For Advertisers, Sport is No Longer Just Cricket
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
Sports made up 10% of media ad spends, according to a report by GroupM and SportzPower