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

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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

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. A ten-team And not surprisingly it has been football championship that with a run time of and kabaddi, specifically Pro Kabaddi 18+-weeks compared to ten weeks and Indian Super League, that laid down earlier on, will allow promoters Football the markers. Sports Development Ltd to grow the First Pro Kabaddi, which, as per all-important fan loyalty/engagement television ratings, is the second-most quotient in the coming seasons. popular league in India after the Indian

In the more immediate here and now cr ($171 million) to INR 1337 cr ($203 Hero MotoCorp renew its Title though, the big upstick for the Beautiful million); Team Sponsorship went up Sponsorship till 2019 at a 196 per cent Game was delivered by India hosting from INR 700 cr ($103 million) to INR 819 incremental value over the previous th its first ever FIFA tournament. The 17 cr ($124 million); Franchise Fees rose cycle. edition of the U-17 World Cup in India from INR 548 cr ($81 million) to INR 684 became the most attended in the There was also the U-17 World Cup cr ($104 million). It was not all positive history of the event that has been which pulled in over INR 40 cr ($6 though, with Endorsements down from variously described as a watershed million) worth of sponsorships from a INR 476 cr ($70 million) to INR 395 cr moment, a tipping point for Indian clutch of local partners. football, a springboard to take the ($60 million). game to new heights in the country. Speaking of U-17 World Cup, India’s As always, making up the biggest Hyperbole aside, and paraphrasing hosting of the FIFA youth football quantum of Sports Sponsorship Star India managing director Sanjay tournament also meant that questions investments was Media Spends Gupta in an interview he gave to around the future structure of club accounting for 55.68 per cent of overall SportzPower, “So one big movement football in India got pushed for some spends. Growing 15.8 per cent, they (in the last few years) has been that resolution into 2018. The temporary multi sports, or sports beyond cricket, were up from INR 3511 cr ($516 million) solution that FIFA and continental body have got a certain level of recognition to INR 4065 cr ($616 million). AFC endorsed was that ISL and the from a viewer point of view.” Looking at the highs of 2017, IPL carried struggling to stay afloat I-League would That movement is reflected on the forward the momentum from 2016 and run simultaneously for the 2017-2018 Ground in the numbers delivered by soared even higher, both ratings and season. Football, but with the tenth season of revenue-wise. India’s Money League the Indian Premier League having its Staying with Football, what didn’t make mopped up INR 1200 cr+ ($182 million) best ever season in terms of revenues money for a second season running NET in ad sales revenues for Sony generated for host broadcaster Sony was Premier Futsal, a league that Pictures Network India, compared to Pictures Networks and Team India looked to channel money into playing twice the number of home INR 1020 cr ($150 million) net in 2016. Football’s short-form format and had internationals than 2016, Cricket’s IPL’s 2017 season garnered 411 million international star power simply did not dominance was more pronounced in 2017 than the prior year. viewers, as per data provided have a convincing tale to tell by BARC, up from 361 potential partners, it would Looked at from a big picture million for IPL 9. seem. perspective, India’s advertising investment in 2017 stood at INR 61,263 As for India’s second cr ($9282 million), growing at below 10 biggest sport by per cent, due to in some measure to participation and the drag on the economy caused by attendance, Football demonetisation in November 2016 and has grown by a massive the implementation of the Goods and 63.8 per cent. Services Tax (GST) in July 2017. This was mainly on the It was a milestone year on the Sports back of the ISL becoming Sponsorship front, however, as the $1 a 10-team league with billion mark was breached for the first an 18+-weeks time. Overall growth in Sports season Sponsorship stood at an impressive 14.1 which per cent, touching INR 7,300 cr ($1106 saw million), a solid step up from the INR 6,400 cr ($941 million) garnered in 2016. While On Ground Sponsorship grew from INR 1165

And Premier Futsal was not the only Sponsorship for Pro Kabaddi was The Report examines advertising franchise based league that failed to sealed by Chinese smartphone major investments in Indian Sport in the pull in the moolah. Super Boxing Vivo for INR 262 cr ($40 million) for 5 calendar year 2017 from four angles – League, Super Fight League and Cue years, starting 2017 – at 100 per cent On Ground, Team Sponsorship, Athlete Slam, all of which made their debuts in incremental value from rights holder Star Endorsement, and Media – while also 2017, had negligible sponsor support in Sports’ previous ask. Clearly, 2017 was noting how franchise revenues their inaugural seasons. not without challenges. So all the more impacted the overall sponsorship pie. It There were also leagues on the plus reason to believe that the momentum bears noting that the Sports Industry side of the earnings lane – Hockey that is/has been building these past few Data provided in this report DOES NOT India League, Premier Badminton years is an unstoppable force. include: Gate Receipts; Players Fee / Salary; Prize Money; Merchandising; League, Pro Wrestling League, as well In Cricket, the force remained with Virat Subscription; Sports Goods; as newbies Ultimate Table Tennis and Kohli, who is setting new benchmarks Operational Costs. As stated, Sports P1 Powerboat Indian Grand Prix of the and breaking records by the day. Indian Sponsorship grew across the board by Seas all managed to raise sponsor Cricket is no more a triumvirate of Kohli, an impressive 14.1% in 2017, to INR revenues to varying degrees. MS Dhoni and Sachin Tendulkar. The 7,300 cr ($1106 million), a big jump up Indian captain in all formats is today the As for Kabaddi, the league marginally from the INR 6,400 cr ($941 million) Big ONE, standing in a league of his de-grew by 6.6 per cent. The decision garnered in 2016, and comparing own with endorsement deals that tote by Star India, Pro Kabaddi League’s brilliantly well to the sub 10 per cent up to more than twice what the other principal owner, to have only one growth in overall ad spends the Media two endorsement titans of Indian sport extended season and 12 franchises Sector as a whole registered in the pull in. Staying with the money competing in 2017 instead of the two year to stand at INR 61,263 cr ($9282 discourse, and accounting for the seasons that were seen in 2016, as well million). as the fact that in 2016 the Kabaddi challenges that 2017 threw up, net, net, World Cup was held in Ahmedabad, are the picture certainly looks bright. And And while demonetisation and GST has the twin reasons why sponsorship while Cricket upped the ante on all hit overall ad expenditure in 2017, the support for the sport contracted in fronts, Non Cricket made a BIG Sports sector has been able to ride the absolute terms. statement with the title sponsorship storm more than well. Summing up, deals that Pro Kabaddi and ISL with ad spending in India touching INR Overall, Kabaddi generated INR 114 cr negotiated in 2017. All of this forms the 61,263 cr ($9282 million) in 2017, Sports ($17 million), down from INR 122 cr ($18 preamble for the ﬁfth edition of the ESP Sponsorship makes up 11.9 per cent of million) in 2016. The more pertinent Properties - SportzPower India Sports the overall advertising pie, a step up news from India’s home grown contact Sponsorship Report. from the 11.5 per cent market share team sport though, was that Title registered in 2016.

GROUND 1165 171 SPONSORSHIP 1337 203 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN)

TEAM 700 103 SPONSORSHIP 819 124 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN)

548 81 FRANCHISE 684 104 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN)

476 70 ENDORSEMENT 395 60 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN)

MEDIA 3511 516 SPENDS 4065 616 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN)

TOTAL 6400 941 INDUSTRY 7300 1106 2016 (INR CR) 2016 (USD MN) SIZE 2017 (INR CR) 2017 (USD MN)

Source – ESP Properties 2016 Conversion Rate 1$ = INR 68 2017 Conversion Rate 1$ = INR 66

Sports Sponsorship grew by 14.1% Sports Sponsorship Size 11.9% of AdEx

Baldeep Singh WPP’s Data Alliance, Country Manager, India GroupM’s [m]PLATFORM, Head, Client Development & Data Partnerships, India As technological innovation continues to transform the world of sports advertising, Data Management Platforms (DMPs) present a new, revenue yielding, opportunity to create fan-based audience segments.

Imagine connecting a single sports fan When we try to find sports fans, our to the number of games they have ability to seek them is generally out of a watched, digital content they consume, myopic view. We tend to look for people place where they reside, organization either on sports publications online, they work with, online and offline watching TV content, or live in stadia for transactions, and any other behavior offline activities. However, an average based on browsing habits—such as sports lover in India consumes other intent to purchase. The permutations to digital content and that unearths create consumer segments are untapped advertising opportunities. endless, and this opportunity currently With the help of DMPs, we can find that exists. Combined with the ability to an average sports lover also spends target media via SMS, display, video time on movies, business, and health through their various devices and related activities. Reaching these users screens in real time via programmatic during these other moments capitalizes platforms, we can come to understand on beneficial purchasing power. With the consumer as a well-rounded the help of polygon geo fencing around individual. areas of interest, we can then extract AdID and IDFA from mobile devices for To give some context, statistical data an immersive and rich in-app and market research analysis have experience. Finally, to come full circle, always been used to study athlete we use all this information to reach the performance and popularity, in order to specific individual while they are gain a larger share of wallet from brands consuming unrelated content, at the with reinforcement in form of supporting right moment via an OTA partner—a facts and figures. While this practice has targeted, personalized approach. evolved over a longer period, and is supported by many technological Although there are many Data advances, the formulae to calculate Management Platforms in market which monies have not changed much. We allow for the enterprise to manage their have reached an apex, we are CRM first party data and create plateauing. We must look to other meaningful audience segments from avenues for capitalizing untouched, 3rd party data assets available, valuable data sets: fans and GroupM’s [m]PLATFORM is the only partnerships. DMP that goes above and beyond by

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 Top digital behaviours of an average sports enthusiast in India: 74% Health & Fitness 45% Personal Finance 60% Society 59% Travel

These segments open the umbrella of 68% opportunities for Movies targeting and also help us understand the overall persona of a user. In-turn using these insights to improve 52% offline campaigns. Business

07 Sporting Nation In The Making V / Data Management Platforms & Sports Marketing: A Ready Opportunity for the Taking

Consider one last example of how appeal to a key segment, as part of adding ad exposure, transactional mobile survey data and IMRB’s horizontally with these agencies and sponsorship intelligence was the planning process. Without activities, media consumption and iProspect data all come together with others like Wunderman and Ogilvy, to improved in 2016 by taking surprise there was a match of 40K market research data to the equation. countless other attributes to help provide resources and data segment data and matching it to between the client’s Segment Data [m]PLATFORM allows brands to build identify fans at an individual level and partnerships, build use cases and Facebook likes, to plan with Context Data (Facebook more personal and meaningful ﬁnd other consumers who resemble execute audience insights that help sponsorships for the Olympics. Likes). The ‘likes’ were mined by relationships with sports fans. them. Finally, WPP’s Data Alliance, a drive these types of opportunities. WPP was tasked with helping the segment to understand aﬃnities by Additionally, WPP owned Kantar World WPP company that supports the client understand how best to page and category. Panel and TGI, Light Speed Research Group's data business, works

Relative Top Music Likes Music v. Sports/Athletes

Sports/Athletes Music

12% 10% 8% 6% 4% 2% 0% MF AS

“Earlier we only had music genre data, now we can get deeper engagement with speciﬁc artists for commercials and promos.” – Financial Services Client

From the actionable insights sponsorships and/or ad campaigns mined, it was learned that Athletes/ for Rio 2016. Context highlighted Sports may not be the right place that all customer segments over to focus on for content creation. indexed in music vs. Instead, the focus should shift to Sports/Athletes. the Top Liked category, Music, Similarly using a Sport Data which represented 11% of all likes. Management Platform can As a result of this shift, the brand substantially unearth previously was able to tell their live-events unknown facts about Sports partner the top liked artists per Audiences and allow for finer segment to incorporate into attribution and thereby enabling promotional planning. In appealing agencies to build better to real tastes, the client was eager communications, dynamic to understand the tastes of key campaigns catered to specific segments to help in researching audience subsets and lead to alignment with past Olympics and higher ROI’s. specific sports & athletes for

08 Sporting Nation In The Making V / Football Steps up a Big Notch; Cricket has 50% of the Ground Covered

The Big Daddy of Indian Sports had much to crow about in the Chinese Year of the Rooster. Growing at a solid 18.9%, On Ground sponsorship in Cricket crossed the magic $100 million mark for the first time, closing the year more than INR 100 crore to the good over what 2016 delivered.

