India’s sports economy generates a particular kind of coverage. Franchise valuations. Celebrity ownership. Media rights records. The numbers are genuinely extraordinary, and the stories they produce are compelling. But Nicole Junkermann, founder of NJF Holdings and Gameday by NJF Holdings, thinks the most important investment story in Indian sport right now isn’t any of those things.
 |
Nicole Junkermann says the future of Indian sport will be built beyond the spotlight
“Everyone is looking at the asset. Not enough people are looking at what sits beneath it. The franchise is the headline. The infrastructure is the business.”
Nicole Junkermann has spent the past several years building an investment thesis at what she describes as the infrastructure layer: the technology and platforms that sit beneath consumer-facing industries and determine their long-term economics. Her venture portfolio at NJF Capital, which includes investments in SpaceX, Revolut, Rippling and Groq, reflects a consistent instinct that enabling platforms create more durable value than the companies operating within them. She applies the same logic to sport. And increasingly, she applies it to India.
The pick-and-shovel argument
The analogy she reaches for is the California Gold Rush. The merchants who sold picks and shovels to miners didn’t need any particular mine to succeed. They just needed mining to grow.
In sport, the equivalent is the infrastructure layer: broadcast technology, content distribution, fan data platforms, ticketing and payments infrastructure, athlete performance tools, sponsorship measurement systems. None of these require a particular team to win. They benefit when sport as a whole grows. And India’s sport is growing.
“The IPL is one of the most valuable sporting properties in the world. Football, kabaddi and volleyball leagues are professionalising. Women’s sport is attracting serious attention for the first time. The fan base is young, digitally connected and expanding fast. The infrastructure those leagues need to operate efficiently and grow commercially is being built now. That’s the investment moment.”
Five categories that matter
Junkermann is precise about where NJF Holdings believes the most durable value in Indian sport will accumulate.
-
Broadcast and content technology: tools that automate highlight production, enable creator partnerships and distribute content efficiently across platforms. Leagues with modern content infrastructure reach more fans at lower cost and build year-round relevance rather than seasonal spikes.
-
Fan data platforms: systems that help leagues understand their audiences directly rather than through intermediaries. The leagues that own fan relationships will have stronger commercial leverage with sponsors and broadcasters as the market matures.
-
Ticketing and payments infrastructure: systems that reduce friction between sport and its audience. India’s mobile payments sophistication is a genuine structural advantage that the sports sector hasn’t yet fully exploited.
-
Sports performance technology: tools that improve athlete development, reduce injury risk and extend careers. Leagues that invest seriously in athlete welfare produce better sporting products and reduce the roster volatility that undermines competitive consistency.
-
Governance and scheduling systems: the operational infrastructure that allows leagues to run efficiently, maintain competitive integrity and present a consistent product to broadcasters and sponsors. Often invisible. Always foundational.
Why now
Nicole Junkermann identifies three reasons why the infrastructure investment window in Indian sport is open now in a way it won’t be indefinitely.
Scale is established but infrastructure isn’t. Unlike mature markets such as the Premier League or the NBA, where infrastructure investment requires displacing incumbent systems, India’s leagues are building commercial and technological infrastructure largely from scratch. The opportunity set is cleaner and the cost of entry is lower.
The proof of concept exists. Through Gameday’s work as the largest shareholder in Italy’s Lega Volley Femminile, the infrastructure-layer model has demonstrated what it produces: a league that exceeded 1.4 billion digital views in a single season, became the second most-followed sports league in Italy and surpassed its own audience targets months ahead of schedule. The model isn’t theoretical.
The window is time-limited. Markets move from infrastructure deficit to infrastructure saturation faster than most investors expect. The IPL’s commercial sophistication today looks nothing like where it started. Other Indian leagues are earlier on that curve.
“The teams that win championships change. The platforms that run the leagues don’t. India’s sports economy is at the stage where the foundational decisions are being made. That’s the moment we find interesting.”
Gameday is in active dialogue across India’s sports ecosystem and expects to share further details on its market engagement in due course.
About Gameday by NJF Holdings
Gameday by NJF Holdings is a sports investment and strategic platform founded by Nicole Junkermann. Focused on building long-term value across leagues, media and sports technology, its approach centres on structural growth, digital transformation and scalable fan ecosystems.
The platform is the largest shareholder in Italy’s professional women’s volleyball league, Lega Volley Femminile (LVF), where it is supporting league-level commercial and digital development. Gameday is also the creator of CayoTV, a next-generation sports media platform designed to expand access, engagement and modern distribution for live sport audiences.
For more information, visit gameday.team.
