A Sport­ing Chance for Game Day Food?

The Economic Times - - The Edit Page -

The fact that apart from all the mil­lions of burg­ers, corn dogs, pop­pers and chilli and na­chos, a whop­ping 1.33 bil­lion chicken wings were also es­ti­mated to have been con­sumed across the US just dur­ing the Superbowl match over the week­end, pro­vides food for thought about this un­der­played com­mer­cial an­gle to big game fi­nals. Cer­tain foods are bound to see a rise in sales when par­tic­u­lar tour­na­ments are on, though all sports spec­tac­u­lars may not see quite as sharp a spike as chicken wings on a Superbowl Sun­day in the US. Some 117 mil­lion hot dogs are chomped down just in sta­di­ums dur­ing ma­jor league base­ball games in the US, for in­stance, and 28,000 kg of straw­ber­ries doused in 7,000 litres of fresh cream are eaten by ten­nis fans con­verg­ing on Wim­ble­don in Lon­don for that one fort­night ev­ery sum­mer.

In In­dia, bar­ring the tra­di­tional sea­sonal face-off be­tween the Mo­han Ba­gan and East Bengal foot­ball teams that leads to a run on ei­ther prawns or hilsa in Kolkata mar­kets depend­ing on who wins, there are no other sig­nif­i­cant links be­tween sport­ing events and food here. Yet. Con­sid­er­ing ma­jor cricket fix­tures in In­dia draw crowds at sta­di­ums and TV au­di­ences that prob­a­bly sur­pass Superbowl view­er­ship num­bers, the ad­van­tages of sub­tly seed­ing the idea of ‘game day foods’ in In­dian sports fans minds should be ev­i­dent to mar­keters.

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