GroupM ESP and SportzPower have collaborated to bring the second edition of their most comprehensive report on sports sponsorship, which captures the emergence of new leagues in India along with other key highlights. The insight of the sports sponsorship report captures the trends and developments in advertising and sponsorship in the Indian Sports Industry in 2014. Speaking on the future of sports marketing in India, CVL Srinivas, CEO, GroupM, South Asia says, “Sports marketing is finally coming of age in India. Even though cricket has shown the way and continues to be the dominant sport, newer leagues are helping broad base sports and making it a great platform for brands. Digital, especially social media is helping build a fan following much faster. At GroupM we made inroads into sports marketing some years ago and are now scaling up our practise.”
The second edition of report examines:
• Emergence of five new leagues in India
• Advertising investments and sponsorship in Indian Sport from four angles – On Ground, Team Sponsorship (Subset Franchise Fees), Athlete Endorsement, and On Air spends
• Investments in sports besides cricket
• 10 Trends in the sports broadcast industry (Interesting point of blurring lines between digital and television and regional broadcast feeds)
Focusing on the key developments that are expected in 2015, Vinit Karnik, National Director, Sports & Live Events, GroupM ESP says, “The key highlights of this report are On Ground Sponsorships, Team Sponsorships & Franchise Fees , Social Conversations and Endorsements. The sports industry has grown by 10% in 2014 and seen the formation of newer leagues and successful franchises. From a single sports country to a multi-sport country, India is witnessing a boom which will benefit the sports business ecosystem. In 2015 we predict to see a change in the way consumers interact in the realm of sports and entertainment.” Thomas Abraham, Co-Founder, SportzPower further discusses the future of sports broadcasting in India, “Other sports are emerging gradually with the onset of many new league styled sport events. Even though FIFA was a big factor in the increase in TV spends in 2014, cricket yet dominated Indian sports TV broadcasting with back to back cricketing sports tournaments like the World Cup and IPL although there was a rise in viewership of other sports too.” All in all, in 2015 non-cricket sports are likely to expand on the lines of various trends all around. Live match content will repurpose in multiple ways to facilitate social consumption. Sports businesses will build strong grassroots engagement through experiential programs. In stadium experience will be more social, more enhanced, as 70% of fans bring a mobile device to the stadium or arena and will be expected to use it during the game.