World Test Championship Final emerges as most watched non-India Test on a digital platform ever

The ICC World Test Championship Final 2025 between South Africa and Australia, held at Lord’s, drew massive attention from Indian cricket fans despite India not featuring in the match. The match attracted audiences across the country, with millions tuning in on JioStar to witness the exciting action.

Sanjog Gupta, CEO - Sports and Live Experiences of JioStar, explained how cross-promotion strategy during IPL 2025 and its success created momentum that benefited during the ICC World Test Championship Final.

“We didn’t drop the full show at one go, but actually staggered it starting [during] the IPL,” Gupta said in an interview with Variety, 

Indian sports sector is projected to reach $130 billion by 2030 according to Think Sports: Unlocking India’s $130B Sports Potential report by Google and Deloitte. Gupta stated that JioStar will continue to invest in properties that attract large audiences, capitalize on India's growing sports industry, and maximise the long-term value of sports fans.

“Till such time as sports, sporting properties, sports rights, continue to deliver on these four tenets of the investment thesis, we will continue to invest in them," he said.

Gupta also mentioned that JioStar is investing $500 million across production, marketing, and technology to strengthen its sports offerings.

“Our journey actually begins at that point [of rights acquisition] to grow fans for the property, to deepen fandom for that property, and to be able to extract disproportionate value from that property.”

Talking about JioStar’s first major live event – Coldplay’s concert in January at the Narendra Modi Stadium, he said: “We believe that day, by virtue of being 26 January [India’s Republic Day], one of the biggest bands in the world performing at one of the biggest stadiums in the world would create what could be a cultural zeitgeist moment.”

Gupta further emphasised the mission of transforming India into a sporting nation, with a vision of serving one fan as many sports experiences, powered by the interplay of technology and creativity.