For Ad­ver­tis­ers, Sport is No Longer Just Cricket

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The Economic Times - - Business Of Brands - Gau­rav.Laghate@ times­

Mum­bai: Move aside, cricket. Kabaddi, football, wrestling and ten­nis are fast catch­ing up judg­ing by the ad­ver­tis­ing spends on these sports. Even as cricket re­mains the most watched sport, its share in ad spends is down by al­most a third, says a re­port that has stud­ied the busi­ness of sport in the coun­try.

Spon­sor­ships for sport­ing events have seen a brisk pace of growth, touch­ing .₹ 5,185 crore in 2015, which ac­counts for 10.4% of over­all ad spends in the me­dia and en­ter­tain­ment sec­tor, up 12.3% from 2014. Asig­nif­i­cant por­tion of the growth was driven by sports other than cricket. These are the find­ings of the study ‘Sport­ing Na­tion in The Mak­ing’ by ESP Prop­er­ties, the en­ter­tain­ment and sports arm of GroupM and sports busi­ness news provider SportzPower, which was re­leased on Tues­day in Mum­bai.

“There is def­i­nitely a cul­ti­vated sense of un­der­stand­ing be­tween cor­po­rate spon­sors, sports teams and fed­er­a­tions. A sym­bi­otic mar­ket­ing re­la­tion­ship has emerged within the sport­ing ecosys­tem in In­dia. 2016 will be fan­tas­tic for not only play­ers and fed­er­a­tions, but also for brands and spec­ta­tors, with a deeper en­gage­ment with sport­ing prop­er­ties,” said Vinit Karnik, busi­ness head, ESP Prop­er­ties said.

He added, “Cricket is not hav­ing the 85-90% share of the sports in In­dia any­more. Now it com­prises 65-67% of

ad rev­enues

Sports made up 10% of me­dia ad spends, ac­cord­ing to a re­port by GroupM and SportzPower

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