The short answer to how On Ground which is also an ICC Global Sponsor, is sponsorship shot up to INR 669 crore not included in the calculation as the ($101 million) from INR 563 crore ($83 sponsorship is coming from the UAE. million) in the previous year is - more One advantage that 2016 had over 2017 home game time. Team India faced in terms of revenue accruals, however, international teams in 34 games all told in was that there were two more 2017, exactly twice the number of home tournaments in the year - Asia Cup matches the Boys in Blue played in 2016. (Bangladesh) and Masters Champions As for India’s Big Money league, there League (UAE). Though neither was held was no change in IPL Central in India, all the sponsor deals of note Sponsorship, ergo revenues accrued - were from Indian brands. at approximately INR 235 crore ($36 Cricket also had two state run franchise million) - remained unchanged. based leagues that added to the Among IPL Central Sponsors, there was overall sponsorship pie. Vivo (Title), Official Partners Vodafone, The second season of the Tamil Nadu Yes Bank, Maruti and Future Group's Premier League had India Cements value fashion brand fbb and Ceat as pumping in INR 4 crore ($0.6 million) Strategic Time-Out Partner. while remaining the title sponsor, as A point of note is that fbb became an well as Birla Super White, Equitas Bank, official partner after Snapdeal-owned TechPlay, and Tata Gluco Plus on board digital payments platform FreeCharge as associate sponsors generating INR surrendered the final year of its 6.45 crore ($1 million) as central two-year on-ground IPL sponsorship sponsorship revenue for the N rights over to the Future Group. Srinivasan-controlled Tamil Nadu Cricket Association. The same was the case as far as ICC Central Sponsorship was concerned. Not too far behind TNPL was the These include Global Sponsors MRF, Karnataka Premier League, where Nissan and Oppo, along with Event Karbon Mobiles took title rights for INR Partner Moneygram, collectively 3 crore ($0.4 million) while Cycle, Vimal, accounting for approximately INR SBI and Titan pitched in as associate 140-150 crore ($21 - 23 million) that sponsors; pumping in INR 6.3 crore ($1 comes directly from the Indian market. million) in all as central revenues. It needs noting that Emirates Airlines,

09 Sporting Nation In The Making V / Football Steps up a Big Notch; Cricket has 50% of the Ground Covered

adding ad exposure, transactional mobile survey data and IMRB’s horizontally with these agencies and From cricket to the two team games state government reclaimed what can due to the fact that the ISL is a much activities, media consumption and iProspect data all come together with others like Wunderman and Ogilvy, to that offer the immediate next lower now justifiably be called its pride. bigger proposition now, what with JSW market research data to the equation. countless other attributes to help provide resources and data rung of money league propositions in Steel owned Bengaluru FC and TATA For the purposes of this report, [m]PLATFORM allows brands to build identify fans at an individual level and partnerships, build use cases and India - Kabaddi and Football. It was a Steel owned Jamshedpur FC joining its however, what is relevant is the On more personal and meaningful find other consumers who resemble execute audience insights that help straight swap in terms of monies ranks to make for a ten-team league Ground sponsor monies that the relationships with sports fans. them. Finally, WPP’s Data Alliance, a drive these types of opportunities. mopped up between the country’s from the 2017-2018 season on. Even in tournament managed to pull in. Additionally, WPP owned Kantar World WPP company that supports the home grown team contact sport and terms of run time the ISL is now an 18+ ‘National Supporters’ Hero Moto Corp, Panel and TGI, Light Speed Research Group's data business, works the world’s most popular team game. week league as compared to ten Bank of Baroda, Coal India, NTPC, weeks in the first three seasons. It was not just a swap though, but a Dalmia Cements and Byjus collectively major shift that took place, with Football spent over INR 40 crore ($6 million) on And what of the I-League? Well, it is surging well ahead of Kabaddi in its On the World Cup. clearly living on borrowed time as far as Ground game. While Football has its (at least for now) notional status as As the numbers show, grown by a massive 63.8% in 2017, the country’s top tier club competition it was clearly not the Kabaddi saw a contraction, down 6.6% is concerned. World Cup that over 2016. moved the needle The scheduling change that was made A significant contributor to the BIG year that resulted in a on account of the U-17 World Cup that Football was centred of course 63.8% positive swing where the ISL and I-League ran around India hosting its first FIFA in On Ground concurrently rather than one tournament - the Under-17 World Cup - sponsorship for following the other as was which kicked off on 6 October 2017, Football. the case earlier, in running through till the final on 28 actual fact set the That honour actually October at Kolkata’s iconic Salt Lake template on what can belongs NOT to a Stadium. be expected going football property, but to That the wider public took to the event a brand – Hero was more than validated in spectator MotoCorp. numbers. Attendance for this World After being associated Cup was a record 1,347,133, surpassing with the Indian Super China's 1985 edition where it was League since its 1,230,976. inaugural edition as a And while fan attendance was a title sponsor, the revelation, what also set records was world's largest the Mission 11 Million football initiative two-wheeler that the Union government got fully manufacturer behind, which was aimed towards renewed its lead taking the game to 12,000 schools in 37 partner positioning cities across the country. The ball was with ISL for another three set rolling by then Union Sports years till 2019 at 196 percent Minister Vijay Goel and president of the incremental value from the previous All India Football Federation (AIFF) cycle. Not just that, Hero is also the title Praful Patel at New Delhi’s Nehru sponsor of the I-league, the Stadium in early February 2017. Federation Cup and lead sponsor of the Indian national teams to The state governments of the six cities boot. chosen as host venues for the U17 World Cup pulled their weight as well, All told, Hero's financial commitment leaving a lasting legacy of world class to Indian football stands at upwards of stadiums in Navi Mumbai, Margao, INR 48 crore ($7 million) a year. Kochi, Kolkata, Guwahati and New Delhi. Having said that, at INR 38 crore ($6 None more so than Salt Lake though. million), it is the ISL that makes up the The West Bengal government spent highest value proposition in Hero’s more than INR 100 crore ($15 million) in football sponsorship and is a massive its refurbishment before temporarily increase from the INR 18 crore ($3 handing it over to FIFA’s control for million) the Delhi-based two-wheeler 50-odd days till the World Cup was giant was paying in the earlier cycle. done and dusted. After the final, the Hero’s increased outlay is of course

10 Sporting Nation In The Making V / Football Steps up a Big Notch; Cricket has 50% of the Ground Covered

adding ad exposure, transactional mobile survey data and IMRB’s horizontally with these agencies and forward. Which is that, as is the case Sahi Hai, Manyavar and Gillette as well the Odisha Men's Hockey World activities, media consumption and iProspect data all come together with others like Wunderman and Ogilvy, to across the world, the different tiers of as official partners Nissin, Royal League Final Bhubaneswar 2017, which market research data to the equation. countless other attributes to help provide resources and data India’s football leagues will run Challenge, RR Kabel and Ultratech, had only Hero MotoCorp as leadership [m]PLATFORM allows brands to build identify fans at an individual level and partnerships, build use cases and concurrently. So while much faux hair collectively contributing over INR 62 partner. more personal and meaningful find other consumers who resemble execute audience insights that help splitting may continue on what status crore ($9 million+). Coming in behind HIL was the third relationships with sports fans. them. Finally, WPP’s Data Alliance, a drive these types of opportunities. the I-League has in the current scheme In terms of sponsorships, therefore, Pro edition of Premier Badminton League. Additionally, WPP owned Kantar World WPP company that supports the of things, like it or not the objective Kabaddi 2017 was clearly up over the Vodafone commenced its association Panel and TGI, Light Speed Research Group's data business, works reality on the ground is that it is the two editions that were delivered in as title sponsor, Maruti Suzuki was the second tier league of Indian club 2016. “powered by” partner, Amazon & Bajaj football. That it still fell short of the 2016 Electricals associate and Bisleri partner, On the subject of second tier, that numbers is because in 2016 there was all of which accounted for INR 8.5-9 Kabaddi dropped in 2017 to no. 3 from also the Kabaddi World Cup, which crore ($1.3 - 1.4 million) going behind the second spot it held behind Cricket generated approximately INR 20 crore PBL. in 2016 has everything to do with the ($3 million) in sponsorship monies from Interestingly, next in line on the On reasons detailed above. But Kabaddi’s Amazon, Patanjali, Syska, Volini as Ground revenues front was NOT the drop in absolute terms from INR 122 associate sponsors, and Thumbs Up, Pro Wrestling League, into its second crore ($18 million) to INR 114 crore ($17 Skill India and Nissin as official season, but a powerboat series million) came in spite of Pro Kabaddi partners. launched by marathon specialists controlling stakeholder Star India finally Procam International. The P1 getting a title sponsor on board in Vivo Moving on from the Top 3 in the On Powerboat, Indian Grand Prix of the for INR 262 crore ($40 million) for 5 Ground game to the “best of the rest”, Seas, boasting Nexa as title sponsor years starting 2017. the Distance Running ecosystem continues its upward trajectory, and Nautica as official partner raked in It bears noting that Star India had gone growing 32% to INR 99 crore ($15 INR 6.5 crore ($1 million). through four editions of Pro Kabaddi million), up from INR 75 crore ($11 As for PWL, even as governance issues without a title sponsor as it refused to million) in the year prior. continue to dog the event, the mass budge on its asking price of INR 25 support the sport enjoys in North India crore ($4 million). That when it did finally The numbers tell their own tale, as Anil in particular ensured organizers Pro sign on a title partner it was at a 100+% Singh, managing director of Procam Sportify were able to secure sponsor incremental value from its previous ask International (one half of the brother buy ins from Patanjali (title), Amul is quite remarkable. duo that pioneered distance running in India) informed SportzPower in a recent (co-sponsor), Essco Bathware, Of course the more than doubling in the interaction. “Now there are over 800 of Sunflame, Piccadily and Bisleri value of title sponsor price came on the them (timed running events held in (associate sponsors) to the tune of INR back of Pro Kabaddi adding four new India annually), which means on an 6 crore ( $1 million). franchises with big name owners in average there are more than two taking P1 Powerboat, was not the only Iquest Enterprises Private Limited (N place each day,” Singh noted. franchise based league to test Indian Prasad & Sachin Tendulkar), Adani waters in 2017. Leagues around Table Wilmar Limited (Adani Group), GMR As for the Other Sports, it grappled with Tennis, Boxing , MMA and Cue Sports League Games Private Limited (GMR negative growth in 2017, dropping from all made their respective debuts. Group) and JSW Sports Private Limited INR 296 crore ($44 million) to INR 275 Among the four newbies, it was only (JSW Group). The bumping up of Pro crore ($42 million). Ultimate Table Tennis (promoted by Kabaddi from an eight-team league to a As was the case in 2016, the main Vita Dani's 11Even Sports Pvt. Ltd) that 12-team one meant PKL 2017 was a 12+ contributor remained the Hockey India could manage a title sponsor in CEAT. week league playing out 138 matches League, which had Coal India (Title), compared to 5 weeks and 60 matches Airtel, Hero MotoCorp and Lava Neither Super Boxing League, nor in the earlier seasons. mobiles as associate sponsors and MMA promotion Super Fight League, fronted by British businessman and All of this also meant more monies Indian Oil and ONGC as official sports enthusiast Bill Dosanjh and coming in from associate sponsors TVS partners, collectively pulling in INR 10-11 two-time world champion boxer Amir Tyres, Bajaj Electricals, Mutual Fund crore ($1.5-1.7 million). There was also

