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

The white paper offers a comprehensive analysis of factors that contribute to the increasing popularity of sports leagues, from team performance to celebrity endorsement

by exchange4media Staff
Published - Jul 9, 2015 10:29 AM Updated: Jul 9, 2015 10:29 AM
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.”

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