Top Story


Home >> Advertising >> Article

Brandscore 2007: ‘Creating icons and heroes is the only way to develop sports’

Font Size   16
Brandscore 2007: ‘Creating icons and heroes is the only way to develop sports’

Brandscore, the sports marketing forum conducted together by ESPN-STAR Sports and Mindshare, explored areas like investments in sports – debunking myths, building brands; and understanding the role of media in the development and upbringing of sports in the global per se.

Mike Rich, MD, Mindshare Performance, APAC, and the company’s Marketing Director, Jamie Lord together in a presentation debunked myths pertaining to the business of sports world over. According to them, a lot of people believed that sports was something that wasn’t measurable, it was meant only for men, was expensive, and also it was about visibility and not about emotional connect.

Rich explained tools like ‘Oscar’, which measures value of branded content versus a 30-second spot electronic media, and ‘Radius’, which is a digitalised form of brand exposure where each brand can be captured during the live sport coverage. He emphasised on the need for investors to define international awareness and deliver ‘must see content’. “360-degree activation is a key to successful sponsorship that dramatically improves effectiveness,” he said.

While Phill Lines, Head of International Broadcasting and Media Operations, FA Premier League, talked about the success story of his brand, while Bruce Bale, Chief Executive, Bruce Bale, explained the importance of investing small, but surely, in the business of sports branding.

In a panel discussion on the role of media in encouraging other forms of sports in the country, the seminar had eminent speakers like Ayaz Memon, Sunil Lulla, Pradeep Magazine and R Mohan. The panellists talked about what is being done to promote sports in the country, and what could be done to popularise sports like hockey and tennis.

Commenting on the role of media, Ayaz Memon emphasised on creating heroes. He said, “Sports is about heroism. If you don’t have heroes, you will not have followers, and that is where the media has to step in,” he explained.

Lulla emphasised on educating people, and making them aware on various aspects of sports. Adding to Memon’s point, he said, “Heroes can only be created by having grass root facilities and infrastructure, and investments in India should flow in considerably on other forms of sports, apart from cricket.”

Mohan pointed that that the media should carefully select content that would help generate awanreness about a sport. “Content on the lifestyles of celebrity sportsmen would remain, but there should also be insightful content on the game, its loopholes, and necessary requirements for its development,” he pointed out.

Talking on what the print domain was doing on promoting sports, Memon said that television had a serious impact on print, and that print reporters had a challenge to take a stance in that regards.

The discussion ended as the panel came to a conclusion that creating ‘icons and heroes’ was the only way to develop sports, and for that, a lot of grass root activities have to be developed.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.