Top Story


Home >> Marketing >> Article

GroupM ESP and IIM Ahmedabad study analyses success of sports leagues in emerging markets

Font Size   16
GroupM ESP and IIM Ahmedabad study analyses success of sports leagues in emerging markets

The sports scenario in emerging markets is changing rapidly. Among the various changes that are affecting sports and its conduct, is the emergence of sports leagues.

GroupM ESP (Entertainment and Sports Partnership) along with IIM Ahmedabad recently released a comprehensive study of the factors responsible for the success of sports leagues with focus on the India sector.

Some of the white paper highlights include:
- Best practices for running sports leagues in dispassionate and analytical manner.
- Future of sports leagues in emerging markets with a special focus on Indian leagues.
- Professional sports leagues in India, their inception and progress.
- Latest trends that are shaping and impacting the sports industry worldwide.

Speaking about this study, Vinit Karnik, National Director, Sports and Live Events, GroupM ESP said, “The white paper identifies a number of factors that can help improve the chances of success of sports leagues in emerging markets. It is an exhaustive study which can benefit the practitioners of this industry in many ways. At GroupM ESP, we constantly strive to add more value to the ever evolving marketing tactics and this collaborative white paper unleashes a powerhouse of such innovative possibilities when it comes to sports leagues. This white paper adds to current literature on sports management by identifying factors that contribute to the understanding of successful sports leagues and will be a valuable resource for all the stakeholders in this segment.”

The white paper goes on to list some of the basic factors that contribute to a league’s success, including nature of the sport and its fan base, the performance of the team, design of the league initiatives to build the fan experience, relationship of the league with relevant sports associations and the involvement of celebrities in the league.

Sharing his views about this collaboration, Sanjeev Tripathi, Professor, Marketing and Sports Management at IIM Ahmedabad, explained, “This study and white paper offers a valuable analysis to track and follow the trends and best practices associated with sports leagues. We have used a holistic approach to arrive at the findings of this white paper which is one-of-its-kind as far as the study of successful sports leagues in the emerging markets is concerned.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...