ABC Youth Basketball: Empowering Grassroots Sports for India's Youth

Picture this: 14 million young Indians have touched a basketball in the last decade. That's more than the entire population of Belgium. More than every person living in New York City and Los Angeles combined. 

Yet when brands think of "Indian sports," they still see only cricket. 

Here's what they're missing: 65% of India's population is under 35. Half are under 25. And increasingly, they're not watching their parents' sport. They're scrolling through NBA highlights, idolizing Giannis and Steph, and heading to newly built courts in cities where basketball didn't exist five years ago. 

But here's the gap: while the courts are being built, the narrative is still being written. 

Enter ABC Youth Basketball, not as another program in an emerging market, but as the connective tissue between India's largest youth demographic and the brands smart enough to meet them where they are. At the grassroots. Where loyalty is formed. Where communities are built. Where the next generation of Indian consumers is learning that basketball isn't just a sport. 

It's their sport. 

ABC Youth Basketball: Building a Basketball Ecosystem in Maharashtra 

ABC Youth Basketball has planted deep roots in Maharashtra through a solid 10-year partnership with the Maharashtra State Basketball Association (MSBA). This collaboration gives them exclusive rights to run the ABC U21 tournament for three years, creating clear benefits for district associations, players, referees, and everyone involved in the game. 

The heart of this program is the U21 tournament—eight competitive teams battling it out across 50 matches in just 12 days. The action unfolds at the Rajaram Bikhu Pathare Stadium in Kharadi, where indoor courts equipped with broadcasting infrastructure give young players the kind of professional exposure most grassroots athletes only dream about. 

Here's where things get impressive. The program's digital footprint tells a story of genuine connection with fans: 

Over 100 million social media impressions, radio listenership exceeding 20 million, newspaper readership of 16 million+, YouTube channel viewership surpassing 38 million, and SportsVot viewership of 43 million+. 

These numbers come from a smart digital approach that spans Instagram, Facebook, YouTube, and X. The content stays fresh with weekly player spotlights, match previews, engaging reels, and interactive trivia that keeps audiences coming back throughout the season. 

ABC Youth Basketball also taps into local culture through partnerships with Marathi YouTubers, Instagram influencers, sports vloggers, and content creators. Match day gets extra energy from hosts, backstage coverage, and fan activities featuring Marathi actors and social media personalities. This creates real connections with regional audiences—not just views, but genuine engagement. 

The Marketing Opportunity for Brands 

ABC Youth Basketball has a clear goal: make Maharashtra the beating heart of Indian basketball. Their mission centers on building a basketball ecosystem that's sustainable, commercially viable, and culturally connected—one that develops players and keeps fans engaged year-round. 

Looking ahead, they're planning district leagues and school-level competitions, working to position basketball as a legitimate career path with real commercial opportunities. Basketball academies in every region are part of the plan too. The ultimate goal? Turn Maharashtra into a talent pipeline for national and international competitions. 

For brands wanting to connect with India's youth, ABC Youth Basketball delivers proven reach and authentic engagement. The sponsorship structure offers solid return on investment through its low-cost, high-engagement approach. With local sports content in high demand, brands can align themselves with a movement that genuinely resonates with India's youth. 

Building Tomorrow's Champions Today 

ABC Youth Basketball represents something bigger than just another sports program—it's reshaping how basketball is perceived and played across India. By creating real pathways for young athletes and engaging communities through compelling content and events, they're building the foundation for basketball's future in India. 

For brands seeking authentic connections with India's next generation of sports fans, Zupotsu offers numerous opportunities to partner with ABC Youth Basketball. These partnerships provide more than visibility—they're a chance to become part of a story that's transforming Indian sports from the ground up, creating lasting relationships with young audiences who will carry these brand connections into adulthood. 

Zupotsu is a martech platform on a mission to ‘digitize’ sports marketing. Zupotsu enables the discovery, engagement, and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Please sign up at www.zupotsu.com. Follow us on LinkedIn and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.