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ISSUE SPORTS THE ECONOMIC TIMES AUGUST 23-29, 2017 THE “Don’t give me a male cricketer’s share, give me what I deserve” Brand Equity chats ment, and a commendable game in the script. If the script talks about protec- finals (where India lost by a mere nine tion against sunburn and stuff, I will with ace-cricketer runs); all helped Raj put Indian Women’s approve of it because I’ve gone through cricket on the map. Little wonder that those as a sportsperson. But if the Mithali Raj - the brands across categories have ap- script is projecting the idea of “fair- proached her sports marketing agency ness” then I would be hesitant to do it.” newest sports Medallin for endorsement deals. celeb on the brand Pay For Performance Brand Match-making As in many other spheres, wom- endorsement block. Unlike rookie sports stars - who en endorsers apparently get INSIDEBE have to be taken through paid less than their male By Shephali Bhatt the ropes of branding, Raj counterparts. Raj seems pretty clear on believes: “If I do well, DEALING WITH THE 4-year-old Mithali Dorai which brands she would if I’m able to generate ‘KAL AAJ AUR KAL’ OF Raj, the captain of the like to endorse. “Any revenue, I deserve to SPORTSTARS Indian Women’s cricket brand I promote has to be paid well.” But she team, is the top-scorer align with my person- doesn’t want to take it (with over 6000 runs) in ality,” she tells us. And from a male cricketer’s 3One Day International what will be the tone of share - because how women’s cricket. voice of Brand Mithali? will that be a just fight Among her other laurels that can be “It will be a voice that “I DON’T GENER- for equal pay then? 7 REASONS easily Googled, you find she is also inspires young people in ALLY GO BY THE “It’s a fact that men’s WHY ‘CHAK DE’ STILL the only captain (man or woman) to the right way.” CLAIMS ADVER- cricket sells more. It is ROCKS have led our country to an ICC World What distinguishes Raj up to the Board to mar- On XX 2 Cup Final ‘twice’ (in 2005 and 2017). from a freshly minted TISEMENTS MAKE ket women’s cricket so Despite a stellar career over the last endorser making boiler- they get on par with LIFE AFTER THE END: NO SUCH THING AS 17 years, a vast majority of our men’s- plate statements is her WHEN I AM PICK- men,” she says. CAN MARKETING HELP? TOO MANY LEAGUES cricket-obsessed-janta took note of deeper level of clarity: “I Relative ING A BRAND FOR newcomer JSW her only two months ago: when she don’t generally go by the Social Media = Work Sports has a slammed a scribe’s “Who’s your fa- claims advertisements MYSELF” While she expects the presence in vourite ‘male’ cricketer?” question at make when I am picking a MITHALI RAJ, Captain, Board of Control for kabaddi, hockey Indian Women’s Cricket Team and football a media round table, by following it up brand for myself. I try dif- Cricket in India (BCCI) with: “Do you ask a male cricketer who ferent things to see what works best for to do its job in charting out a long-term On XX 3 their favourite female cricketer is?” me. Similarly, if I’m endorsing a brand, plan, she’s doing her bit to make sure Social media went ballistic applaud- my first question wil l be ‘Does it work for people stay vested in women’s cricket. ing her response. And in no time, we me?’ I should be sure of that before I can That’s pretty much the only reason BY INVITATION MY FAV SPORTS AD realised how this Jodhpur-born and vouch for the brand.” she posts on social media. “I was never FROM BRAND ENDORSER There’s TO BRAND INVESTOR Hyderabad-based athlete, that sections active on these platforms in the past. a lot of GroupM’s Nike – of the media were quick to label as a All’s Fair? Friends and teammates forced me to obviously “rising star”, has been shining on the If that’s the only criteria, what about sign up. And with the World Cup, there Vinit Karnik on sport – and also a few field ever since she was a 10 year old. fairness creams, we ask? She laughs was little time for it anyway.” celebrities On 4 surprises. Media-led exposure, a splendid tourna- at first, then replies: “It depends on the >Continued on Page 4 XX cades, was a one sport country. The suc- SIDETAKE cess of the Indian Premier League (IPL) paved way for mushrooming of over a No Chicken On Sundays At This Stadium dozen leagues, only a few managed to Classico, Anybody? catch the viewers’ attention. And foot- ball, or the ISL, is a distant third – after ISL IPL and the Pro Kabaddi League. Can the ISL match up to the “ISL has taken a significant step in European leagues? More