Top Story

e4m_logo.png

Home >> Marketing >> Article

India is a clear leader in the world of cricket: Lucien Boyer, Global CEO, Havas Sports & Entertainment

13-October-2010
Font Size   16
India is a clear leader in the world of cricket: Lucien Boyer, Global CEO, Havas Sports & Entertainment

There is no doubt that sports marketing as a genre in India is steadily growing, with majority of the revenue being extracted from cricket sponsorships, activation and endorsements. It is well known that the Indian market is still nascent, and while this is true, there are global networks that are looking at India as their future market. Havas Sports, the sports marketing arm of the Havas Group, which is fairly active in India during cricketing events – particularly IPL, is all geared up to take bigger strides and cash-in on the growth opportunities, not only in cricket, but in other events as well.

According to Lucien Boyer, Global CEO, Havas Sports and Entertainment, who is currently in India attending the Commonwealth Games in Delhi, India was certainly a market full of potential. Speaking to exchange4media on the market here, he said, “India is a clear leader in the world of cricket, but not so much in other sports such as football, tennis or golf. Cricket sells here because there is a large audience for it. We as an agency would have to cater to the industry demands. At the end of the day, one needs to balance it out. We’re able to do that because we have a global business and we bring some of that expertise to the Indian market.”

Sharing the company’s global philosophy, Boyer explained how each of their markets worked towards applying strategic tools to sports and entertainment to create a platform that delivered meaningful engagement between the brands and the consumer. As for growth, globally, the company has grown between 10 per cent and 15 per cent in markets such as the UK. “We are growing in most markets across the world and we are now able to handle global clients, with whom we are doing some fantastic work. So, in India, we leverage our international expertise in helping clients here and it works both ways,” he said.

Boyer further said, “We are keen to bring some brands from our US and UK markets to India. It is something we are going to develop upon, now that we have the capacity of having a global footprint.”

Sharing the success formula, he said that it was all about consumer engagement and creating a strong link between a brand and the consumer through experiential and content driven media platforms.

On the growth estimates for the business in India, Vishnu Mohan, CEO, Havas Media, Asia Pacific, said, “I think we should be able to grow by more than 10 per cent. The growth will be a reflection of the growth in advertising, which in my mind will be in the range of 10-15 per cent. What will give impetus to this growth is the confluence of content, entertainment and sports.”

On whether the company will look to organise more sporting events in the future, Anand Yalvigi, Vice-President, Havas Sports, said, “We have definitely proposed a lot of events to a lot of brands. At the end of the day, it depends on the fit and the requirement of the brand. In the last few years of Havas Sports’ experience and existence, we’ve had more sponsorships and activations, but as soon as there is a requirement, we will definitely get into events.”

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by

The campaign takes the narrative forward to persuade prospective investors to invest in mutual funds