Published Paper Details:

India is a country where sports play a vital role in one's life. The country has served as a hot spot for various emerging sports. Apart from this, India has been the centre of Sporting systems over the past two decades. Over the past two decades or so, there has been a significant shift in India concerning the commercialization of sports. This is the result of economic liberalization and media expansion along with corporate funding and the beginning of professional leagues. This Research paper aims to analyze the role of media, sponsorships, and private investments by various houses on the sports of India and why sports is being commercialized. Trends concerning revenue generation, viewership, market growth, and other factors are analyzed and represented graphically. Apart from these, the research also focuses on the athletes, fans, and the impact of sports commercialization on the sports ecosystem as a whole. These financial shifts and enhancements to varying degrees of competition and ethics indicate that there is a rising financial concern in sports, even though commercialization appears to be beneficial to some domains within the sports structure.