When it comes to ambition, Indian film stars are no strangers to reinvention. And now, a growing number of them are making headlines not for their roles in films, but for their strategic forays into the high-stakes world of professional sport. This isn’t about a passing passion or publicity stunt — it’s a savvy business decision that’s reshaping how India consumes both entertainment and sport.
Of course, it helps that today’s sports presentation is slicker than ever before. Anchors, presenters, and commentators have evolved into celebrities in their own right. Nikita Anand, who first made her mark as Miss India Universe and an actor, has emerged as the most articulate and celebrated presenter in Indian sports broadcasting. She has been a part of major shows like the Indian Super League on Star Sports and Cup Tak on Star News. Her work consistently garners appreciation on Instagram, where fans praise not just her fluency but also the emotional intelligence she brings to her presentation.
“Presenting sport isn’t just about stats and scores,” she says. “It’s about capturing the moment, connecting with the energy, and giving the audience something real to hold on to.” Which is exactly what India’s actors-turned-sports-investors are doing. Whether it’s a stadium full of fans or a streaming audience at home, they’re building experiences. They’re building brands. And more than anything, they’re betting on the future of Indian sport.
This shift has taken centre stage over the past decade. It began, unmistakably, with the Indian Premier League. Cricket has always been more than just a game in India — it’s religion, celebration, and business rolled into one. When Shah Rukh Khan picked up ownership of the Kolkata Knight Riders in 2008, alongside Juhi Chawla and Jay Mehta, it wasn’t just a glitzy endorsement. It was a business masterstroke.
“Sport is no longer operating in a silo. It’s entertainment, it’s performance, and it’s powerful storytelling. Those familiar with cinema instinctively understand these elements — which is why the connection with sport comes so naturally,” says Nikita.
Take Preity Zinta, who made headlines as the co-owner of Kings XI Punjab (now Punjab Kings). Or Shilpa Shetty, whose involvement with Rajasthan Royals gave the team an extra sheen of stardust in the early IPL seasons. Their investment was financial, sure, but equally emotional and promotional — the fans followed, and so did the sponsors.
But cricket is only one chapter. The new story is being written in football, kabaddi, and beyond. Abhishek Bachchan jumped into the action with Jaipur Pink Panthers in the Pro Kabaddi League. John Abraham made his move with NorthEast United FC in the Indian Super League, showing a genuine commitment to building football in a region rich in sporting potential. Ranbir Kapoor took co-ownership of Mumbai City FC, which has gone on to make impressive strides on the pitch and off it.
“There’s real involvement here — participating in team decisions, engaging with strategy, meeting fans, and promoting sports at the grassroots. It’s star power and substance,” Nikita explains.
What’s emerging is a pattern. Indian actors are no longer waiting for scripts — they’re writing their own, and sport is proving to be an exciting new plotline.
The shift is being driven by more than just passion. Sport is one of India’s fastest-growing industries. With a young population, increasing urbanisation, and rising media consumption, the commercial upside is vast. Ticket sales, merchandise, broadcasting rights, streaming content — it’s a complete entertainment ecosystem.
“Understanding audience psychology plays a huge role — knowing how to build loyalty, how to sell a moment, and how to turn emotion into energy. That’s what great sport is all about too. The synergy is undeniable,” adds Nikita.
From cricket fields to kabaddi courts, from football turf to business boardrooms, these stars are stepping into new arenas. Not to perform, but to participate — to shape what comes next. As Nikita Anand puts it, “The stage has changed, but the showmanship, the intent and drive remain.” And now, it’s game on.