Sporting Nation in the Making V
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SPORTING NATION IN THE MAKING V ESP Properties - SportzPower India Sports Sponsorship Report 2018 Sporting Nation In The Making V / ©GroupM Media India Private Limited and Sportz Network Private Limited ©GroupM Media India Private Limited and Sportz Network Private Limited All rights reserved. Copyright of all material in this research report rests with GroupM Media India Private Limited and Sportz Network Private Limited, and is protected by national and international copyright and trademark laws. The material and contents of this research report are provided on a non-exclusive, non-commercial and single-user licence. 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Western Express Highway, Goregaon (East), Mumbai, India – 400 063 Facebook.com/GroupM.India Twitter.com/GroupMIndia Sportz Network Private Limited G-3 / G-4, Richa Industrial Estate Premises, New Andheri Link Road, Andheri West, Mumbai, India – 400 053 www.sportzpower.com Facebook.com/sportzpower Twitter.com/SportzPower Disclaimer: GroupM Media India Private Limited and Sportz Network Private Limited have endeavoured and taken all efforts to provide the most correct and most reliable information and avoid any kind of mistake in this research report. GroupM Media India Private Limited and Sportz Network Private Limited do not accept any liability whatsoever arising from any form of inference or conclusion from the information provided in this research report and GroupM Media India Private Limited and Sportz Network Private Limited expressly disclaim any liability for direct, indirect and special losses like loss of profits or loss of business opportunities or any other kind of losses and will be free from any liability for damages or losses of any nature arising from or related to the information in this research report. Sporting Nation In The Making V / Foreword We are glad to bring to you the fifth edition of the SPORTING NATION IN THE MAKING, an industry initiative between ESP Properties (the Entertainment & Sports arm of GroupM) and Vinit Karnik Thomas Abraham SportzPower (India’s leading Business Head - ESP Properties Co-Founder, SportzPower provider of sports business news). [email protected] [email protected] This edition examines the happenings with a run time of 18+-weeks compared industry of India in 4 parts — On Ground in the India Sports Sponsorship market to ten weeks earlier on, now allows Sponsorship, Team Sponsorship & during calendar year 2017, which their respective promoters to look to Franchise, Athlete Management, and despite the drag on the larger economy growing the all-important fan Media Spends. Each chapter also caused by end-2016’s demonetisation loyalty/engagement quotient going covers key trends on investment in and the introduction of General Sales forward. order to provide a perspective. The report also captures the digital data Tax (GST) mid-year, has turned out to be Football had added momentum going (social conversations & search), and the remarkable one in more ways than one. for it from the increased attention that On Air reach & TRPs in each of the Let’s start at the top. Cricket and the came its way as India hosted its first leagues (IPL, ISL, PBL, PKL) in order to Indian Premier League (IPL) had its best ever FIFA U-17 World Cup that became increase its utility to Rights Owners, ever season. Paradoxically, in part due the most attended in the history of the Advertisers, and Agencies. to the disruption caused by event. This edition of the report goes beyond demonetisation, which put a big That movement is reflected on the the numbers, and combines our squeeze on consumption that the Ground in the numbers delivered by knowledge and insights to analyze and cricket carnival was able to cash in on. Football, but with the tenth season of present the key developments that The first big release of all that pent up IPL having its best ever season in terms move the industry so that all demand was leveraged by brands of revenues generated for host stakeholders are aware of ground during the IPL. broadcaster Sony Pictures Networks realities that could affect their business. There is also the argument that 2017 and Team India playing twice the was the first TRULY big year for sport number of home internationals than We gratefully acknowledge the beyond cricket. And not surprisingly it 2016, Cricket’s dominance was only valuable inputs provided by rights has been football and kabaddi, further embossed. owners, agencies, and industry participants who have provided specifically Pro Kabaddi and Indian All things considered, it is creditable valuable information and support during Super League, that laid down the that not only did the industry survive the the preparation of this report. markers. bouncers thrown at it by extraneous economic anomalies, but still grew a We hope that you will find this report Both PKL and ISL added teams and solid 14.1% to hit INR 7,300 Crore and in useful and informative. Any feedback or extended their seasons. A 12-team PKL the process breach the $1 billion barrier. suggestions to enhance future editions stretched from a four-week event to a of this report are most welcome. 13-week one, while the ten-team ISL This report covers the size of sports Sporting Nation In The Making V / Contents CONTENTS Indian Sport Steps up its Big Leagues Game 02 Data Management Platforms & Sports Marketing: A Ready Opportunity for the Taking 06 Football Steps up a Big Notch; Cricket has 50% of the Ground Covered 09 Analytics takes Midfield in Sports 15 New Franchises, Leagues make for a Healthy Brew 17 An ode to a Decade of “Manoranjan ka Baap” 24 Virat Pads Up Blue Sky between him and the Rest; As does Sindhu among women 27 How Sports has Evolved in Media 31 IPL Drives Media Spends on TV, Digital to New Highs 37 Await the Cricket Storm 40 Summary 43 The Last Word 44 01 adding ad exposure, transactional mobile survey data and IMRB’s horizontally with these agencies and activities, media consumption and iProspect data all come together with others like Wunderman and Ogilvy, to market research data to the equation. countless other attributes to help provide resources and data [m]PLATFORM allows brands to build identify fans at an individual level and partnerships, build use cases and more personal and meaningful find other consumers who resemble execute audience insights that help relationships with sports fans. them. Finally, WPP’s Data Alliance, a drive these types of opportunities. Additionally, WPP owned Kantar World WPP company that supports the Panel and TGI, Light Speed Research Group's data business, works Sporting Nation In The Making V / Indian Sport Steps up its Big Leagues Game Good governance and transparency. The holy grail for sports is still a good distance away in India as a general principal but the needle IS shifting in fits and starts, with and without judicial intervention. 2017 kicked off with the Supreme Court Premier League. For the fifth season, appointing a four-member Committee the tournament expanded, both in of Administrators led by the former terms of participating teams and Comptroller and Auditor General (CAG) duration. The original eight franchises Vinod Rai to function as the new interim were buttressed by the addition of four boss of the Board of Control for Cricket new teams - Gujarat Fortunegiants, in India (BCCI). The CoA’s mandate - to Tamil Thalaivas, UP Yoddha and run the day-to-day administration of the Haryana Steelers. world’s richest and most powerful In terms of time span, Pro Kabaddi cricket body. stretched from a four-week event to a That the four-member panel had 13-week one. While there have been become a two-member one by year-end questions raised on whether the was not exactly the best advertisement league’s transformation from a compact for the manner in which the CoA itself high-on-action tournament to an was being run. But that is at par when expanded proposition has delivered on one talks of matters of governance in the intent of creating a product that India, so suffice to say that net net, there remains a prime-time broadcast for a were positive takeaways from the whole longer period of time, the truth is that exercise by the time 2017 came to a when viewed from a big picture close. perspective, it has worked. That is the message that comes through from the For the purposes of this report, however, franchise owners and sponsors. what is of most importance is where the various leagues in the country, new and As for the ISL, 2017 saw the entry of old, well governed or not, stand in the Jamshedpur FC, owned by Tata Steel, popularity stakes? In that regard there is and Bengaluru FC (parent company an argument that 2017 was the first Jindal South West Holdings Ltd) into the TRULY big year for sport beyond cricket. league, making it a ten-team championship.