Sport Becomes Mainstream in India: Messi, Tendulkar, & State Initiatives

• Sport is increasingly central to India's public and corporate sectors, serving as a mainstream discourse and soft power tool.
• Recent events highlight this trend: Messi's tour in Bengal, Telangana's sport-focused summit, and Sachin Tendulkar's role in Ageas Federal Life Insurance's brand relaunch.
• India plans to host the 2030 Commonwealth Games and bid for the 2036 Olympics, signaling a decade of multi-sport growth.
• Sport is recognized for its ability to connect with masses, provide credibility, and foster hope and optimism.
• The country is also seeing a rise in "sport for all" and physical literacy, evidenced by the growing popularity of distance running events.

Why It Matters: Sport is now a central, unifying, and influential force in India.