outside commercially successful sports such as cricket.
“Budget is a challenge. It’s a challenge right now, but more and more corporates are plunging in,” he said.
He expects increased private-sector participation to help address some of these gaps, with companies supporting individual sports and investing in infrastructure and technology.
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