11 Sporting Nation In The Making V / Football Steps up a Big Notch; Cricket has 50% of the Ground Covered

adding ad exposure, transactional mobile survey data and IMRB’s horizontally with these agencies and Khan, made any money but the There was some good news for Tennis In summation, the On Ground activities, media consumption and iProspect data all come together with others like Wunderman and Ogilvy, to promoters have vowed to pump in fans though. India’s only ATP 250 sponsorship pie, at INR 1,337 crore market research data to the equation. countless other attributes to help provide resources and data investments to ensure SBL and SFL tournament was assured of staying in ($203 million) grew by a healthy 14.7% [m]PLATFORM allows brands to build identify fans at an individual level and partnerships, build use cases and make their mark in coming seasons. the country after Maharashtra in 2017, up from INR 1,165 crore ($171 more personal and meaningful find other consumers who resemble execute audience insights that help government stepped in following the million) the previous year. Mounted on a much smaller scale was relationships with sports fans. them. Finally, WPP’s Data Alliance, a drive these types of opportunities. demise of Tamil Nadu state chief Cue Slam - Indian Cue Masters League, Expect 2018 to only get bigger, not just Additionally, WPP owned Kantar World WPP company that supports the minister J Jayalalithaa. Owned by IMG a cue sports league promoted by on the back of growth from the Panel and TGI, Light Speed Research Group's data business, works and organized by IMG Reliance, the SportzLive with 5 franchises competing leagues that are now up and running, annual tournament known till 2017 as in the inaugural edition. Like in the case but also from new kids on the block the Chennai Open, had been played in of SFL and SBL, Cue Slam will also that are debuting in the year – the Tamil Nadu capital since 1996. But it need to be “nurtured” over the coming Volleyball being a notable one. was no secret that the renewal in 2016 seasons if it is to have any hopes of of the Chennai Open contract for a “lasting the course”. further three years, though signed From no money / some money to no between IMG, IMG-Reliance and the league. The exit of Mahesh Bhupathi’s Tamil Nadu Tennis Association, was in International Premier Tennis League operation essentially because from the scene surprised no one as the Jayalalithaa stood guarantee. economics were always suspect. The Jayalalithaa’s passing meant that the franchise-based league the doubles tournament had to find another patron ace first served up in 2014 had a no or would move out of India, and show in 2017 with claims of monies fortunately Maharashtra government unpaid and no likelihood of a return. agreed to perform the role of white Add to that the super successful debut knight. of another international team-based tennis tournament - the Roger Federer backed Rod laver Cup – was the proverbial final nail in the coffin for the IPTL.

12 Sporting Nation In The Making V / Football Steps up a Big Notch; Cricket has 50% of the Ground Covered ON

CRICKET GROUND

Source – ESP Properties 563 83 669 101 2016 Conversion Rate 1$ = INR 68 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN) 2017 Conversion Rate 1$ = INR 66

 On ground sponsorship has grown by 14.7% FOOTBALL  India Cricket has grown by 18.9% as India played more matches in 2017  Football has grown by 63.8%. 110 16 179 27 - FIFA Under 17 World Cup was successfully 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN) held with 6 Indian Sponsors - Hero MotoCorp renewed ISL Title Sponsorship at 196% incremental value KABBADI from previous year  While the other sports saw a decline due to No Olympics and IPTL in 2017; new leagues like the UTT, SBL, SFL, Cue Slam, 122 18 114 17 Power Boating contributed to overall growth 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN)

MARATHON 75 11 99 15 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN)

OTHER SPORTS

296 44 275 42 TOTAL 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN)

203 2017 (USD MN)

1337 2017 (INR CR)

171 2016 (USD MN)

1165 2016 (INR CR)

13 Leagues

Indian Premier Pro Kabbadi League

Social Conversation 2,224,905 316,198

Search 398,268,425 42,187,775

Facebook 20,639,654 1,500,000

Twitter 5,380,000 241,000

Instagram 1,500,000 80,600

TVR 2.7 1.5

Reach 411,083,000 312,679,000

Indian Super Premier Badminton League League

Social Conversation 475,372 47,986

Search 19,861,425 2,212,550

Facebook 4,200,000 1,040,000

Twitter 649,000 34,300

Instagram 326,000 14,500

TVR 0.3 0.0

Reach 158,866,000 35,027,000

Source – GroupM Source for TVR and Reach - BARC ISL data is till 31st Jan 2018 TG: 2+, All NCCS, All India

 12x jump seen in monthly social conversations volumes for Top 4 Sports Leagues during season; PBL being the highest at 18x and ISL related social conversations are the lowest gainers at 4x  While IPL & PBL search volumes peak in the start months of the league, PKL & ISL peaks around the middle in terms of search volumes  22x jump seen in monthly search volumes for Top 4 Sports Leagues during season; IPL being the highest at 33x and PKL is at the lower rung in during season search volume gains at 17x

14 Sporting Nation In The Making V / Analytics takes Midﬁeld in Sports

The past decade in sports has witnessed an evolutionary shift towards leveraging analytics to deliver excellence in performance in almost all games and fitness activities. Power and fitness have been the core drivers of this change. Sandeep Pandey Technology, sophisticated data analytics and machine learning Chief Product & Strategy Oﬃcer, Wavemaker South Asia algorithms have accelerated this trend at an exponential pace.

You name a sport and we see cutting-edge analytics deployed at its best:

Cricket: NFL/NBA: Olympics: Average high scores are increasing Player selection, on-ground team Michael Phelps, the most every season – it’s all analytics, dynamics to improve individual player decorated Olympian of all times whether getting the right customized performance and overall team scores (28 medals), how does he do it gear to help the impaired cricket by addressing their weakness. Should every time and yet again after legends to play and yet break their you improve your jump shot or not – every 4 years? He is one of the top existing records again. Or analyze the such scenarios are now simulated with athletes of the world, who has bowler’s hand movement and simulate opponent team player dynamics (in/out reached the elite level where the action to practice for better member kinematics) to help the players every movement of his is performance. practice with real time challenges. measured and analyzed by performance trainers. A dedicated Tennis: analytics team deploy video Formula One: analytics and simulat possibilities The most significant innovations in the to perfect his streamline posture design of racquets with the shift from Analyzing petabytes of data produced using body ratio (legs compared to wooden to graphite and composite in a single Formula One championship torso size), kick angle, etc. – these material have seen the drift in game weekend is one of the major tools generate 100s MB of strategy from the days of Ashe to the investments for the research teams to physiological data everyday era of Roger Federer and Serena better their machine efficiency and tracking heart rate, heart rate Williams. Did it ever occur to you that performance, which helps them win by variability, skin conductivity, the fashion/aesthetics shift in attire from nanoseconds every season. ambient temperature, tight shorts to long baggy shorts was accelerometry, etc. to design proven mathematically to drive training and recovery sessions. controlled movement assisted by loose fitting kit? Interesting!!

15 Sporting Nation In The Making V / Analytics takes Midﬁeld in Sports

The amount of dedication, time, And the worst nightmare of the investment and reward associated with marketers, which team to sponsor? sports today is immense. Whether it’s Which match to be on? We at the players, coaches, managers, team WaveMaker took a stab at making it owners, all have realized the easy for their clients. Let’s leash the importance of hawk-eyed observation, data and see what the new team analysis and evaluating individual composition entails. Analyze historical player sport skills to improve their edge player performance (past 10 IPL season on the game. Data is fascinating, its data), inherent fan following, and live impressive the amount of information game dynamics is an attempt to get as they have access to, through wearable much accurate reach as possible devices, drone cameras, IoTs- tracking scientifically/statistically. every on-field movement, We have built models that tested it for hand/wrist/leg movement, etc. the last five seasons, from previous to Sports analytics excites its audience the next and we could predict the and users in whichever form used or reach for 25% of the IPL matches at deployed. From the basic presentation 95% accuracy, and 90% of the matches skills resulting in new interesting metric in more than 80% accuracy. We built designed by the broadcasters, to multilevel ensemble models to predict engage and excite the audience for the the static fan following for each of the 8 upcoming match teams e.g. the teams individually and the dynamic heatometer by Star Sports channel to factor for each of the two teams playing define the match excitement index for – 56 matches (including player the teams playing is innovative. performance, bowler impact, field/pitch – home away stadium, pitch type, The amount of money involved in weather effect, reach by day and night today’s sporting activities from time) to get it right to the second marketers to betting (legal/illegal) has decimal point. raised the demand for forecasters more than ever. It’s the precision of A highly competitive sports arena has their forecast of how the IPL team will made it a necessity to use the most perform on a Sunday night match in advanced analytical techniques for humid summer evening in the city of deeper insights to perfect that one Mumbai that makes them “Wanted”. shot/stroke/hand movement of the players to have the highest level of It all starts from the beginning of the control on every move the athlete season, team selection – do I have the makes. Those who bring it to use are right mix? Oops! this was my star the ones who prove it again and make performer last season picked up by the new records. Match outcome is not KKR this year, who should I replace this easy to predict, since there are so loss with? Are we spending the right many moving variables in any live amount for this spinner? And yes, sport. We deploy highly advanced analytics helps you make this decision, machine learning algorithms to a much “informed one”. Moneyball was minimize the error at each level to get it all about this, and decision makers are close. making use of the most sophisticated algorithms to analyze the player’s past Leverage sports analytics, make it a performance before getting them on reality. Convert your weakness to board. strength, every notch you improve takes you closer to success. It is not by What are the odds? We played as a chance but you master it, to do it every team until the last season, we are time henceforth. playing against them this season. What should be my strategy? What should be my playing order? How do I improve my team performance to turn the game to my favor?

16 Sporting Nation In The Making V / New Franchises, Leagues make for a Healthy Brew

In a year where the aftershocks of demonetisation were still being felt, and the rollout of GST was a drag on the overall economy, came five new franchise based leagues. It was also a year when two established leagues added new teams to their respective rosters. And one that saw the unfortunate but much-expected demise of an existing league.