BY GAURAV LAGHATE Indian football,” says Vinit Karnik, MUMBAI business head of media agency importantly, should it? GroupM’s entertainment and sports On December 18 last year, when the division, ESP Global. According to players of Atletico de Kolkata (ATK) Karnik, post ISL’s launch the world and Kerala Blasters Football Club ranking of Team India for the first time were tackling each other at the final of in 21 years is in Top 100 while entry of the Indian Super League corporate houses like (ISL), the venue, Kochi’s Tata and JSW have Jawaharlal Nehru sta- THE SUCCESS OF A added to the illustrious dium, was packed to the list of team owners. rafters. LEAGUE DEPENDS “But the job is only Significantly half done,” he admits. enough, the 60,000 ON TRACTION OF “Indian football has Mercedes-Benz Stadium, a franchise operating around strong stadium had very tough competi- the new home of the Atlanta an NFL schedule. THE SPORT, QUAL- Falcons, has a ton of new fea- been that way two tion from the more ESPN’s Darren Rovell was hours before the match popular European tures for sports fans to enjoy, first to report that the new ITY OF PLAYERS, including an amazing circular stadium would feature a began. As Sanjay leagues. While it’s a Jumbotron the likes of which Chick-fil-A, but was quick to Gupta, managing direc- AND TOP GLOBAL long term play, going NFL viewers have never seen. note that Zaxby’s would be tor of Star India – part forward, ISL will have But included in all of the perks the “official chicken of the TALENT of the new stadium is one Falcons” and that Chick-fil-A owner of ISL – said at a re- to develop a sustain- addition that seems glaringly had no plans to change its cent event, “At one point able fan base on the unfit: a Chick-fil-A. At first it tradition. Chick-fil-A keeps its in the match, when a local boy scored a back of local heroes, attract world class seems like a likely pairing - locations closed on Sundays goal, there was so much excitement the talent and launch a robust grassroots Chick-fil-A is based in Atlanta for both religious reasons and and there’s no doubt that any employee welfare; even loca- entire stadium started shaking!” training programme.” stadium in the country could tions in airports, shopping This hardly warrants mention as even The success of any league is depen- benefit from selling their malls, and other high traffic delicious sandwiches, shakes, a footnote considering the storied his- dent on traction of the sport, quality of areas abide by the rule. This tory of football, by far the world’s most players, top global talent, and the na- and waffle fries. But as any year, the Falcons play just person who had a craving for one home game outside of watched sport. A history that includes tion’s standing in the sport. In case of chicken on the wrong day can a Sunday - a Thursday Night fans passionate enough about the sport cricket and kabaddi, India ticks all the tell you, Chick-fil-A is closed Football matchup against the to bring ‘football hooligan’ into the check-boxes, but when it comes to foot- on Sundays. Which presents New Orleans Saints. a pretty obvious problem for popular lexicon. But it was a high point ball, a lot remains to be done. Source: Business Insider when it comes to India, which, for de- >Continued on Page 4 Long dismissed as a ‘dehati’ sport, kabaddi is How Kabaddi Got A Grip On India drawing in eyeballs and big bucks. Here’s why di. Says Anupam Goswami, league com- Shubhranshu Singh, head - marketing, Telangana, Yash for Karnataka, and BY RAVI BALAKRISHNAN | MUMBAI missioner – Pro Kabbadi League “Given Star Sports, recalls, “At the time, the Ankush Chaudhari for Maharashtra. our cultural diversity and sensibility, question was ‘Who are we speaking to? But as other leagues have proven, while “It was obviously not something that there was clearly room for an indigenous The urban affluent or traditional follow- viewers might tune in for a famous face, looked like it would be as popular as it has sport. We wanted to grow one and make it ers of the sport in rural or semi urban?’” they need a lot more to stay invested. become. As a game it didn’t have glamour: not just comparable to others, but to turn The team finally decided to pitch it to the Each year, campaigns for PKL have it was familiar but not particularly desir- it into a world class model sport.” former, betting on the trend percolating pushed the ‘desi cool’ vibe of the able,” says Santosh Desai, MD and CEO, And kabaddi appears en route to meet- across the country.

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