Vol. 10, Issue 2, Part B (2024)

Abstract
Corporate sponsorship, funding, and strategy have shaped Indian sports. This article covers corporate interest in cricket, football, kabaddi, and badminton. Cricket has become a national obsession as corporations commit resources and markets to its emotional and financial promise. Corporate engagement has changed the sector due to India's rapid economic expansion and passion for sports. Corporations support Indian sports through sponsorship, investments, and partnerships despite ethical issues. Corporate entities affect player development, team ownership, and sponsorship deals, sometimes affecting athletic integrity and fairness. Commodification, exploitation of youthful talent, and the growing disparity between urban and rural sports development raise concerns. Financial investments affect sports performance, and corporate influence affects athlete development, according to research. Corporate coaching academies and talent acquisition programs are useful, but ethical questions remain about the balance between commercial benefits and sports ethics. Corporate collaborations also impact athletes' autonomy, mental health, and ethical decision-making. To preserve the integrity and inclusivity of Indian sports, policy recommendations emphasize honest government, grassroots growth, gender equality, and social responsibility. Case studies show how business collaborations affect sports leagues and events, highlighting both the pros and cons of corporate involvement. Sports organizations, regulators, and corporate stakeholders must work together to redefine the relationship between financial investments and sporting performance and promote openness, accountability, and ethics. To ensure overall development and sustainability in the sports ecosystem, corporate involvement in Indian sports must combine sporting principles and societal welfare.