MUMBAI: If cricket and cinema are the twin gods of India, then Venky Mysore is their high priest. At the FICCI FRAMES 2025, the CEO of Knight Riders Group and Red Chillies Entertainment took the stage to lay out the playbook for India’s sports-entertainment juggernaut, mixing statistics, storytelling, and a dash of showbiz flair.
Mysore, reflecting on his journey across two industries, described himself as straddling India’s “two religions,” cricket and movies. “Live sports is unscripted spectacle,” he said, contrasting it with scripted films where even action scenes follow a pre-determined cut. That unpredictability, Mysore explained, is what keeps audiences riveted, game after game.
The numbers speak volumes. Celebrating 15 years with the Kolkata Knight Riders, Mysore revealed he has witnessed 228 matches with the franchise. The IPL alone commands an astonishing 165-169 million viewers on television, surpassing even the Super Bowl’s 155 million. “The real-time tension, the tribalism, the emotional stakes, it’s a thrill that no scripted entertainment can replicate,” he emphasised.
The magic of live sports extends beyond the pitch. From merchandising and ticket sales to broadcasting and sponsorship, Mysore highlighted the massive economic engine behind cricket. “We do economic impact studies for every city we play in from Kolkata to Trinbago to Abu Dhabi and now Los Angeles,” he said, pointing out the ripple effect on tourism, hospitality, and local businesses.
Mysore also gave a glimpse into the global ambitions of Knight Riders, noting the establishment of the L.A. Knight Riders and their stadium plans ahead of the 2028 Olympic Games. “Stadium naming rights discussions are already underway, which shows the value that live sports can create economically,” he added.
Entertainment, of course, is never far from cricket. Mysore explained how live events are being personalised for different audiences, citing innovations like multi-cam viewing, vertical video feeds, social gaming integrations, and interactive features mirroring the kind of bespoke content that digital platforms thrive on. “Every live moment can be a story, a connection, and a commercial opportunity,” he said, highlighting how AI, gaming, and the creator economy are poised to transform live sports in the next three to five years.
While cricket remains the anchor, Mysore is betting on expansion. “Other sports like kabaddi, tennis, golf, and football can adopt our model,” he said, citing Pro Kabaddi as a successful adaptation. Women’s cricket, too, is high on the agenda. “It’s about making the sport representative and inclusive. Young girls are now aspiring to play because of the WPL, and that’s a flywheel that will keep spinning,” Mysore noted, emphasising the cultural and social impact of sports beyond the commercial.
Mysore’s keynote also shed light on the convergence of sports, entertainment, and commerce. He noted how live spectacles like the IPL, Super Bowl, and Olympics attract diverse audiences through music, fashion, and celebrity appearances, creating a hybrid ecosystem where culture meets business. “Entertainment today isn’t just consumed, it’s experienced, shared, and lived,” he said, neatly summarising his vision for the future.
On valuations, Mysore remained measured yet optimistic. Comparing cricket franchises to US sports teams, he suggested India has only scratched the surface in terms of economic potential. “In LA, the lowest valuation for a sports team is over a billion dollars. Cricket has similar global appeal, and there’s huge investment yet to come,” he said.
From his high-octane reflections to the meticulous statistics, Mysore’s address offered a masterclass in the business and cultural power of sports. The underlying message was clear: cricket and entertainment are no longer just games or films, they are engines of connection, commerce, and culture, shaping the future of live experiences in India and beyond.