This, however, was not the "You must Johri, who saw the high bids as proof of be kidding me" moment of 2017. That the “strength of Indian cricket and the moment was provided by Oppo opportunity that BCCI provides to Mobiles, when the Board of Control for companies”. Cricket in India (BCCI) announced that While on the topic of strength, in the Chinese smartphone firm had made significant part due to the Oppo deal, the highest bid ever for Team India as too the fact that India played more sponsorship. Oppo's winning bid international home fixtures (34), Cricket worked out to INR 1,079 crore ($163.48 Team Sponsorship was up by 20.6% in million) over five years or INR 4.61 crore 2017 - from INR 429 crore ($63 million) ($0.70 million) per bilateral match and to INR 518 crore ($78 million). INR 1.56 crore ($0.24 million) for an ICC tournament match that Team India plays The story was even brighter for the between April 1 2017 and March 31 country’s second biggest game by 2022. Incidentally, BCCI’s reserve price participation. Football saw a massive was INR 538 crore ($81.52 million). expansion in Team Sponsorship numbers to the tune of 41.84%. The For some context, Oppo’s bid was 2.4 uptake, from INR 98 crore ($14 million) times what previous sponsor Star India in 2016 to INR 139 crore ($21 million), had paid (INR 203 crore, $30.76 million) came on the back of the Indian Super over the three years it held the rights (at League adding two more franchises to INR 1.92 crore ($0.29 million) per become a ten-team league. The other bilateral match / INR 0.61 crore ($0.09 key factor in the upswing was the raft of million)per ICC match). international deals that a number of That the only other player in the race Indian brands entered into with Premier was sister smartphone brand Vivo (both League clubs. are subsidiaries of BBK Electronics Looking at just the ISL, Team Corp), with a INR 768 crore ($116.36 Sponsorship has gone up by 22% due million) offer, would certainly have been to two additional teams and more a pain point for the Oppo strategy team. games (total 95). Not so for BCCI chief executive Rahul

0517 Sporting Nation In The Making V / New Franchises, Leagues make for a Healthy Brew

The international deals that Indian by a 12-team league in one season, it is Tennis at INR 2.5-3 crore ($0.38-0.46 brands struck with English clubs tote up INR 60-65 crore ($9.09-9.85 million) as million) per franchise; followed by to INR 75-80 crore ($11.36 - 12.12 against INR 40-42 crore ($6.06-6.36 Super Boxing League and Super Fight million) all told, the notable ones being: million). League (INR 2 crore, $0.31 million); with  HCL continued its association with All taken together therefore, Team Cue Slam bringing up the rear at INR Manchester United Sponsorship registered a healthy 17.1% 1-1.5 crore ($0.15-0.23 million) per team.  Wipro continued its association with growth, from INR 700 crore ($103 In the year, what is again noteworthy is Chelsea million) to INR 819 crore ($124 million). that the BCCI waived off the franchise fee commitments of the suspended  Apollo continued its association with The news was even more heartening Chennai Super Kings and Rajasthan Manchester United and signed with on the Franchise Fees front, growing at Royals till their return to the IPL in 2018. Crystal Palace also 24.8% from INR 548 crore ($81 million) to INR 684 crore ($104 million). CSK and RR’s “temporary”  MRF signed up with West Bromwich replacements Rising Pune Supergiant Albion, Newcastle United, and West And here, all the upside came from and Gujarat Lions paid INR 16 crore Ham United developments on the Other Sports ($2.42 million) and INR 10 crore ($1.51 arena, as Cricket remained unchanged  Gulf Oil signed with Manchester million) respectively to the BCCI. But at INR 337 crore ($51.66 million). United they also forfeited INR 40 crore each And what an upside! Growth in from the central pool payable to Coming to Other Sports, despite the Franchise Fees was at a massive franchises. These amounts have been addition of five new leagues and the 64.45%; from INR 211 crore ($31 million) accounted for in ground sponsorships. expansion of ProKabaddi from an to INR 347 crore ($53 million). The eight-franchise proposition to a As for the Tamil Nadu Premier League, largest chunk of course came from the 12-team entity, it still witnessed a its eight franchises collectively paid the addition of two new franchises to the contraction from INR 172 crore ($26.37 N Srinivasan controlled Tamil Nadu ISL, each bringing in INR 15 crore ($2.3 million) in 2016 to INR 163 crore ($25 Cricket Association around INR 33 million). million). The two reasons being the crore ($5 million). return of PKL from a two-season As for the four new teams added in All told a positive year on the Team experiment back to a traditional one PKL, each brought in approximately INR Sponsorship and Franchise Fees front. season property and the exit of 6-8 crore ($0.91-1.21 million). And with a new volleyball league Mahesh Bhupathi’s International Of the five new leagues on the block, expected to launch mid-year, it will Premier Tennis League from the scene. P1 Powerboat Indian Grand Prix of the hopefully cover for the exit of P1 Comparing the Team Sponsorship Seas had the highest franchise fees at Powerboat, which will not be making a revenues generated from two seasons INR 3-3.5 crore ($0.45 - 0.53 million) return after its inaugural season. by an eight-team PKL versus earnings per team; then was Ultimate Table

18 Sporting Nation In The Making V / New Franchises, Leagues make for a Healthy Brew TEAM SPONSORSHIP & FRANCHISE FEE

TEAM SPONSORSHIP 429 CRICKET

98 FOOTBALL 63 CRICKET 172 OTHER SPORTS 14 FOOTBALL 2016 518 CRICKET (INR CR) 25 OTHER SPORTS 139 FOOTBALL 2016 OTHER SPORTS CRICKET 700 (USD MN) 163 78 FOOTBALL 2017 21 (INR CR) 103 25 OTHER SPORTS

2017 819 (USD MN) 124

337 CRICKET FRANCHISE 211 OTHER SPORTS 2016 CRICKET (INR CR) 50 31 OTHER SPORTS 2016 337 CRICKET 548 (USD MN) 347 OTHER SPORTS 2017 81 (INR CR) 51 CRICKET 53 OTHER SPORTS Source – ESP Properties 2017 (USD MN) 2016 Conversion Rate 1$ = INR 68 684 2017 Conversion Rate 1$ = INR 66

 Team Sponsorship has grown by 17.1% 104 - Oppo secured Team India Sponsorship at INR 1079 Cr (April 2017 to March 2022). 117% incremental value from previous deal resulting in 20.6% growth in Cricket Team Sponsorship - Football Team Sponsorship has grown by 41.4%.  ISL Team Sponsorship grew by 22% as the number of matches has gone up  International Football Club Sponsorship is growing rapidly  Franchise Fee has grown by 24.8% - 4 New Teams added in PKL and 2 New Teams added in ISL - Emergence of UTT, SBL, SFL, Cue Slam, P1 added to the overall Franchise Fee Pie

19 IPL Franchise

Mumbai Kolkata Knight Royal Challengers Sunrisers Indians Riders Bangalore Hyderabad Social 651,182 448,201 326,000 196,629 Conversation

Search 19,446,950 8,856,900 15,748,125 7,048,900

Facebook 12,000,000 15,000,000 9,000,000 5,700,000

Twitter 4,300,000 3,690,000 2,750,000 1,690,000

Instagram 1,500,000 469,000 1,400,000 382,400

TVR 3.2 2.8 2.8 2.5 Reach 270,000,000 256,000,000 249,000,000 246,000,000

Kings XI Delhi Rising Pune Gujarat Punjab Daredevils Supergiant Lions Social 122,636 37,098 218,804 133,705 Conversation

Search 3,464,925 4,314,225 6,007,825 6,573,175

Facebook 8,400,000 4,500,000 17,00,000 11,20,690

Twitter 1,640,000 1,060,000 2,98,000 2,66,000

Instagram 501,900 307,100 2,81,000 2,69,000

TVR 2.5 1.5 2.8 2.5 Reach 245,000,000 250,000,000 256,000,000 249,000,000

Source – GroupM Source for TVR and Reach - BARC TG: 2+, All NCCS, All India  In terms of average monthly social conversations, Mumbai Indians, Kolkata Knight Riders and Royal Challengers Bangalore are several notches above the rest of the IPL franchises. Delhi Daredevils’ average monthly social conversations, is 1/18th of that of Mumbai Indians  Monthly social conversations for IPL teams starts picking up from February, peaks in April and wanes out by July  In terms of average monthly search volumes, Mumbai Indians and Royal Challengers Bangalore are head and shoulders above the rest of the IPL franchises. KXIP’s average monthly search volumes, lowest of the lot, is 1/6th of that of Mumbai Indians  Monthly search volumes for IPL teams starts picking up from February, peaks in April and wanes out by June

20 ISL Franchise

Bengaluru FC Kerala Blasters Chennaiyin FC ATK

Social Conversation 79,684 70,968 54,216 53,344

Search 959,925 350,200 1,101,025 1,161,600

Facebook 320,000 1,900,000 456,000 1,100,000

Twitter 277,000 1,790,000 787,000 496,000

Instagram 622,000 412,000 112,000 115,000

TVR 0.3 0.6 0.3 0.5 Reach 55,000,000 61,000,000 62,000,000 57,000,000

FC Goa Pune City Mumbai City Delhi Dynamos

Social Conversation 31,678 28,109 26,336 19,275

Search 779,050 508,475 415,275 61,575

Facebook 457,000 912,000 584,000 654,000

Twitter 307,000 134,000 150,000 113,000

Instagram 116,000 66,500 66,000 47,500

TVR 0.3 0.3 0.4 0.3 Reach 55,000,000 61,000,000 61,000,000 49,000,000

Source – GroupM Source for TVR and Reach - BARC Jamshedpur FC NorthEast United FC TG: 2+, All NCCS, All India Social  Monthly social conversations for ISL teams is at the Conversation 16,732 16,711 lowest only in February and March 2017. Monthly social conversations for ISL franchises picked up in July and Search 46,500 321,675 grew exponentially in November and December  Leaving the youngest team – Jamshedpur FC out, Facebook 65,207 319,000 Atletico de Kolkata, Chennaiyin FC, Bengaluru FC and FC Goa are the most searched ISL franchises as per Twitter 6,954 418,000 average monthly volumes. Delhi Dynamos FC’s average monthly search volumes, lowest of the lot, Instagram 20,600 73,900 it is 1/19th of that of Atletico de Kolkata  Except for April’17 which was an anomaly, monthly TVR 0.4 0.4 average search volumes for ISL franchises picked up in July, grew exponentially in November and peaked Reach 60,000,000 51,000,000 in December

21 PKL Franchise Patna Tamil Gujarat Bengal Pirates Thalaivas Fortunegiants Warriors Social Conversation 50,992 45,404 67,282 27,990 Search 1,193,725 372,750 27,700 700,475 Facebook 692,000 272,000 273,000 742,000 Twitter 452,000 24,700 10,900 60,800 Instagram 62,400 25,600 20,500 28,700 TVR 1.6 1.4 1.6 1.4 Reach 186,000,000 159,000,000 184,000,000 168,000,000

Puneri Jaipur Bengaluru Telugu Paltan Pink Panthers Bulls Titans Social Conversation 24,631 23,045 17,443 17,584 Search 332,475 1,141,200 833,200 1,927,200 Facebook 95 0 807,000 750,000 534,000 Twitter 95,700 107,000 136,000 125,000 Instagram 42,800 42,200 45,100 31,900 TVR 1.4 1.4 1.5 1.8 Reach 170,000,000 171,000,000 162,000,000 174,000,000

Dabang Haryana Delhi K.C. Steelers U Mumba U.P. Yoddha Social Conversation 15,004 14,916 24,529 15,335 Search 197,725 0 767,500 0 Facebook 1,100,000 358,000 1,050,000 231,000 Twitter 43,500 11,000 114,000 9,832 Instagram 24,600 24,500 66,700 8,785 TVR 1.3 1.4 1.5 1.5 Reach 152,000,000 163,000,000 166,000,000 167,000,000

Source – GroupM Source for TVR and Reach - BARC  While monthly search volumes for PKL franchises saw a 4x jump during season TG: 2+, All NCCS, All India compared to oﬀ-season, the conversations jumped a whooping 22x during season over the rest of the year  Gujarat Fortunegiants had polarity of sorts. While their average monthly search volumes were the lowest owing to being one of the youngest team in PKL 2017, their average monthly social conversations was the highest courtesy their on-ﬁeld performance  On social media conversations, 2015 season champion U Mumba couldn’t generate enough chatter on social media

