As India and the UK celebrate the historic Comprehensive Economic & Trade Agreement (CETA) signed on July 24, FICCI adds a new dimension to it. It is charting a new path to strengthen sports relations between India and Manchester.
Recognizing that sports today drive economic growth, innovation, and international cooperation, FICCI and Grant Thornton Bharat released a report titled ‘Winning Together: Unlocking the Sports Economy between India and Manchester,’ laying the foundation for a strategic partnership that leverages Manchester’s global expertise in sports governance and infrastructure with India’s massive fan base and rapidly growing sports economy, valued at £38.8 billion and projected to reach £74.7 billion by 2027.
The report outlines collaborative opportunities in sports infrastructure, technology, education, gaming, and commercial partnerships. It highlights how this relationship can promote gender diversity and inclusivity, capitalising on growing platforms like the Women’s IPL and The Hundred. With clubs like Manchester United and Manchester City enjoying strong fan followings in India, the existing cultural and economic ties offer fertile ground for deeper sports engagement.
The Manchester-India Partnership, launched in 2018, has already driven academic and business collaborations. Manchester clubs are co-developing academies and content while Indian corporates increase investments in Manchester’s sports ecosystem. This momentum is reinforced by Manchester’s diverse population and international student base, serving as a natural bridge for cross-border collaboration.
India’s sports industry is transforming rapidly, driven by digital penetration and platforms like fantasy sports and esports. With 678 million viewers in 2024 and IPL 2025 setting global viewership records, digital fan engagement is emerging as a key revenue driver. Government initiatives like the National Sports Policy 2025 further aim to boost participation, infrastructure, and private investment.
Manchester’s sports sector contributes £1.3 billion annually to its economy and is expected to grow further through infrastructure projects and events. Its clubs, cycling legacy, and sportstech firms like Kitman Labs position it as a global sports innovation hub. This India-Manchester collaboration, built on shared ambitions in education, research, and commerce, aligns with India’s broader vision for innovation-led global partnerships and presents a unique model for bilateral growth through sports.
The India-Manchester sports partnership is evolving into a robust ecosystem combining innovation, infrastructure, and digital engagement. Anchored by investments like RPSG Group’s acquisition of a 70 per cent stake in The Hundred’s Manchester Originals (£107 million), Indian IPL expertise is synergising with UK cricketing heritage.
The partnership, just like the new India-UK trade agreement, is also symptomatic of the two countries’ desire to explore new areas of engagement for mutual benefit.
Manchester City’s grassroots investment through its £200 million City Football Academy exemplifies community-focused development.
Digital transformation is reshaping Indian sports through AI, AR/VR, and big data, with over 591 million active gamers and a mobile gaming market projected to reach £7.4 billion by 2032. Esports is booming, with India’s player base expected to hit 1.5 million by 2027 and major tournaments like the WAVES Esports Championships gaining prominence.
Collaborative opportunities include co-hosting tournaments, R&D in sportstech, grassroots talent development, and co-creating original gaming IPs. Manchester’s esports infrastructure, bolstered by AR/VR-ready stadiums and university-led programmes, aligns with India’s rise as a global digital hub. Partnerships like Apollo Tyres and Manchester United underscore brand integration, digital fan engagement, and grassroots development.
Academic initiatives such as the IIT Delhi-Exeter partnership and Premier League-GISB collaboration are advancing sports science and management education. Tech Mahindra and other industry leaders can further accelerate joint innovation, positioning both regions as leaders in immersive fan experiences, elite athlete performance, and sustainable sports ecosystems.
In short, the India-Manchester sports partnership presents a transformative opportunity to build a globally competitive, sustainable, and inclusive sports ecosystem.
Some of the identified priorities include establishing a Bilateral Working Group to steer governance and alignment. A virtual India-UK sportstech hub will incubate startups in AI, AR/VR, and wearable technologies. Talent exchange programmes in esports will facilitate joint tournaments and creator collaborations. Academic tie-ups will offer joint certifications in sports management, coaching, and analytics.
The roadmap also includes promoting women’s sports, integrating sustainability in infrastructure, standardising commercial frameworks, and establishing impact-measurement systems to track progress and ensure lasting outcomes. PM Modi said CETA will be ‘a blueprint for our shared prosperity’. Prosperity will also have a sporty aspect.
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