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Euro 2016: New endorsement categories grow 140%; auto & telecom companies among top spenders

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Euro 2016: New endorsement categories grow 140%; auto & telecom companies among top spenders

The UEFA Euro 2016 ended with great fanfare as Portugal lifted the cup. In countries like India, even though the football watching audience is steadily rising in the country it still is not as big cricket, yet, brands in India have decided to cash-in on the tournament and reach out to a niche audience of football lovers.

According to the latest BARC data, an estimated 23.8 million people have watched the first 45 matches. This is a significant reach when India is just a rising power in the world of football.

It is obvious then, most brands want to capitalise on such viewership and reach out to a target audience that is mostly young. When compared to 2008 the list of endorsers has catapulted into a larger and wider range of brand categories. The only consistent category in the list was that of cellular phone service providers. An entire new list of entrants have made their presence felt this UEFA Euro 2016.

It is estimated that during the UEFA EURO 2016 growth in the number of categories attracted to the event grew by 140 percent.

According to a latest report provided by TAM sports, Corporate auto sector took the top slot in endorsements followed by cellular phones and corporate/brand image. The auto, telecom, services, food & beverages were the top sectors dominating advertising. While cellular phones-smartphones ranked second in the category list carried forward its share from the 2012 edition.

The ESP properties-SportzPower India Sports Sponsorship Report 2016 says that the overall sports sponsorship grew from 4,6165 million rupees to 5,1854 million rupees in 2015. With ad spending in India touching 4,97580 million rupees, the sports sponsorships make up 10.4% of the overall advertising pie.

Just like the Euro 2016 was watched eagerly by fans across India the newly introduced ISL and already established IPL hold a strong root in terms of money spent on advertising. Drawing a similarity to the kind of categories that gave endorsed during the Euro 2016 even the ISL had two wheelers taking the number one spot in endorsements with 15 percent of the share followed by mobile handsets  (10 percent) and automobiles (9.9 percent). E-commerce took the 5th spot with 5.71 percent.

However, In the IPL 2015 edition e-commerce grabbed the top spot with 26 percent of the category wise spend share followed by TSP’s (9.83 percent) and mobile handsets (9.17 percent). Two wheelers and auto sectors made up for 6.21 percent and 2.7 percent of the share.

It is clear that with cut throat competition in the online shopping sector, automobile sector and smartphone market the endorsements by these categories increase with every major tournament in broadcasted live in India. 

With 2016 being lined up with various sporting events like the Olympics, Premier Futsal and Barclays premier league scheduled to start in the second half of the year only numbers and figures would tell how much more are these categories ready to flex their muscles in order to endorse their brands in the sporting tournaments.

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