World Test Championship Final becomes most viewed non-India Test match ever on a digital platform

Even though India did not play in the tournament, Indian cricket supporters paid close attention to the 2025 ICC World Test Championship Final between South Africa and Australia, which was played at Lord’s.

Millions of people watched the match on JioStar to watch the thrilling action, drawing viewers from all around the nation.

JioStar’s CEO of Sports and Live Experiences, Sanjog Gupta, described how the company’s successful cross-promotion approach during the 2025 Indian Premier League generated momentum that helped them in the ICC World Test Championship Final.

In an interview with Variety, Gupta stated, “We actually staggered the show starting [during] the IPL, rather than dropping the entire show at once.”

According to Google and Deloitte’s Think Sports: Unlocking India’s $130B Sports Potential research, the Indian sports industry is expected to grow to a value of $130 billion by 2030. According to Gupta, JioStar will keep making investments in real estate that draws sizable crowds, takes advantage of India’s expanding sports market, and maximises the long-term worth of sports enthusiasts.

“We will keep investing in sports, sporting properties, and sports rights as long as they continue to meet these four investment thesis tenets,” he stated.

Gupta added that JioStar is bolstering its sports services by spending $500 million on technology, marketing, and production.

“In reality, our journey to increase the number of fans, strengthen fandom, and be able to extract disproportionate value from that property actually starts at that point [of rights acquisition].”

“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,” he said in reference to JioStar’s first major live event, Coldplay’s concert at the Narendra Modi Stadium in January.

With a vision of providing one fan with as many sports experiences as possible through the combination of creativity and technology, Gupta further highlighted the goal of turning India into a sporting nation.