The growing sports culture in India is being keenly watched by brands and agencies alike. Traditionally, India has been a market with strong bend towards cricket, however, in recent years other sports such as football, tennis, badminton, Formula 1 racing and golf have also found ardent fan base in the country.
With a view to tapping this growing interest in sports, Dentsu is planning to set up a sports unit in India.
As is known, Dentsu recently won the creative duties of DEN Networks’ Delhi Team in the Indian Super League.
As per a PricewaterhouseCoopers report, Southeast Asia is expected to see more than $18 billion being pumped into sports marketing this year. Of this, sports sponsorship is slated to witness spends of around $12 billion.
India’s good performance in the recently concluded Glasgow Commonwealth Games 2014 and the launch of the Pro-Kabbadi League has put the spotlight on sports other than cricket, which augurs well for growth of the sports marketing and sponsorship in the country.