22 PBL Franchise

Awadhe Chennai Hyderabad Warriors Smashers Hunters

Social Conversation 2,264 795 595

Search 31,200 166,325 333,450

Facebook 2,239 6,547 29,785

Twitter 827 4,916 3,063

Instagram N/A N/A N/A

TVR 0 0 0 Reach 10,700,000 9,600,000 6,500,000

Mumbai Bengaluru Delhi Rockets Blasters Dashers

Social Conversation 554 530 43

Search 253,675 32,760 350,200

Facebook 15,080 N/A N/A

Twitter 524 N/A N/A

Instagram 442 N/A N/A

TVR 0 0 0 Reach 10,100,000 6,900,000 8,700,000

Source – GroupM Source for TVR and Reach - BARC TG: 2+, All NCCS, All India

 Average monthly social conversations jumps exponential 48x during season as compared to rest of the year  In terms of average monthly search volumes, while it’s obvious that there’s a signiﬁcant jump during season in search volumes, teams like Hyderabad Hunters saw a fair gain in their search numbers in April / May owing to success of B Sai Praneeth and Tai Tzu-ying in BWF events

23 Sporting Nation In The Making V / An ODE to a Decade of “Manoranjan ka Baap”

Subhamoy Das Sr. Business Director, ESP Properties

Turning the Gentleman’s game into a fast paced sportainment league and keeping audiences glued over the last 10 years is no small feat! And the Indian Premier League (IPL) has managed to do just that and more… IPL - a heady concoction of glamour, sport, controversies, financial muscle, and a platform for talent has witnessed and inspired the birth of many leagues in Kabaddi, Football, Badminton, Field Hockey amongst others. IPL has truly been ‘Manoranjan’ and ‘Business of Sports’ ka BAAP in the sub-continent!

The multi-million-dollar annual one. From an advertiser’s perspective, extravaganza that IPL is, has deﬁned IPL could arguably be the only annual the sporting business landscape in event which in 2017 reached 57% of the India, and in doing so, IPL has managed TV viewing audiences during the to rewrite history in ways more than months of April-May.

IPL AdEx (INR crore) IPL Reach (million)

228 2008 102 481 2009 123 744 2010 144 943 2011 162 598 2012 162 787 2013 177 655 2014 191 810 2015 189 1117 2016 361 1204 2017 411 IPL AdEx IPL Reach

And this, has been demonstrated by between 2011 to 2016 with 3.4% growth the advertiser community’s relentless in AdEx during this period, however the belief with full gusto. The graph above property has managed to shut them up shows a steady growth of 9.2% CAGR in with a promising 2017 season and IPL reach from 2008-15 (TAM years) subsequently with renewal numbers of coupled with 20.3% CAGR growth in IPL Rs 16,347.5 crore for media rights, AdEx over the decade. Detractors catapulting IPL in a league of its own. might pinpoint a sluggish period This keeping in mind that down South,

24 Sporting Nation In The Making V / An ODE to a Decade of “Manoranjan ka Baap”

the league has performed under par Moving onto the on-ground subsequent leagues. IPL, over the last accounting for 26% of the reach across sponsorship piece. IPL has been a decade, has managed to pool in INR years. With the new broadcasters torchbearer, of sorts, in this space too 4,014 crore across Central and Team bringing in dedicated regional language leading the way to set sponsorship Apparel Sponsorships. This amounts to feed in South, these numbers are only guidelines and benchmarks for not only approx. ½ of the IPL AdEx during bound to strengthen going forward… Cricket but also other sports and the same period.

IPL On-Ground Sponsorship

600 466 480 482 442 413 449 435 500 355 400 259 300 233 190 176 201 201 213 219 219 200 125 174 136 234 252 261 263 100 181 252 237 248 0 134

Agg. Deal Value (INR Crore.) Agg. Deal Value 97

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Central Spon. Team Spon. Spon C+T

IPL on-ground sponsorship pie has interest in the property gets sponsorship more than once during seen a feisty growth at 8.4% CAGR. exemplified when you realize that the 2008-17. One might feel that during the With the Central Sponsor deals being title sponsorship of IPL for the next five last 5 years, with advent of other multi-year commitments, the years has been closed at 91% of the sporting leagues in the country, these incremental growth has been driven by total 2017 on-ground sponsorship advertisers are spoilt for choices and on-ground team apparel sponsorship number. Now that’s what you call the spill over to other leagues must be which has grown at a hearty 11.8% GROWTH! a significantly large number. But to our CAGR over the last decade. Again surprise, only 38 of them (16%) have Over the last decade, at a team apparel pessimists might argue that starting tried their hand at leagues other than sponsorship level, we’ve seen a 2011, IPL sponsorship pie has grown at IPL which shows the success rate and whopping 237 brands doing 741 team a modest 1.46% CAGR as shown in the confidence sponsors have in this apparel sponsorship deals, of which graph above. However, advertiser’s marquee property. 124 brands have done team apparel

1% 1% 1% 1% 1% 1% 1%

Tyres Conglomerate Contraceptives eCommerce Media IT Services Misc.

1% 1% 1% 1% 2% 2% 2% Cycles Retail Travel & Tourism Food Products Innerwear Non Alcoholic FMCG Beverages

2% 2% 3% 3% 3% 3% 4%

Four Wheelers Sports Airlines DTH Apparel Auto Lubricant Two AWheelers Accessories

4% 6% 6% 7% 7% 8% 10% 14%

Cements Others Alcoholic BFSI Real Estate Consumer Mobile Telecom Beverages Durables Handset

25 Sporting Nation In The Making V / An ODE to a Decade of “Manoranjan ka Baap”

A little deep dive in the brand brand categories have invested 67.4% categories who have seen promise in of the total monies put behind IPL team IPL teams in the last decade, shows apparel sponsorship from 2008-17. Telecom, Mobile Handsets, Consumer While this is historic data, what is Durables, BFSI, Real Estate, Alcoholic interesting to know is how category Beverages, Cements, Two-Wheelers, investments have moved over the Airlines, and Lubricants to be the decade and where do we see big biggest investors in Team Apparel monies coming in from soon. Sponsorship. To put things in perspective, the aforementioned 10

-35.40% -8.21% 1.15% Two Alcoholic Wheelers BFSI Beverages

2.57% 5.71% Consumer Airlines Durables

9.04% 9.92% 11.35%

Mobile Telecom Handset Cements

12.34% 23.29%

Real Estste Auto Lubicant

In the ﬁgure above, we see that over While going into print, IPL 2018 season the decade investments from Two is less than 2 weeks away from Wheelers, BFSI, Alcoholic Beverages commencement and with new partners and Airlines towards team apparel and sponsors on-board, Indian Premier sponsorship has been drying up and League is all set to take the Indian other categories like Consumer Sports Industry to astronomical heights Durables, Telecom, Mobile Handset, in terms of monies invested, audience Cements, Real Estate, and Auto reached, content created and so on… Lubricants have grown at an average And we as a cog in the wheel of the CAGR of 11.96%. Does that mean, IPL sporting fraternity would only hope that 2018 onwards we’ll see big monies the rest of the ecosystem rises to the coming in towards IPL team apparel occasion that is ‘India ka tyohar’ sponsorship from categories mentioned? This, only time will tell…

26 Sporting Nation In The Making V / Virat Pads up Blue Sky Between him and the Rest; as does Sindhu Among Women

The difference a year makes. More so when the year - 2016 - was an Olympic one (it was the year of the Rio Games).

No surprises therefore that ($8.33 - 9.09 million), Sachin has nine endorsement revenues from Other brands under his belt, with an Sports were down big time in 2017. But endorsement value totaling INR 25-30 that alone does not explain the massive crore ($3.79 - 4.55 million). 62.9% contraction that Other Sports As for the current lot of cricketers, if in witnessed, from INR 197 crore ($29 2016 the talk was around India’s then million) to INR 73 crore ($11 million). bowling spearhead Ravichandran More on that later. Ashwin making the step up during the Why? Because the main act was all course of 2017, it ended with the oﬀ about Cricket. Or more to the point, one spinner no longer in the reckoning man in Cricket - Virat Kohli. If the Cricket even for a team place in Kohli’s scheme Endorsements tally grew by a more of things. than healthy 15.77%, it was nearly all on Instead, the man making the headlines the shoulders of the Team has been ‘all-rounder’ Hardik Pandya. India captain in all Team India’s ‘Mr Bling’ has seven formats of the brands in his kitty worth INR 3.5-4 crore game - whose ($0.53 - 0.60 million) all told. Two new legend grows and kids on the block also drawing grows. attention are Prithvi Shaw and Ishan If Virat ended 2016 Kishan, both of whom made their with 20 brands under debuts in the brand endorsement his belt with a collective arena. endorsement value of Action on the international INR 120 crore ($18.18 ﬁeld, however, has dropped million), in 2017 the brand count was down a notch to 19, but worth INR 150 crore+ ($22.72 million+). Left way behind in the wake of the Kohli gravy train were the two other long standing endorsement titans of Indian sport - MS Dhoni and Sachin Tendulkar. While Dhoni is today the face of 13 brands worth around INR 55-60 crore

27 Sporting Nation In The Making V / Virat Pads up Blue Sky Between him and the Rest; as does Sindhu Among Women

massively. And not surprisingly either, Returning to the activity on the Other Saina lost five brands in 2017, down considering that monster endorsement Sports front, taking international deals from the 11 she fronted the year before, deals signed by two international icons out of the equation, non-cricket while Mary Kom currently endorses ended their respective two-year runs. endorsement contracted by 21%. And it three brands, as against 13 in 2016. A INR 60 crore ($9.09 million) a year was for reasons already touched upon. That was on the distaff side. The big deal that the world’s best footballer Bucking the downswing beat big time, mover among men was India’s highest Lionel Messi had going with Tata however, was PV Sindhu, who followed ranked shuttler Kidambi Srikanth, who Motors came to an end after 2016, as up on her Rio Silver medal exploits, signed his first endorsement deal with too did the one Hero MotoCorp had riding to greater heights in 2017. The Bank of Baroda, worth INR 1.5 crore with Tiger Woods – worth INR 50 crore Pullela Gopichand protégé (as is almost ($0.23 million) a year. ($7.58 million) a year. all of India’s top badminton talent today) Summing up, while Virat and Sindhu There is still some ‘minor league’ currently stands head and shoulders soared, the exit of Messi and Tiger international play provided by French above the rest of the Non-Cricket from the scene, added to the steady Footballing great Zinedine Zidane’s crowd. The Hyderabad native has INR erosion in brand value of Big Guns ongoing endorsement deal with 30 crore+ ($4.55 million+) worth of Sachin and Dhoni, were the prime Kanakia Spaces for its Kanakia Paris endorsements under her belt, drawn factors behind Endorsement value project in Mumbai's Bandra-Kurla from deals with 11 brands, well up from dropping 16.8% in 2017; to INR 395 Complex worth INR 10 crore ($1.52 the INR 12 crore ($1.82 million) she crore ($60 million), from INR 476 crore million) per year. pulled in 2016. ($73 million) the previous year. A mention needs to be made also of Not so the case of Sindhu’s rival Saina All told therefore, Cricketers were the ones South African cricketer AB De Nehwal (2016’s top endorser), tennis associated with a total of 90 brands Villiers has signed with MRF, Mont player Sania Mirza and boxer Mary Kom whereas non-cricket athletes got 78 Blanc and Maruti, together worth INR (third and fourth respectively in 2016), brand endorsements. 2-2.5 crore ($0.30-0.38 million). all of whom have seen significant downturns in brand interest.

