Professional Documents
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Sporting
Nation
in the
Making
Growth & Potential of
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FOREWORD
Thomas Abraham
Co-Founder, SportzPower
thomas@sportzpower.com
Vinit Karnik
Business Head GroupM ESP
vinit.karnik@groupmesp.com
4696
4109
3924
3753
2442
2139
2008
2009
2010
2011
2012
2013
CONTENTS
The Big Picture
. . . . . . . . . 06
. . . . . . . . . 08
. . . . . . . . . 10
. . . . . . . . . 12
. . . . . . . . . 14
. . . . . . . . . 15
. . . . . . . . . 16
Buck Stops At TV
. . . . . . . . . 18
. . . . . . . . . 22
. . . . . . . . . 24
. . . . . . . . . 26
. . . . . . . . . 28
. . . . . . . . . 30
. . . . . . . . . 31
. . . . . . . . . 32
. . . . . . . . . 34
06
3500
3000
3000
2500
On Ground
2250
2000
2000
2250
Team
Sponsorship
Athlete
1500
Media Spends
1450
1150
1043
1000
705 724
500
426 437
126
420 445
756
712 669
456
254
267
293
2010
2011
2012
721
382
127
0
2008
2009
2013
07
Close on their heels are Golf, Motorsports,
Tennis, Hockey, Badminton, Contact Sports
08
VIEW FROM
THE GROUND
09
600
522
508
500
489
Cricket
466
444
Football
400
Marathons
300
Golf
299
293
Others
200
164
153
137
100
68.9
62.8
8.5
28.5 32.7
29.3
13.9
9.1
11.7
36.5
29.1
14.9
37
27.1
39 37.5
16.4
42
14.2
28
0
2008
2009
2010
2011
2012
2013
So too Motorsport. Even bigger speed Increase in Football in 2011 due to Argentina Vs
breakers lie ahead for this elite sport. The biggest Venezuela friendly & in 2012 because of Audi Summit
impact from a non-cricketing perspective in the Increase in other sports in 2010 due to
sporting arena HAD been provided by the arrival of Commonwealth Games & Formula 1 in 2011, 2012 &
2013
Formula One in India.
10
Homi Battiwalla
EVP, Pepsico India
11
campaigns such as Yehi Hai Right Choice Baby,
Nothing Official About it, Yeh Dil Mange More,
Change the Game all have a strong recall in the
mind of the consumers.
What methodologies are utilized to measure
the exposure for the brand and success of the
sponsorship to justify the ROI?
To measure the success of any campaign, tangible
as well as intangible tools are available to
marketers. We continuously evaluate our
campaigns through a combination of each of these
tools. We have in place regular tracking tools
which are run by renowned research agencies like
Nielsen/IMRB that help us quantify the impact of
sponsorship on Brand Salience, Equity and share
movements by triangulating media inputs.
Separately we also use statistical modeling to
triangulate Spends vs Impact to assess ROI.
Pepsi taking the IPL title rights has been a
huge brand lift for the IPL. But it also surprised
market watchers in that there was a thought
doing the rounds that it would be a brand
needing to build a national brand recall as well
as presence that was likely to bid for the rights.
Pepsi as well as the second-highest bidder
Airtel already has/had that. So what were the
key reasons in making an investment
commitment that was twice the existing deal
value?
We are delighted that we have succeeded in
rebranding the tournament as Pepsi-IPL, thus
cementing a five-year partnership between two
brands which enjoy an iconic status not only in
India but globally. With our continuing
sponsorship of the ICC World Cup, we are now the
12
FOOTBALL A MICROCOSM OF
THE SHORT
NON-CRICKET TAIL
13
big and small look to leverage the potential that
football offers.
The biggest deal of course being the agreement
the AIFF signed in late 2010 with IMG Reliance
(IMG-R), an equal joint venture between the world's
biggest sports management company and India's
richest corporate.
The agreement, valued at Rs 7 billion ($140
million) over 15 years, gave IMG-R all commercial
rights to the professional game in India.
With plans for the Indian Super League (ISL), a
early 2012.
The still-born PLS offers a good case study of
not just the potential this market offers but also its
pitfalls. A league featuring semi-retired stars like
Argentina striker Hernan Crespo and Italy's World
Cup-winning captain Fabio Cannavaro could not
only garner global attention, but also attract serious
money as well. The fact that six franchises that were
to feature in the first edition of the league attracted
buyers who collectively committed Rs700m+ for a
tournament confined to just one Indian state speaks
for itself.
