Communicating Through Sports: A Populist Take

As India’s economy grows to become the world’s largest middle-class economy, there is a notable increase in sports participation among Indians. The middle class, which previously held reservations about taking sports seriously, now considers it a viable career option. Improved performances of Indian athletes in international competitions and the development of supportive sports infrastructure have directly influenced the country’s sports culture. While cricket has dominated the sports landscape both economically and socially, it is interesting to observe that despite hockey being the official national game of India, cricket is often referred to as the de facto national game. This alignment of culture is reflected in the significant investment in virtual games and cinema related to sports, highlighting India’s new wave of populism. One can observe the construction of new avenues and sports infrastructure, with international victories being celebrated by the political class. It has become a trend to host dinners at the highest political levels for successful athletes immediately after tournaments, ensuring that necessary public relations are conducted alongside. Furthermore, stadiums are being renamed after national leaders in order to establish a connection between the leader’s life and the world of sports. This study aimed to examine the phenomenon of sports populism through the lens of a political economist.