Euro 2016 is a major attraction in terms of a sporting event for football fans in India and brands have realized the potential the sport to capitalize on it for endorsements. The introduction of the Indian Super League and the involvement of international marquee players like Zidane, Figo and Materazzi in various sporting and non-sporting events in the country, brands seem to have made football tournaments a marketing priority.
Major brands like Hero Motocorp, Gionee and Tata Motors have piggy-backed on Euro 2016 being the flavour of the season. What is interesting to see is that the football tournament has not only attracted brands and advertisers towards itself but the tournament has managed to see an increase in the number of brands that are being endorsed during the commercial breaks for UEFA EURO 2016.
TAM sports revealed data for the period between 10th June and 24th June, 2016 when a total of 23 matches were played. The match is telecast live on Sony ESPN, Sony Six, Sony ESPN HD and Sony SIX HD. Comparing the previous editions played in 2012 and 2008, TAM sports has not considered the HD versions of the channel.
A total of 33 brands were endorsed during the period recorded by TAM, a sizeable rise of 136 percent from the 14 brands that were endorsed in 2012. The top brands that were endorsed during the Euros were Hero Motocorp (22 percent), Gionee Marathon M5 plus (9 percent), LIC – corporate (9 percent), Gionee (9 percent), Honda BR-V (4 percent), followed by brands like Yes bank and Tata Tiago.
Advertisers have seen a growth of 150 percent as compared to the 2012 edition of UEFA EURO which saw 10 advertisers grabbing for ad slots. Hero Motocorp once again leads the pack with 23 percent of the total share of advertisers in Euro 2016 followed by Syntech Technology (18 percent), LIC of India (11 percent), Tata Motors (6 percent), Micromax (5 percent). The other advertisers in the list include Honda Cars, Yes Bank, Amazon, Crompton and Sahara among others.
Celebrity brand endorsements have always played a key role in advertising and marketing and as brands look to endorse during Euro 2016 celebrity brand endorsements have also seen a rise. A total of 9 brands have celebrities endorsing them. Lionel Messi endorsing Tata Tiago holds the maximum share of celebrity endorsed brands with 26 percent followed by Sachin Tendulkar (19 percent) and Kapil Sharma (12 percent). In comparison, the 2012 edition saw just 4 celebrities endorsing brands.
A larger number of categories are now being endorsed during commercial slots in the Euro 2016. It sees a 140 percent rise (24 categories) as compared to the 2012 edition that saw just 10 categories being endorsed. The Corporate-Auto picked the top spot followed by cell phones, corporate/brand image, cars and others.
Categories like online shopping, Tabs and computers, Tyres and facewash are the new entrants to the list of categories endorsed as compared to the previous edition.
(TAM Sports - the Sports Sponsorship ROI Measurement Division of TAM Media Research)