Editorial

I didn't know what paddle or pickleball were two years ago. Looking back, that ignorance was actually a good marker of the problem. Most people still don't know. But they will. And when they do, they'll realize they missed the biggest sports opportunity India has seen since the IPL. Let me explain why I think Paddle and Pickleball is now got-to social activity. In 1965, two bored Americans named Joel Pritchard and Bill Bell came home from golf and couldn't find badminton racq

India's sports industry reached a critical inflection point in 2025. The overall market expanded from ₹16,633 crore to ₹18,864 crore. But here's what brands need to know: growth isn't evenly distributed. Learn which segments are winning and where sponsorship opportunities are emerging.