28 Sporting Nation In The Making V / Virat Pads up Blue Sky Between him and the Rest; as does Sindhu Among Women ENDORSEMENT

Source – ESP Properties 2016 Conversion Rate 1$ = INR 68 2017 Conversion Rate 1$ = INR 66 279 2016 (INR CR) 41 2016 (USD MN) 323 2017 (INR CR) CRICKET 49 2017 (USD MN)

1972016 (INR CR) OTHER SPORTS 29 2016 (USD MN) 73 2017 (INR CR) 11 2017 (USD MN)

476 2016 (INR CR)

2016 (USD MN) 70 TOTAL Endorsements has de-grown by 17%. Major reason is Messi – Tata Motors deal & Tiger Woods – Hero 395 2017 (INR CR) Moto Corp deals got over. Cricket endorsement has grown by 15.5% - Virat 2017 (USD MN) Kohli leading from the front with 19 brands & 150+ 60 crore worth of endorsement value PV Sindhu is leading the non-cricket endorsement space with 11 brands and over 30 crore worth of endorsement value Cricketers got total of 90 brands whereas non-cricket athletes got 78 brand endorsements Indian brands looking beyond Indian athletes Kanakia Spaces signed up with Zinedine Zidane MRF, Mont Blanc & Maruti signed AB De Villiers

29 Athletes

Virat Kohli M S Dhoni Sachin Tendulkar Hardik Pandya

Social Conversation 3,141,787 1,678,667 1,688,520 456,736

Search 30,259,675 5,246,525 18,174,250 4,484,225

Facebook 37,200,000 20,600,000 28,900,000 3,300,000

Twitter 22,800,000 6,910,000 23,900,000 1,920,000 Instagram 19,000,000 7,800,000 9,100,000 2,900,000

Ravichandran Srikanth P V Sindhu Ashwin Saina Nehwal Kadambi

Social Conversation 363,537 286,773 206,620 144,773

Search 3,990,450 2,892,075 1,839,650 917,825

Facebook 1,300,000 2,600,000 8,000,000 85,000

Twitter 2,050,000 7,810,000 6,950,000 683,000 Instagram 981,000 1,200,000 962,000 955,000

In terms of sheer volume of social conversations, Virat Kohli, MS Dhoni and Sachin Tendulkar ruled Rohit Sharma Sunil Chhetri the roost. Rohit Sharma, Srikanth Kidambi and Social Sunil Chhetri were the biggest gainers Conversation 79,404 36,933 In terms of monthly search volumes, Rohit Sharma takes the cake with 14.1% growth in search Search 8,181,125 11,020,600 volumes in 2017 closely followed by Srikanth Kidambi at 13.6% owing to their on-ﬁeld Facebook 1,000,000 324,000 performance PV Sindhu, R Ashwin and Sachin Tendulkar have Twitter 1,080,000 1,130,000 been steady across the 12-month window in terms of monthly search volumes. Sachin Instagram 4,900,000 129,000 Tendulkar saw a modest spike in Apr-May-Jun owing to the release of Sachin: A Billion Dreams Source – GroupM Source for TVR and Reach - BARC MS Dhoni and Saina Nehwal have de-grown in TG: 2+, All NCCS, All India terms of monthly search volumes over the 12-month window

30 Sporting Nation In The Making V / How Sports has Evolved in Media

Lakshmi Narasimhan Chief Growth Oﬃcer – GroupM South Asia

Gone are the days when sports fans – from mildly-interested to crazed fans and everybody in between - eagerly awaited the next day’s newspaper to understand how the match was played, who got out when and relive nail-biting finishes. From the first radio broadcast of a sport in 1921 – a boxing match in Pittsburgh, Pennsylvania – to the first TV broadcast in 1936 of the Summer Olympics, sports broadcasting has come a long way. Today watching (or experiencing) sports has evolved into a much more sophisticated behaviour.

In India, Doordarshan held the sole on cricket though other sports like rights to cricket broadcasting in India till Kabaddi, Soccer & Badminton are the late 1990s. It was Jagmohan seeing increasing traction both from Dalmiya and IS Bindra, representing viewers and advertisers. BCCI, who helped open up cricket Television: rights to private channels. And with that, the sports broadcast business in India Sports spends on TV accounted for INR exploded. 3380 cr (12% of overall TV spends) in 2017 and has maintained a steady Today sports advertising across all share over the last 10 years (see media accounts for a cool INR 4065 Chart 1), increasing in years when ICC crore, which is 6.6% of total ad spends World Cup championships were hosted in the country. Bulk of this advertising is in India.

Chart 1: TV: Sports vs. other programs share of AdEx Cricket Other Sports News Serials Flims/related Talent/reality/game Rest

100% 16% 15% 15% 15% 15% 17% 17% 17% 17% 15% 90% 8% 7% 7% 7% 8% 6% 4% 80% 7% 7% 7% 70% 23% 22% 20% 22% 22% 22% 22% 23% 22% 22% 60% 50% 40% 30% 32% 31% 33% 34% 33% 31% 32% 33% 35% 30% 20% 12% 11% 10% 11% 13% 11% 12% 11% 10% 1% 1% 13% 11% 1% 2% 1% 1% 1% 1% 1% 1% 10% 0% 9% 12% 11% 16% 10% 8% 7% 8% 11%

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Source: GroupM estimates; Rest includes comedy, kids, others

31 Sporting Nation In The Making V / How Sports has Evolved in Media

Both the number of sports channels remain the main medium of choice to on TV and the viewership of IPL have watch sports despite digital’s growing grown, indicating that TV continues to popularity (chart 2, table 1).

Chart 2: TV any channel reach vs. IPL reach (million)

Any channel U+R IPL U+R 800 700 716 617 600 590 542 514 500 492 430 456 400 376 394 300 200 100 201 229 269 301 306 329 352 363 361 411 0 Y2008 Y2009 Y2010 Y2011 Y2012 Y2013 Y2014 Y2015 Y2016 Y2017

Source: TV: BARC (20016-17) & BARC re-estimated for TAM period (2008-15); Any channel reach = Average weekly unique viewers of TV. Total individuals reached by TV is 780mn in 2017; TG: Universe 2+/4+; Market: All India

Table 1

Year No. of sports channels on TV 2013 14 2014 14 2015 18 2016 22 2017 29

Source: BARC, TG: universe

Digital: the entry of hotstar in 2015. Viewership of IPL grew from 28 mn viewers in 2014 Digital viewership of live sports events to 100 mn in 2016, a growth of 2.6 has seen a humongous growth after times.

Year IPL viewership (million) Platform 2014 28 Starsports.com 2015 41 hotstar 2016 100 hotstar

Source: industry sources

As per hotstar’s ‘The India Watch sports ad spends has grown from Report 2018’, ODI matches saw a 5X negligible in 2009 to 18% of overall growth in watch time between 2017 & digital spends in 2012 before stabilising 2016 while IPL 2017 witnessed 6.6X at 8-10% over 2016-17 (chart 3). RJio’s growth, Kabaddi 9X growth, opening entry Sep-16 helped increase time days of Indian Super League 3.5X spent on digital as data plans became growth and opening days of Premier cheaper and connectivity speeds League 10X growth. In line with the improved. explosive growth in digital viewership,

32 Sporting Nation In The Making V / How Sports has Evolved in Media

Chart 3: Cricket share of digital video ad spends

% share of Digital video Ad spends

8% 17% 18% 14% 12% 7% 8% 10% 0.2 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Source: GroupM estimates; cricket spends are a function of number of India cricket days and the composition of formats (Test, ODI T20). Digital video ad spends include cricket & non-cricket video ads (excludes search & display).

Regional rising: 2017 were Mizoram, Assam, Kerala, Meghalaya & Tripura – none of which An emerging trend in sports is that it is contain a top metro. Similarly, Kabaddi no longer a metro phenomenon: be it garnered higher TV viewership in AP, viewership or players or the sport itself, Karnataka, Maharashtra & MP-CG in regional ﬂavours are emerging strong, 2017 (see table) while non-metros’ broadening the base for all share of watch time (on digital) grew stakeholders. For instance, states that from 10% in 2016 to 40% in 2017. watched football the most (on digital) in

% TVR

Market IPL 2017 PKL 2017 ISL 17-18 India 2.72 1.49 0.36 AP / Telangana 2.74 3.42 0.01 Assam / North East / Sikkim 2.37 0.24 1.34 Bihar/Jharkhand 1.82 0.46 0.05 Delhi 3.38 0.50 0.06 Guj / D&D / DNH 3.66 0.78 0.06 Karnataka 3.10 3.03 0.11 Kerala 2.31 0.66 4.20 Mah / Goa 4.74 2.38 0.05 MP/Chhattisgarh 2.35 2.29 0.02 Odisha 2.47 0.43 0.11 Pun / Har / Cha / HP / J&K 2.04 1.37 0.02 Rajasthan 2.25 1.55 0.02 TN/Pondicherry 1.56 0.61 0.17 UP/Uttarakhand 1.63 0.65 0.01 West Bengal 3.23 0.30 1.66

Source: BARC, TG: universe

Sports is still cricket but others are unique viewers in rural India vs. IPL getting a foot in the door reach of 193 mn in rural in the same year. Other sports may emerge that Sports viewership (TV) is increasing in capture the imagination of ardent rural areas, with kabaddi & soccer sports fans. more popular. PKL 17 reached 195 mn

33 Sporting Nation In The Making V / How Sports has Evolved in Media

Reach in mn

League All India Urban Rural IPL 2017 411 218 193 PKL 2017 313 118 195 ISL 17-18 (51 matches) 140 65 75

Source: BARC, TG: universe

Ad spends on sports other than cricket images. It was developed by Dr. Paul have been growing well thanks to rising Hawkins from the UK. It involves 6-7 awareness of other sports, international powerful cameras placed under the tournaments like the Olympics and stadium roof tracking the ball from BWF events and some good marketing different angles; the video from all by broadcasters. While badminton has cameras is then triangulated and seen TV ad spends grow 6x between combined to create a 3D 2013-2017, soccer TV ad spends have representation of the ball’s trajectory. peaked during FIFA WC years (2010, It is reportedly accurate to within 2014) by multiples of 5-10x. The 5mm (0.19-inch) and is trusted as an competition between different sports impartial second opinion in cricket. It for eyeballs and ad monies will only up was first implemented in 2001 for the quality of the game, leaving the making television broadcast more viewer spoilt for choice while interactive. uncovering new (or niche) audience • SpiderCam: It provides a completely segments. new view of action on the pitch. The camera operates on a Kevlar cable Technology in sports: attached to four motorized winches positioned at each corner of the Technology has been an integral part of stadium. Using a gyro-stabilized sports probably right from the time carrier, a person can move the sport was invented! That said, here’s a remote head with the camera inside brief roundup of technology currently in into any position. The camera lens use that has allowed viewers to see can pan, tilt, zoom or focus as -literally - finer aspects of the game: needed, providing a comprehensive • Snickometer/Snicko: It is particularly view of the game. useful when cricket stadia are noisy • Super Slo-Mo: uses slow motion (they usually are) and hearing the bat technology to show replays – used to hit the ball is near impossible. A analyze run outs or stumpings and sensitive microphone is placed on a has been in use since 2005. Super stump at both ends of the pitch and is slow-motion cameras are situated connected to an oscilloscope that around the stadium record images at measures sound waves. The sound 500 frames per second (fps) wave in conjunction with a camera compared to normal cameras that can help the viewer gauge whether record images at 24 fps. the ball nudged passed the bat or pads. It was invented by British Tech in IPL: The 2010 IPL used tech computer scientist Allan Plaskett & innovatively: apart from it being the first introduced in cricket in mid-90s. time that IPL was broadcasted live on Frequently used by 3rd umpires to YouTube, it had a FunFeed channel and decide on difficult-to-judge catch offered scorecards on mobile phones: appeals. • Hawk Eye: widely used across cricket, • The FunFeed channel: it ran alongside tennis and soccer to visually track the the live match stream on YouTube as ball and display a record of its a screen-in-screen. It packaged fun statistical path, through movie elements relating to IPL, both on and

34 Sporting Nation In The Making V / How Sports has Evolved in Media

oﬀ the ground, and tried to bring the deliver it to a mobile internet platform tournament closer to fans by giving within 45 seconds of the live match, them exclusive access to players & thus allowing a fan to literally follow celebrities. the match ball-by-ball on his mobile. • Video clips/scorecard on mobile: By the end of the tournament, over technology was used to edit 25,000 hours of IPL video had been incoming live feed ball-by-ball and downloadeo mobile devices.

