Value of Indian sports sponsorship grew 19 per cent last year, says new report
The value of sports sponsorship in India grew by over 19 per cent in 2016, according to a new report, ‘Sporting Nation in the Making’, by ESP Properties, the sports and entertainment arm of advertising group GroupM, and SportzPower, the Indian sports business news provider.
The total size of sports advertising grew to $941 million in 2016, the report found, up from $825 million the previous year, with media spend making the largest contribution, followed by stadium sponsorship.
Non-cricket athlete endorsements grew by 83.5 per cent to Rs771 million ($11.8 million) boosted by the success of PV Sindhu (pictured) and Sakshi Malik, who won silver and bronze medals at the Rio Olympic Games in badminton and wrestling, respectively.
Meanwhile, cricket endorsements rose to Rs2.79 billion from Rs2.64 billion.
Vinit Karnik, business head of ESP Properties, said: “The report insights are the key to devising more refined viewer engagement. Gone are the days of male dominance in sports viewership. The year’s biggest chunk of spectators came from women and kids. This is ground-breaking data for brands to take that much desired leap of faith and traverse new grounds.
“Cricket continues to be the poster child for sponsorships, and non-cricket sports still have a fair leap to make to match revenue. However it is interesting to focus on the mushrooming of a very defined health and fitness consciousness within the country. Young digital India is breaking barriers and creating new records especially when it comes to live feeds. Their smartphones are their all-access pass to the ‘insider world’ of sports, sportsmen and their strengths and weaknesses. Sports start-ups are trending and the success achieved by league-based events across multiple sports indicates a strong potential to consume sports other than cricket.”