5th edition of the ESP Properties – SportzPower India Sports Sponsorship Report
Increase from INR 6,400 crore in 2016 to INR 7,300 crore in 2017 and in the process breach the $1 billion for the first time
View From The Ground In 2017
• On Ground Sponsorship grew by healthy 15% from INR 1,165 crore to INR 1,337 crore
• India Cricket grew by 19% (INR 563 crore to INR 669 crore) as India played more matches in 2017
— On Ground sponsorship in Cricket crossed the magic $100 million mark for the 1 st time
• Football showed a momentous 64% (INR 110 crore to INR 179 crore) increase in On Ground sponsorship
— India hosted its first ever FIFA U-17 World Cup – the most attended one in the history of the event
• Two Big Title Sponsorships of Domestic Leagues
— Hero MotoCorp renewed ISL Title Sponsorship till 2019 at 196% incremental value from previous year
— Vivo secured PKL Title Sponsorship for 5 years at 100% incremental value from right holder’s previous ask
• Emergence of UTT, SBL, SFL, Cue Slam, Powerboat P1 contributed to overall growth
Team Sponsorship & Franchise Fee
• Team Sponsorship up by 17% in 2017 – from INR 700 crore to INR 819 crore
• Oppo secured Team India Sponsorship at INR 1,079 Cr (Apr’17 to Mar’22)
— 21% (INR 429 crore to INR 518 crore) growth in Cricket Team Sponsorship
• Football Team Sponsorship has grown by 41% (INR 98 crore to INR 139 crore)
— ISL Team Sponsorship grew by 22% due to increase in the number of teams & matches
— International Football Club Sponsorship by Indian brands tote up to INR 75 – 80 crore
• 25% (from INR 548 crore to INR 684 crore) upside in Franchise Fees came from developments on the Other Sports, as Cricket remained unchanged
— Five New Franchise based leagues were started – UTT, SBL, SFL, Cue Slam & Powerboat P1
— 2 New Teams added in ISL
— 4 New Teams added in PKL
Virat pads up Blue Sky between him & rest
So does Sindhu among women
• Endorsements has de-grown by 17%; major reason
— Messi – Tata Motors deal & Tiger Woods – Hero MotoCorp deals got over
• Cricket endorsement has grown by 15%
— Virat Kohli leading from the front with 19 brands & INR 150+ crore worth of endorsement value
• PV Sindhu is leading the non-cricket endorsement space with 11 brands and over INR 30 crore worth of endorsement value
• Cricketers got total of 90 brands whereas non-cricket athletes got 78 brands endorsements
Media Investments Hits High Notes
• Media Investments on Sports grew by 16% from INR 3,511 crore to INR 4,065 crore
• Media Investments driven even more strongly in 2017 by Television, which grew an incredible 43%, from INR 2,367 crore to INR 3,379 crore
• On digital, investments growth has largely been on the back of cricket with other sports contributing to a smaller share
Technology- Bridging the Gap
• Data and Technology bridging the gap between physical & virtual live sports experience
• Increased awareness towards fan engagement and viewer experience leading to the merger of digital and physical environment
Off season & Non Live
– Limitless opportunity to show sports content on a variety of platforms provides first-hand experience to the fans
– Data and Technology to revolutionize the way the sport is organized, played, analysed, and experienced
Summary
Sports Sponsorship has grown by 14% (INR 6,400 crore to INR 7,300 crore)
• Sports Sponsorship / India AdEx, 2017 = 12%
• Football rode forward and showed a momentous 64% (INR 110 crore to INR 179 crore) increase in On Ground sponsorship
• Five New Franchise based leagues, 2 new ISL teams & 4 new PKL teams helped Team Sponsorship to grow by 17% (INR 700 crore to INR 819 crore) and Franchise Fee by 25% (from INR 548 crore to INR 684 crore)
• Virat pads up Blue Sky between him & rest; so does Sindhu among women
• Biggest growth driver – Media investments grew by 16% (INR 3,511 crore to INR 4,065 crore)