Live Data stream/ mining tracking

Social VR Connected media stadium

And what of the future? Well, • Content distribution from sports technology that allows a more intimate bodies & individuals on the rise: experience for the viewer is just Uninterrupted, The Player’s Tribune around the corner or already being & Unscriptd are examples of used: athlete-owned online platforms where fans can access content DATA MINING: driven by their heroes

• Optical tracking and wearables are LIVE-STREAM/TRACKING: giving fans an insight into athlete performance, for example, the • Tour de France 2015 saw riders’ distance run by players and peak bicycles ﬁtted with a tracking device speed. (using RFID) to provide accurate • The NBA has been using SportsVU location data and estimated time tracking since 2013 which collects gap between riders, via a dedicated real time data such as ball mobile app. Fans could track riders possession, player positions. by nationality, team, top 5 in each category or simply their favourite SOCIAL MEDIA: riders

• Twitter & Facebook abound with live stats, analysis & reactions on game/match days

35 Sporting Nation In The Making V / How Sports has Evolved in Media

Connected Stadium: experience the ‘live’ atmosphere of a match in the comfort of their own • Seamless in-stadium experience: home NFL has perfected the ‘connected • VR was used during the 2016 stadium’ where 700-plus wireless Olympics & in the 2017 NBA; Fox access points are provided for fans Sports signed a 5-year deal with VR to scan tickets, locate their seats, company NextVR in 2017 to produce access social media, complete and broadcast live sports; closer food-and-drink orders & engage home, Star India plans to bring VR to with adverts IPL fans in 2018 • With rising interest in fantasy sports Virtual Reality/AR: (football, cricket), participation in virtual sports is likely to become • Broadcasters & teams are using VR more immersive and bring in more to provide fans with immersive fans experiences so that the latter can

36 Sporting Nation In The Making V / IPL Drives Media Spends on TV, Digital to New Highs

IF 2016 HAD A ‘Cricketwala’ skew when it came to Media Spends, it was even more pronounced in 2017. And while on the subject of skews, what is also clear is that a forward looking assessment made in the India Sports Sponsorship Report 2017 - that in the near future, Digital will overtake Print vis-à-vis Media Spending on Sports, both percentagewise as well as in absolute terms, is on track to come to pass in 2018.

But that is for next year's Report. In the highest ever in IPL's history. At the end here and now as it were, while Media of IPL 10, SPN mopped up INR 1204 Spending in Sport as a whole grew Crore ($182.42 million) NET, compared 15.8%, from INR 3511 crore ($516 million) to INR 1020 crore ($154.55 million) in to INR 4065 crore ($616 million), it was 2016, an 18% jump that is all the more driven even more strongly in 2017 by remarkable when viewed in the context Television On Air, which grew an of how the post-demonetisation drag incredible 42.7%, from INR 2367 crore on income was still being felt across the ($348 million) to INR 3379 crore ($512 media sector. million) . The drag was evident in stark relief on As already noted, on TV, Sports Adex is Print adex, which overall saw a slowing largely driven by Cricket, with other growth in 2017 and this impacted sports sports contributing a minor share. adex to an even greater degree. Print Within cricket, factored in were aspects contracted by 59.2%, down from INR such as number of days/match days, 874 crore ($128 million) to INR 356 crore number of matches, number of Tests vs. ($54 million). It is worth noting that Print T20s vs. ODIs, ad secondage, ad rate adex had managed a 4% upside in 2016. and number of advertisers. While no. of Of course, the situation also has much match days remained the same more or to do with more advertisers on sports less between 2016 & 17, the number of turning to digital, so Print was seeing a advertisers on cricket has increased. steady decline in any case, but it is fair This is true for Other Sports as well. The to say that no one would have other reason for Sports Adex predicted such a steep fall at the increasing is the annual increase in ad beginning of 2017. rates, especially on IPL. What Print's plummet has hastened of In what has turned out to be Sony course is a faster reduction of the lead Pictures Networks' tenth and final year it had on Digital than might have as the India broadcaster for BCCI's happened organically. The difference Golden Goose, the network signed off between Print and Digital was down to on a high note. While viewership was just INR 26 crore ($3.94 million) by up 13.85%, from 361 million in 2016, to end-2017 from INR 604 crore ($88 411 million, ad sales revenues hit the million) the previous year.

37 Sporting Nation In The Making V / IPL Drives Media Spends on TV, Digital to New Highs

Looked at from a standalone spends growth has largely been on the ($20.61 million). For context however, it perspective, however, the growth in back of Cricket, with other sports needs noting that Star paid INR 302 Digital offers a reality check that while contributing to a far smaller share. crore ($45.76 million) to the BCCI over Digital consumption is and will continue Within Cricket, it is IPL of course which the three years it held those rights. going up massively, Adex increases (as is the key driver. On a concluding note, if too paid subscription numbers), will IPL Digital rights holder Hotstar has not 2017-beginning saw the closing of the follow with a significant lag in absolute just built revenues on the back of IPL, sale off Zee Group's TEN Sports terms. Why? Because, as Star India MD but driven content consumption as Network to SPN for $385 million and Sanjay Gupta told SportzPower in a well. As Gupta points out: "The biggest the exit of the Subhash recent interaction: “We are dealing with driver for Hotstar was the ICC World Chandra-controlled network from the very deep-rooted beliefs around ‘why Cup in 2015. The number of downloads sports broadcast arena for at least four should I pay any money’?” we got during that singular tournament years, it also came with the Gupta further elaborates: “The mindset was one of the most dramatic growths. announcement on 06 February 2017 of to pay has to come in. That’s a journey the launch of the Discovery "Sports definitely has played a very we are on. We will start using IPL to Communications branded DSport. important role in Hotstar’s growth. First start moving people to subscription. with the World Cup, and then IPL. The arrival of a new player in the space But it’s not a switch on and switch off Cricket has played a very important role a little short of five years after SPN idea. It’s at least a five-year agenda. We in a lot of people becoming aware, (then Multi Screen Media), launched are going in with our eyes open. talking about it, and telling their friends." Sony SIX does not change the ground Primarily, in the first year or two, the reality (or should one say On-Air reality) value will come through advertising And Hotstar's ad sales growth numbers that India is a duopoly between Star money. From the third year onwards on the back of IPL are nothing less than and Sony as far as the sports broadcast we should be able to start generating spectacular. Sample this: In 2015, the stakes are concerned. This is because reasonable subscription revenues, to first year, that Hotstar leveraged IPL on DSport, like the Harish Thawani keep switching the business model on its platform, it mopped up net revenues controlled Neo Sports Broadcast, Hotstar (Star India's OTT platform).” of INR 22.25 crore ($3.37 million). In remain niche propositions in terms of 2016, that figure had telescoped Still, it is no small feat that Digital grew both sports rights properties in their 126.67% up to INR 51 crore ($7.73 by 22.2%, up from INR 270 crore ($40 respective portfolios as well as million); and closed 2017 up an even million) to INR 330 crore ($50 million). presence. more massive 166.67% at INR 136 crore And as was the case with TV, ad

38 ASporting Nation In The Making V / IPL Drives Media Spends on TV, Digital to New Highs MEDIA SPENDS

TV 2367 348 3379 512 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN) PRINT 874 128 356 54 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN) DIGITAL 270 40 330 50 2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN) TOTAL 3511 516 4065 616

Source – GroupM CTG 2016 Conversion Rate 1$ = INR 68 2017 Conversion Rate 1$ = INR 66

 Media Spends grew by 15.8%  On TV, sports adex is largely on cricket with other sports contributing a minor share. The other reason for sports adex increasing is the annual increase in ad rates especially on IPL.  Print adex, overall, saw a slowing growth in 2017 and this impacted sports adex as well. With more advertisers on sports turning to digital, print has seen a steady decline.  On digital, spends growth has largely been on the back of cricket with other sports contributing to a smaller share.

39 Sporting Nation In The Making V / Await The Cricket Storm

If 2017 was a BIG year for Sports Sponsorship, coming as it did on the back of the best ever On Air revenues delivered by the Indian Premier League, and solid upsides from all the segments (the blip on Endorsements notwithstanding) that this report tracks, 2018 promises far BIGGER things. Of that we can be certain.

The only question is just how much Just these two IPL deals alone would bigger. A 20%+ upside over the INR reportedly pump up monies going into 7,300 crore ($1.106 billion) that 2017 the central revenue pool to around INR delivered, at INR 8,760 crore+ ($1.327 3,700 crore ($560.60 million) per billion+), is very much on the cards. season. This is without accounting for any other IPL sponsorship deals the There are two principal drivers that will BCCI has struck, which would further propel revenues in 2018 and both link bump up monies going into the central back to mega deals involving the IPL pool, and by extension the amount that that were struck in 2017. will go to each team as franchise fees. First was the monster deal that Chinese Outside of the IPL, the next big “money smartphone major Vivo struck in June mopper” for the BCCI could well be 2017 to retain title sponsorship rights of around the bidding for the broadcast the IPL for the next five years and digital media rights of all (beginning 2018). Vivo’s mind-boggling international and domestic cricket INR 2,199 crore ($333.18 million) bid matches to be played in India till March translates into a INR 440 crore ($66.67 2023. The rights are being awarded for million) payout a year to the BCCI that a five-year period starting from 1 April kicks in from the 2018 edition. The fact 2018. that Vivo chose to bid at a 450% mark-up in incremental value to the INR Currently, Star India has the India 196 crore ($29.7 million) it had paid over Cricket media rights, for which it agreed the two previous years it held the rights to pay INR 3,851 crore in 2012, or INR suggests that it got full value from its 43 crore per international game Kohli’s investment. Whether that will still obtain Boys in Blue play. over the coming five years remains a The rights will be awarded through an moot point though. online auction. Interested parties can The second of course was in bid for three packages—global September when Star India beat all television rights plus rest of the world comers with a consolidated bid for IPL’s digital rights, digital rights for the Indian worldwide television and digital rights subcontinent and a global consolidated of INR 16,347.5 crore ($ 2.48 billion) for rights bid. the IPL for a five-year period from 2018 BCCI will start the online auction on 27 to 2022. Broken down, it means that March at 2pm, with the winning bids to there will be a 367% increase in the be declared on the same day. monies that go to the BCCI per year over what previous broadcast rights So will it be incumbent Star or will Sony, holder Sony Pictures Television having had to watch as its rival from the st Networks India paid in the final year of 21 Century Fox stable swiped the IPL its ten-year lien on IPL rights. rights from under its feet as it were, hit