The PLS' failure is just as illustrative of the
challenges potential investors in football are
confronting. And the reasons were almost wholly
political in nature and all about patronage. PLS was
conceived when the Left Front government that had
been ruling the West Bengal state in an
uninterrupted 35-year reign was on its last legs. Put
simply, it was a change of government, and by
extension, loss of patronage, that put paid to the
plans the India Football Association (IFA), the
controlling body for the sport in West Bengal, and its
commercial partners Celebrity Management Group,
had laid out.
Fast forwarding to the present, if there is a lot
riding on the ISL, the expectations around the
I-League have also gone up several notches in the
wake of IMG-R's commitment to refurbish and
spruce up India's top-tier club football tournament.
The U-17 World Cup is some way down the
road. In the near term, it is the ISL that is expected to
give football much to talk about in the second half of
2014.
14
15
Kushal Das
General Secretary
All India Football Federation
16
Viral Oza
Marketing Director
Nokia India
17
profile national-level sporting events in India,
it might be necessary to spread the budget
across sports and geographies. Please explain
the methodology followed by your team.
18
THE BUCK
STOPS AT TV
19
20
21
rights and the Indian Premier League telecast
rights. Between the two, it is the IPL that will be the
bigger draw, seeing as how MSM has garnered such
massive profits from being the rights holder of the
biggest property the sport has on offer.
We reckon the bidding for IPL in the next cycle
(2018-2027) could well go as high as $2 billion+,
which means Rs 120 billion (at current exchange
rates) could potentially be the investment
commitment that whoever finally wins the rights
will have to make.
And who would likely be in the running here?
That Sony and STAR will be there is a given.
SportzPower will be more interested in the
moves that Mukesh Ambani-controlled Reliance Jio
Infocom, which has just got its unified telecom
licence, will be making for this particular high value
cricket property.
Before its latest coup, BT's move into acquiring
a piece of English Premier football rights in the UK
earlier in 2013, breaking the traditional lock that
STAR's sister network SKY had on it, was the big
news as far as UK football rights bidding was
concerned.
Highlights of Media Spends on TV
Increase in 2011 due to ICC World Cup & good
IPL
3500
3000
3000
2500
2250
2250
2000
2000
Media
Spends
1450
1500
1150
1000
500
0
2008
2009
2010
2011
2012
2013
Source - GroupM ESP
22
23
Nitin Kukreja
President (Sports)
Star India
24
TEAM SPONSORSHIP
- ALL ABOUT THE
BOYS IN BLUE
800
700
685
612
610
600
Cricket
500
Football
424
Others
400
300
200
100
65
10
425
425
17
28
31
35
8
44
24
0
2008
2009
2010
2011
2012
2013
25
weak. South India had always been Bridgestone's
strong market and the association with Mumbai
Indians was good enough to deliver there.
26
WHEN IT COMES
TO TALENT, MONEY
CHASING DHONI & CO
27
500
450
400
360
Cricket
350
Others
281
300
256
250
246
120
118
100
50
8.2
7.5
8.1
10.6
12
21.7
0
2008
2009
2010
2011
2012
2013
Source - GroupM ESP
28
Bunty Sajdeh
Chief Executive Officer
Cornerstone Sport & Entertainment
29
such as ours have refined the way brands perceive
athletes. While Sachin was and will be the poster
child of Indian cricket for the perceivable future,
Dravid was very comfortable in the space he had
carved out for himself. Dravid's image was and
still is the boy next door, controversy free,
intelligent, and well-spoken. These are traits
which will always attract brands no matter what
the age. Sachin on the other hand is difficult to
compare with the rest of the players. The respect
and reverence he enjoys around the world is
seldom seen in sport. He will continue to carry
that aura around with him.
30
Prasanth Kumar
Managing Partner
GroupM India, Central Trading Group
31
32
33
Worldwide
China
India
Russia
Brazil
38%
20%
31.0
26%
29.6
51.3
24%
53%
50.1
Source - GroupM ESP
34
ON THE
FRONT FOOT
35
About GroupM
GroupM is the leading global media investment management operation, part of the WPP Group. It serves as the parent
company to WPP media agencies including Mindshare, Maxus, MEC, MediaCom, and Motivator in India. GroupM India
also have several niche specialist units across content, digital and experiential marketing, as well as consulting. Our
primary purpose is to maximize the performance of WPP's media communications agencies on behalf of our clients,
our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such
as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical
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positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading,
innovation, and new communication services, to bring competitive advantage to our clients and our companies.
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Vinit Karnik
+91 9821 185060
vinit.karnik@groupmesp.com
www.facebook.com/GroupM.ESP.India
www.twitter.com/GroupMESPIndia
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
+91 9821 213266
thomas@sportzpower.com
C.P. Thomas
+91 9820 268020
cpthomas@sportzpower.com
Pooja Chaudhri
+91 9820 515445
pooja@sportzpower.com