40 Sporting Nation In The Making V / Await The Cricket Storm

back strong? Without entering into Of the two team sports that have huge speculation, our opinion is that even if potential but have been hobbled by the BCCI gets parity in price to what internecine feuding within the Star is paying now, the winner would at respective federations – Basketball best have a loss leader in its portfolio. and Volleyball – the hoops game is still tied up in legal wrangling Moving away from Cricket, the really but there could big deal precursor to 2018 was around well be the iconic Mumbai Marathon. light Organisers Procam International announced last August that the at the country’s biggest timed distance run end of the was changing its lead partner Standard tunnel for Volleyball. Chartered after 14 years on the trot. From 2018, the Mumbai Marathon is The Volleyball Federation of India, jointly sponsored by the Tata Group fronted by VFI secretary general and Tata Consultancy Services for a Ramavatar Singh Jakhar, announced period of 10 years. plans in February to launch a professional league by mid-year and The Title Sponsorship that Tata Sons the signing of a 10-year commercial secured for the Mumbai Marathon was, partnership with Baseline Ventures “to at INR 30 crore, a 50% higher promote Indian volleyball”. incremental value than what Standard Chartered paid in 2017, its final year as A franchise-based professional Indian lead partner. Volleyball League is the first project on the anvil. All good except that an On the Soccer pitch, the industry identical announcement had been expects some definitive clarity around made in February 2016 and nothing the structure of club Football in India. came of it. So till said league sees the And while there can be no cogent light of day, “wait and watch” is likely argument against the Indian Super the best option as this report goes into league being the top tier league in the print. country, the I-League has certainly As for Basketball, the internal feuding made a case for itself to be seen in its may be over, but a dispute between the own right as a property worth nurturing Basketball Federation of India and IMG and growing. Reliance, into Year 8 of a 30-year As for Kolkata giants Mohun Bagan and agreement it had signed with the BFI in East Bengal and their contention that July 2010 granting it all commercial they should get a special pass into the rights to the Hoops Game in India, is still ISL keeping in mind their history, their holding back the launch a performances on the pitch have not franchise-based league. helped their case. For two years Conversations SportzPower has had running it has been clubs with none of with industry stakeholders indicate that the pedigree of either of the two even if IMG-R and BFI can come to the institutions that have won the I-League table and resolve their differences, the - Aizawl FC from Mizoram last year and earliest a big ticket basketball league league debutants Minerva Punjab FC will make its appearance in India is this season. 2019. Also, the fact that for two years in a row While on the subject of leagues, two the I-League went down to the wire that have dropped out of the reckoning before a winner was declared has in 2018 are the Hockey India League been a great advertisement for the and the NEXA P1 Powerboat, Indian tournament. Something the mandarins Grand Prix of the Seas. at Football Sports Development Ltd, commercial partners of the AIFF, will The powerboat series, which had have to figure out how best to Procam International, torchbearers leverage. of the distance running revolution in the

41 Sporting Nation In The Making V / Await The Cricket Storm

country, partnering leading maritime Kong Open, an Asian Tour event While overly hasty remarks are already motor sports brand P1 Global will not be co-sanctioned with the European Tour. being made that he could be to Indian returning for a second season Two weeks later he came to more Golf what Sachin Tendulkar was to following a falling out between Procam notice in the Joburg Open where he Cricket, it is still worth noting that the and P1 Global. finished with a three-stroke win. The young talent was marked for big things event was part of the Open Qualifying by Golfing great Ernie Els 10 years ago. As for HIL, Hockey India (HI) asserts Series and the win gave him an entry to that the league will return in 2019 In conclusion, 2018 will be great for the 2018 Open Championship, his first following a break that was forced by a Sport. Carrying forward the momentum Major championship. The win also clash of dates with the 2018 Indoor from 2017, and with the economy also earned him full membership of the World Cup, which ran from February looking up, set to grow at 7.3% in European Tour. 7-11 in Berlin. 2018-19, Sports is looking at an even A final round 62 to win the Maybank bigger year. That being said, speculation on the Championship in February, an event future of the league has been floating The portents from events across co-sanctioned by the Asian Tour and for a while now, linked to various multiple touch points in Sport indicate the European Tour, lifted him into the reasons, including franchise disinterest that Cricket will be massive while Other world top-100 for the first time. He also and financial viability. Sports will also generate healthy ad took an early lead in the European spends. From the team front to the individual Tour's Race to Dubai, earning a place in stars. It is all about Virat Kohli, with no the 2018 WGC-Mexico Championship. On the Ground, even as the industry other names in the frame that can expects some definitive clarity around At the WGC-Mexico Championship “move the needle” in any meaningful the structure of club Football in India, Sharma held the lead after the second way. among the new leagues on the and third rounds. However, he faltered horizon, Volleyball holds out much One name that has been making with a final-round 74 and finished the hope. headlines, though too soon to say if it tournament in a tie for ninth place. It will translate into endorsements, is was his first start in a PGA Tour event In the Media firmament, while new 21-year-old rising Golf star Shubhankar and his performance not only got the revenue benchmarks are expected Sharma. Golfing world to sit up and take notice from Television, it will be traction in the Digital arena that will provide real Though he turned pro in 2013, it is only that here possibly was the real deal, but pointers to where the industry is going since November 2017 that the young also got him an invite to play at the US over the next few years. tyro really hit his straps. That month he Masters despite his not being in the had a top-10 finish in the UBS Hong world top-50. Let the Games Continue!

42 Sporting Nation In The Making V / Await The Cricket Storm

SUMMARY

Year 2008 in 2009 in 2010 in 2011 in 2012 in 2013 in 2014 in 2015 in 2016 in 2017 in INR Cr INR Cr INR Cr INR Cr INR Cr INR Cr INR Cr INR Cr INR Cr INR Cr

Overall 2423 2726 4037 5314 4405 4381 4617 5363 6400 7300 % Growth 13% 48% 32% -17% -1% 9% 16% 19% 14%

On Ground 426 420 1043 705 712 759 795 1030 1166 1337 % Growth -2% 150% -30% 1% 6% 5% 30% 13% 15%

Team 437 445 456 724 669 465 494 558 700 819 % Growth 2% 3% 60% -8% -30% 6% 13% 25% 17%

Franchise 284 284 284 618 481 527 482 541 548 684 0% 0% 117% -22% 10% -8% 12% 1% 25%

Athlete 126 127 254 267 293 382 328 416 476 395 % Growth 1% 100% 5% 10% 30% -14% 27% 14% -17%

Media Spends 1150 1450 2000 3000 2250 2250 2518 2817 3511 4065 % Growth 26% 38% 50% -25% 0% 12% 12% 25% 16%

Year 2008 in 2009 in 2010 in 2011 in 2012 in 2013 in 2014in 2015 in 2016 in 2017 in $ Mil $ Mil $ Mil $ Mil $ Mil $ Mil $ Mil $ Mil $ Mil $ Mil

INR - USD Conversion 43 48 46 47 53 59 61 65 68 66 Rate

Overall 564 568 878 1131 831 743 757 825 941 1106

On Ground 99 88 227 150 134 128 130 159 171 203

Team 102 93 99 154 126 79 81 86 103 124

Franchise 66 59 62 131 91 89 79 83 81 104

Athlete 29 26 55 57 55 65 54 64 70 60

Media Spends 267 302 435 638 425 381 413 433 516 616

43 Sporting Nation In The Making V / The Last Word

According to the Cambridge Dictionary, Sports is defined as “a game, competition or activity needing physical effort and skill that is played or done according to rules for enjoyment and/or job”. In reality it is a lot more, spanning entertainment, businesses commanding big dollars, sports channels with 24 Gaurav Vazirani hours’ content, second and third screens etc.! Sr. Business Director, ESP Properties

Indian sports industry is at an exciting On the other hand, access to data and juncture. We have well-established insights is delivering greater value, domestic leagues with budding talent engagement, and credibility to brands. across various sports, representing the Additionally, the limitless opportunity to country at a global level. Over the show sports content on a variety of years, we have moved away from the platforms provides first-hand tag of being a cricket-only nation to a experience to the fans. There is a lot multi-sports nation highlighting the fan more accessibility, customization, and affinity and preferences for other flexibility, and that in turn has changed sports. The diversity of our country can the rights holder’s potential array of be seen by the way fans are consuming sellable rights. Right holders and various sports leagues across organizers are finding it increasingly television, OTT, and other screens. important to build a personal 2017 was a milestone year on the relationship with fans to provide them Sports Sponsorship front as the customized offerings. $1-billion mark was crossed for the first With the surge in sports channels, time. “Sporting Nation in the Making” is offerings have become much more our endeavor to showcase how the targeted. The business model is no industry is dashing forward and longer about reach; rather the embracing the change. economics is becoming more focused Indian Sport is on the cusp of a on delivering a specific audience for technological transformation. There brands. has never been a better time to be a We hope the report was meaningful sports fan. Technology is bridging the and you enjoyed reading it as much as gap between physical and virtual live we have putting it together! sports viewing experience for fans, and stakeholders are willing to invest to Game On!! make this happen now.

44 Sporting Nation In The Making V / Group M

GroupM is the leading global media investment management company for WPP’s media agencies including Mindshare, MediaCom, Wavemaker, Essence, m/SIX and Motivator in India, and the outcomes-driven programmatic audience company, Xaxis. Responsible for more than US $108B in annual media investment by some of the world’s largest advertisers, GroupM agencies deliver an advantage to clients with unrivaled insights into media marketplaces and consumer audiences. GroupM enables its agencies and clients with trading expertise, data, technology and an array of specialty services including addressable TV, content and sports. GroupM works closely with WPP’s data investment management group, Kantar, and together they account for almost 50% of WPP’s group revenues of more than US $19B. GroupM delivers unrivaled marketplace advantage to its clients, stakeholders and people.

Discover more about GroupM at www.groupm.com. Follow @GroupMIndia on Twitter Follow GroupM on LinkedIn - https://www.linkedin.com/company/groupm

45 Sporting Nation In The Making V / About ESP Properties

About ESP Properties ESP Properties is a new type of sports and entertainment marketing agency, dedicated to helping rightsholders take advantage of digital and data driven changes in the media landscape. It is part of WPP’s GroupM. ESP Properties is dedicated to helping properties better understand their audiences, develop more relevant ways to engage with them, and provide potential brand partners more valuable ways to connect with their communities of fans.

Business Contact

Vinit Karnik Subhamoy Das Gaurav Vazirani +91 9821 185060 +91 9820 546210 +91 9818 701397 [email protected] [email protected] [email protected]

About SportzPower

SportzPower is the media brand from Sportz Network Pvt Ltd, an independently-owned company operating in the significant areas of media, marketing, and events in India's fast developing sports industry. SportzPower has established itself as a credible source for current and comprehensive information, knowledge and insight to a targeted audience involved in the business and management of sports. SportzPower's online and offline properties are designed with an aim to benefit professionals from all sports industry stakeholders in the Indian and international markets, through direct or indirect participation.

CO-FOUNDERS

Thomas Abraham C.P. Thomas Pooja Chaudhri +91 9821 213266 +91 9820 268020 +91 9820 515445 [email protected] [email protected] [email protected]

46 March 2018